In this article, you'll learn...
- Why campaign management has been replaced by interaction management
- How centralizing and sharing customer data helps your business grow
- How to use customer data in B2B sales and marketing
Attracting, engaging, and retaining customers in the digital age of marketing is challenging and competitive, to say the least. Customers today are more empowered, more demanding, and more influential than ever.
The antiquated one-to-many monologue of mass marketing has given way to the one-to-one digital dialogue of engagement marketing that is fueled by customer data and enabled by interactive marketing technology.
To accelerate marketing and sales performance, companies must "unsilo" their old single-channel marketing strategies and adopt a true integrated multichannel strategy for managing the conversation with customers. And they need to do it in real time.
Or, as Forrester Research noted in a November 2010 report, CMO Mandate: Adapt or Perish: "In the future, there will be two types of companies—those that are agile and adapt to consumers' changing media behavior and those that go out of business."
From Campaign Management to Interaction Management
The days of the "single-channel" customer are gone, and they're not coming back. Today's customer interacts with a brand through multiple channels, online and offline. Every conversation, every interaction a customer has with a brand—whether face-to-face or via email, phone, website, Twitter, Facebook, or SMS—shapes the customer's opinion and influences how she talks about the brand.
When those channels operate independently, rather than cohesively, messages often conflict, offers are not consistent, and customers perceive the brand as dysfunctional and totally unprepared to anticipate and respond to their needs. Not exactly a positive brand experience.
On the flipside, however, when a brand creates a single database of knowledge about that customer and uses it to deliver consistent messages and timely offers across multiple channels, the customer's brand experience is quite different.