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Já reparou de quantos meios dispõe hoje para receber informação? Email,
telemóvel (SMS e Voz),
Facebook,
Twitter...e se pudesse gerir
tudo isso escolhendo o meio que mais agrada ao consumidor?
In a recent blog post titled Our Many New Phones, Chris Brogan laments
the number of locations that he checks for messages each morning and asks the
question “Have we really improved the world?” Chris checks email, Twitter,
web sites, blogs, etc.—a total of 13 locations daily. Not long ago, there were
only three options—mail, phone, and face to face.My initial reaction was that
Chris is an extreme case (and he is!), but I quickly counted 10 for myself (3
email accounts, Facebook, LinkedIn, SMS/Text, Voicemail, Twitter, Google Voice,
and face to face) and suspect that most of us have five or more.
That prompted me to think about the impact that diverse set of communication
options has on companies trying to talk with me. And with you.
What does your communications landscape look like?
Multichannel marketing campaigns need to be increasingly sophisticated to be
effective in this ever increasingly complex communications environment.
Customer segmentation and lead generation programs need to be crafted to account
for channel preferences. Marketing analytics must be backed by customer data
integration processes that bring together both online and offline channel
activities.
Additionally, web analytics need to be integrated with other direct marketing
data. Digital marketing and direct marketing need to be driven from the same
marketing database and customer acquisition and customer retention activities
need to be tied together into a cohesive approach to customer loyalty management.
Currently, most organizations manage this marketing mix through a complex
combination of departments, agencies, vendors, and internal teams, often with
mixed results. But as this category matures, a new breed of tools are emerging
that allow for the mechanics to be simplified and for the communications flow to
be altered on the fly, based on online and offline actions taken by the
individual.
The market will continue to invent new ways to communicate and, therefore,
new channels for marketers to master. The flexibility of a multi-channel tool to
adapt to new channels will be a key factor in the success or failure of
marketing initiatives as the communications landscape continues to evolve.
Fonte: fifthgearanalytics.com |
