Company Spotlight: Mapp Digital – Magazine Articles
WHAT IS YOUR COMPANY DOING AND WHAT IS YOUR USP?
Mapp Digital is the world’s largest independent digital marketing company. We enable retailers to target customers with personalized cross-channel marketing from a single central interface powered by deep data sources. We draw on the knowledge, expertise and experience of seven of the industry’s most trusted marketing technology companies.
Our unique selling proposition is that we are the only company to combine the world of advertising technology, customer acquisition and sophisticated marketing automation tools. This provides full control over customer engagement – retailers can capture, unify, segment and analyze customer data to run marketing campaigns across web, email, mobile and social channels.
Our services are widely used by over 3,000 businesses, including leading retailers such as Puma, Sainsbury’s, Tommy Hilfiger, Argos, Columbia and Ace Hardware.
HOW TO DELIVER ON THIS USP?
Our product, Mapp Cloud, combines three marketing solutions that help retailers acquire new customers, target them with multi-channel campaigns and loyalty programs, and tailor communication strategies based on customer data. Mapp’s Customer Data Platform (CDP) is the technology behind AI-powered customer personalization that combines a holistic view of GDPR-compliant contextual data and customer behavior in one place to execute marketing tactics. .
HOW WOULD YOU DESCRIBE YOUR VISION?
Our vision is to be the premier digital marketing guide for the retail industry by equipping it with solid data that will continually improve their customer engagement strategies.
With our platform in place, retailers can focus on improving the two main cycles: acquiring new customers and marketing to their existing customers.
HOW WOULD YOU DESCRIBE YOUR GROWTH AND WHAT HAS BEEN THE KEY TO YOUR SUCCESS?
Mapp takes a different approach to the challenges retail traders face. By partnering with Mapp, you take the complexity out of choosing the right subset of marketing strategies. We allow retail traders to focus on the priorities that match their customer base, while targeting and acquiring new ones.
Global clients in Europe and North America have referred many clients to us and have played an important role in the growth of our business for years. Our retail customers have discovered that our CDP collects and uses all of their customer data that might otherwise have been lost. Mapp’s CDP provides our retail clients with a real-time 360-degree view of their own clients, giving them valuable insights to maximize their marketing efforts.
WHAT CHALLENGES ARE YOU ANSWERING FOR MULTI-CHANNEL RETAILERS WHO ARE AIMING TO SECURE CUSTOMERS FOR LIFE?
Within Mapp Cloud are three powerful solutions: Mapp Acquire, Mapp Engage, and Mapp Intelligence. Mapp Acquire helps marketers find new customers while reducing customer acquisition costs through channel assessment, digital planning, and contact marketing. Our global team of marketing experts specialize in channels and industries and ensure that each retailer’s unique style is embodied throughout the process, from the optimal layout and design to the hierarchy and to the tone of messages. We act as a guide to help retailers meet challenges and accelerate digital transformation in their customer-centric campaigns.
Mapp Engage maximizes the lifetime value of every customer by extracting meaningful insights to deliver personalized messages across multiple channels and touchpoints. We also partner with Brierly, a customer loyalty software that identifies the marketing methods that deliver the highest financial value, thus charting the way forward for the ultimate customer-retailer relationship.
Mapp Intelligence drives even more value to existing customers with improved segmentation to deliver highly personalized marketing campaigns. This is a new feature that provides AI-based predictive recommendations for existing retailer workflows to enable them to seamlessly maximize their marketing tactics.
WHAT ARE THE CHALLENGES FOR RETAILERS IN THE COMING YEARS?
Retailers will face a lack of interconnectivity between their technology platforms as well as their advertising and marketing teams. The Mapp Cloud platform includes Mapp Connect which provides both native and out-of-the-box connectors and application programming interfaces (APIs) to integrate with the entire retail marketing ecosystem. . This strategically unifies external customer data with first party data without human intervention in our CDP, giving retailers an unmatched view of every customer. Mapp’s CDP combined with simplified and automated cross-channel execution, Mapp offers retailers a higher return on investment at a reasonable price.
WHAT GOALS ARE YOU AIMING TO ACHIEVE IN THE NEXT FIVE YEARS?
We aim to be a trusted supplier in the retail industry for fully automated marketing campaigns. Mapp will maximize conversion rates and generate additional revenue by giving retailers predictive insight into a strategy’s results. To facilitate this development, we plan to create and invest more in an innovative toolset with emerging technologies such as AI and machine learning (ML). This will allow retailers to hone their marketing solutions and deliver the communications now demanded by customers.
GIVE US YOUR ELEVATOR PITCH IN ONE SENTENCE?
Mapp Cloud provides a premium marketing platform for budget-conscious brands who want to acquire, engage and retain customers through meaningful and personalized cross-channel campaigns.
WITT WEIDEN CASE STUDY
Witt Weiden’s performance in the textile mail order industry correlates strongly with the email capabilities of their marketing team, encompassing at least 14 newsletters per week for eight different brands. Their email marketing platform was very time consuming and required the manual upload of mailing lists at the start of each day as there was no option to automate emails. Using another newsletter tool, the team had to copy and paste the HTML from each email into their email marketing tool. With all these disjointed tools, the risk of encountering errors and issues was very high. Email marketers were getting frustrated that they wanted to work on creative email ideas, but instead got bogged down in uploading files and troubleshooting HTML code.
The new tool needed to optimize email marketing campaigns at all stages (ie creation, deliverability, management), as well as significantly improve team productivity. After a thorough evaluation of the tools offered by several vendors, the team chose Mapp Digital as their digital marketing platform. They used two solutions: Mapp Engage for email marketing and Mapp Connect to integrate with Witt Weiden’s internal CMS. The platform allowed the email marketing team to create newsletters by setting up a template once and then reusing it via drag and drop, easily generating a variety of designs. Mapp Engage also has an efficient reporting system that generates automated weekly reports based on specified KPIs and declared information. Internal newsletters and external communications with Affiliate Partners are now carried out using Mapp Engage, making it easy to run complex email campaigns.