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Marketing Campaign Makeover: What's In vs. What's Out

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MARKETING CAMPAIGN MAKEOVER 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. { What’s Out } [ What’s In ] Batch Offers Personalisation Emphasise on Data Quantity Optimise Single Customer View Data is gathered and added to data silos, aiming to have a large database for higher possibility of reaching customers. Customer data is integrated to create a single customer view which enables you to keep updated and track customer interactions with the brand. Segment by Demographic and Geographic Segment at Individual Customer Level Sending out generic offers to all the customers. Each customer receives all relevant personalised offers. Customer base is divided into discrete segments that share common demographic and geographic data. The in-depth analytics is applied to capture customer behavioural insight. This rich data is then used to target customers at the individual level. Blasting to all Channels Responsive Multichannel Sending the offers to customers via all possible channels to reach them. Identifying 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 Monitoring Response and No-response Tracking Only customer responses are monitored to measure the success of a marketing campaign. 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. Manual Production Marketing Automation The production of marketing campaigns requires a lot of manual work, with little control over delivering to the customers’ preferred channels and timing. Manual 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. 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. www.digitalalchemy.asia www.digitalalchemy.asia/blog


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