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The evolution of technology drives change in consumer behaviour, which directly affects customer’s perception of and interaction with marketing campaigns. This results in marketers having to adapt to those changes in order to effectively communicate and market the product or service to the customers. Here is how a marketing campaign has gotten a makeover.
Enhancing customer interactions and engagement is crucial as it can drive positive ROI. Marketers need to be able to build and adjust their marketing campaigns quickly and effectively to the changing customer’s behaviours and responses, before the competitors do.
Because once you lose your customers, it might be harder to get them back.
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PersonalisationEach customer receives all relevant personalised offers.
Optimise Single Customer ViewCustomer data is integrated to create a single customer view which enables you to keep updated and track customer interactions with the brand.
Segment at Individual Customer Level The in-depth analytics is applied to capture customer behavioural insight. This rich data is then used to target customers at the individual level.
Responsive MultichannelIdentifying the most preferred channels, and communicating through those, while making each channel responsive, and ready to reach out again if any of them fail.
Response and No-response Tracking Along with customer click-through and open rates, the no-response is also tracked to analyse the effectiveness of the campaign and adjust the approach.
Marketing AutomationManual works are replaced with marketing automation, which enables marketers to focus on the customer-centric strategies, increase the speed-to-market, and minimise operational tasks.
Batch OffersSending out generic offers
to all the customers.
Emphasise on Data Quantity
Data is gathered and added to data silos, aiming
to have a large database for higher possibility of
reaching customers.
Segment by Demographic
and Geographic Customer base is divided
into discrete segments that share common
demographic and geographic data.
Blasting to all ChannelsSending the offers
to customers via all possible channels to
reach them.
Response Monitoring
Only customer responses are
monitored to measure the success of
a marketing campaign.
Manual Production
The production ofmarketing campaigns
requires a lot of manual work, with little control
over delivering to the customers’ preferred channels and timing.
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MARKETING CAMPAIGN MAKEOVER
