Within the dynamic realm of marketing, the concept of “marketing automation” has endured, continuously evolving to inject new perspectives into traditional practices.
For Taguchi, it transcends mere terminology, embodying powerful ideas that have left an indelible mark on the marketing landscape.
In an interview with ITWire TV, Ben Dyer, co-founder of Taguchi, delved into Taguchi’s unique approach to defining and distinguishing itself within the sphere of marketing automation.
Defining marketing automation
Dyer characterizes ‘marketing automation’ as far more than a mere buzzword; rather, it represents a transformative methodology that acts as a vital link between sales and marketing. This approach streamlines the execution process and enables precise targeting of messages to individual recipients.
Why is Taguchi different?
As Taguchi commemorates its 15th anniversary in 2024, the Australian pioneer in marketing automation isn’t just acknowledging a milestone; it’s also unveiling a significant product update featuring a brand-new platform interface and activity editor. These enhancements are poised to simplify the process of building sophisticated, personalized marketing campaigns for marketers of all skill levels.
What sets Taguchi apart is its commitment to the ‘T-shaped platform’ philosophy, which emphasizes a broad range of capabilities while focusing deeply on expertise in campaign execution (the ‘stem’ of the T).
Dyer explains, “Our platform is engineered to automate content production, targeting, segmentation, and, most importantly, delivering the right message to the right person at the right time – in my opinion, surpassing any other company.”
Taguchi’s success stories
Among Taguchi’s numerous success stories, one standout example is its collaboration with Domino’s, the global pizza franchise, to integrate next-generation marketing technology into their strategy. Leveraging Taguchi’s technology, Domino’s can personalize customer messages by generating thousands of unique variations of email content. These customized messages are then distributed across its user base through a high-volume email program, enhancing engagement and driving results.
Taguchi’s expertise in personalized messaging not only benefits customers but also empowers individual franchise owners by granting them access to advanced marketing capabilities. This customization is driven by two crucial factors: individual buying behavior and the diverse product variations that individual stores may wish to promote in their respective markets.
In another strategic collaboration, this time with Accor Pacific, Taguchi successfully addressed critical challenges faced by the hotel network in a post-pandemic market. Prior to the trial, Accor Pacific encountered resource constraints, leading to infrequent ‘single shot’ email campaigns. Taguchi’s challenge was to enhance follow-up communications using existing resources while focusing on refining customer engagement through personalization.
Leveraging automation, segmentation, and targeting, Taguchi orchestrated a 5-week email journey using Taguchi Paths with multiple touchpoints, triggering personalized messages at predefined intervals. The outcome surpassed expectations—a remarkable 300 percent increase in bookings compared to previous campaigns.
Taguchi’s approach to marketing automation transcends mere automation; it’s about reshaping the marketing narrative. As the company commemorates its 15th anniversary this year, Taguchi’s dedication to innovation, personalization, and seamless integration serves as a guiding light for marketing managers and industry professionals, offering a preview of the future of marketing automation.
We invite marketers who are eager to simplify the sophisticated aspects of automating their marketing campaigns and, more importantly, achieve tangible business outcomes, to connect with us. Let’s embark on this journey together towards unlocking the full potential of marketing automation.