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Lindsay MacDonald
Product Content Writer @ Yotpo
July 13th, 2020

10 Benefits of An Integrated eCommerce Marketing Platform

The secret to better customer experiences? An interconnected marketing tech stack.

Table Of Contents

For brands, the biggest accelerator to success is leveraging an integrated eCommerce marketing platform that enables you to maximize revenue and scale fast. 

Without a consolidated platform, your brand might be stuck relying on various marketing technologies, resulting in siloed data, difficult time management, and missed engagement opportunities. A disconnected marketing tech stack results in disconnected customer experiences — making it harder to extend lifetime value.

With an integrated platform, your brand can streamline operations and focus on what matters most: delivering cohesive — and high-converting — customer experiences.

There are numerous benefits to an integrated eCommerce marketing platform that can positively impact both operations and marketing efficacy, but we’ve highlighted the top ten you need to know. 

1. Better understand your customers’ preferences with cross-channel data

Without an understanding of exactly how your customers are interacting with your brand across product lines, it’s likely you’re missing opportunities to engage them at key touchpoints along their buyer journey. 

An integrated platform ensures that your brand has a trove of unified customer data that you can use to build a personalized purchase funnel for every shopper based on their unique preferences and purchase habits. For example, when a customer visits your website, your brand can display relevant, AI-powered reviews and user-generated photos filtered by product to facilitate the right purchase and drive conversion.

2. Build powerful, data-driven segmentation

For eCommerce brands especially, more data means better segments. Leverage a platform approach to building out the highest-converting audiences for your marketing campaigns and loyalty program. 

The right program should provide AI-powered segmentation as well; maximize revenue from every marketing effort with predictive segments fueled by robust platform data. You can segment customers with high sentiment scores on their reviews and encourage them to participate in your referral program; or, if you’re looking to promote your higher-margin product lines, you can create a segment of customers highly likely to purchase and offer them 10% off those products.

3. Maximize ROI on marketing efforts

With platform data fueling all of your marketing campaigns and communications, your brand maximizes return at every touchpoint. 

Brands that leverage more products on Yotpo’s eCommerce marketing platform see substantially higher growth. In fact, those that use three or more products grow their eCommerce store by 37% per year compared to brands that see 24% higher growth per year with just one Yotpo product. 

4. Manage efforts from a single admin 

Rather than having to take time to learn the ins and outs of numerous software admins and their updates, an integrated platform requires understanding only one admin. With this single source of truth for all your marketing efforts, your team can work more efficiently and jump from one solution to the next without any extra, tedious steps.

5. Optimize performance across all marketing channels 

A massive benefit of leveraging an integrated eCommerce marketing platform? The whole of a platform is greater than the sum of its parts! 

With all of your marketing strategies interconnected on a single platform source of truth, every effort becomes more data-driven and impactful.

A platform-powered strategy results in better customer experiences. For example, you can send messages at the optimal time to drive conversion; request reviews and visual user-generated content via SMS after a purchase has been made; reward shoppers for submitting content with loyalty points; and then drive brand advocacy via referrals post-purchase — all using one centralized tool.

6. Create more engaging marketing campaigns

Do your shoppers prefer user-generated content? Are they more engaged with your SMS or email communications? At which point in your drip campaigns are you seeing the highest click-through rates? Do loyalty members have consistently higher AOV?

Use an integrated platform to build marketing campaigns informed by your customers’ engagement with all your past campaigns, so you can derive deeper insights into what’s worked best, what could be improved, and what to test next.

7. Experience quicker onboarding 

An integrated platform should be a technology partner, rather than just a provider. 

In addition to managing from a single admin, an integrated platform also provides the benefits of quicker onboarding. A robust platform should provide dedicated onboarding specialists and Customer Success Managers to advise your brand, as well as world-class, 24/7 global support to alleviate the hassle of installing your products and customizing your assets.

8. Leverage cost efficiencies

Your brand’s finance team doesn’t have to track down multiple points of contact to get clarity on invoices. An integrated platform provides consolidated billing so you don’t have to manage multiple contracts, leaving more time to focus on growth. 

9. Spend time on higher-converting content 

A well-informed campaign allows your brand to create content and collateral that you know will drive conversion

If your customers are typically spending more time on a page with customer photos and videos, you can focus your efforts on collecting more visual user-generated content. If your shoppers are engaging with review content, create campaigns that highlight your best reviews. Or, simply save time by automatically sorting content captured in reviews by product, and then display that content on product pages to build purchase confidence. 

10. Scale fast with operational efficiencies 

With an integrated eCommerce marketing platform like Yotpo, you can be confident that you’re getting the best technical infrastructure, customer success support, and business efficiencies to scale smoothly.

Combined agreements across products, GDPR and CCPA compliance, and consolidated APIs for easy implementation are just a few of the operational benefits that come with a platform, saving your brand valuable time so you can scale to support customers of all sizes.

An integrated eCommerce marketing platform for every brand

An integrated eCommerce marketing platform is the key to maximizing efficiencies, lowering costs, building community, and driving revenue. 

Yotpo’s single-platform approach integrates data-driven solutions for reviews, loyalty, SMS marketing, and more, empowering you to create smarter, higher-converting experiences that spark and sustain customer relationships. 

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