Marketing Campaigns Are Not Enough:

How to increase the relevance of your marketing programmes by moving from business-directed-push to customer-implied-pull marketing

By Paul Kennedy, Head of Professional Services, Broadsystem

Consumer demand for timely and relevant communications is putting traditional outbound marketing to the test. While marketers realise-at least in theory-that a trigger-based approach to marketing is absolutely crucial, in many cases they struggle to make it work in practice. To be successful, companies need to take action in a number of vital areas.

For decades, marketers have consistently relied on outbound customer campaigns to achieve their annual response and sales targets. As consumers increasingly expect (and demand) more relevant communications, the performance of 'push' campaigns is tangibly declining across all most market segments. The rise of 'continuous partial attention' and 'privacy Britain' only serves to further reinforce this trend. Gone is the day of the quarterly 'blanket' mailing to the contactable universe; instead marketers are now asking, what does each customer really need?

  • Mine customer data for trends and insights and create decision rules to drive interactions
  • Put customer interaction infrastructure and services in place that will allow you to execute marketing actions in a timely manner
  • Make sure the customer experience is not being eroded as a result of inbound initiatives  

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About the author
Paul Kennedy BSc MBA MIDM is Head of Professional Services at Broadsystem. Prior to this he was a member of Experian Integrated Marketing's financial services practice. His experience spans all aspects of customer value management across a number of industry sectors including financial services, publishing, travel and leisure and government.

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