Contact Center Solutions Featured Article

Using all Available Assets for Integrated Marketing

July 14, 2014

The technology available to marketers today allows them to address their customers with multiple solutions capable of delivering continued personalized services across new channels. By delivering a start-to-finish process from the customer's point of view, marketers can create an integrated marketing campaign by merging the organization's customer-facing processes. This means the Web, mobile apps, call centers, social media and other channels can be used to address one customer at a time.

Google (News - Alert) Asia Pacific’s chief marketing officer Simon Kahn says "Humans do multiple things", and with that in mind the many touch points in the market place should be explored to talk to customers. Integration is key, and every available option should be used in order to have a successful marketing campaign.

While many marketers think they have it all figured out, measuring the ROI for traditional outlets such as TV, Radio, print and billboards is not an exact science. At best it is obscure, and direct attribution to a point of sale cannot be measured with any degree of certainty. With so many outlets and messages vying for the same pair of eyes or ears, the chances of messages getting through is getting slimmer because their attention span is becoming increasingly fragmented.

The new outlets on the other hand provide insights with data that can be measured, if all the technology is used properly. The integration of mobile technology is especially important to measure how consumes are engaging a particular marketing campaign, because the results can be seen if not immediately, than very soon after.

Mobile can integrate virtually every touch point, allowing marketers to deliver customized marketing services for long term customer retention. This requires understanding that marketing no longer means bombarding consumers with sale offers. Instead strategies should be adopted based on preferences that have been generated by the customer.

Because consumers can watch TV, listen to radio, access the Web, and interact with social media on their mobile device, it has become the ultimate integrated marketing solution. The key is understanding how it can be used effectively to give the customer what he or she wants when they want it, because it can easily be turned off or blocked.




Edited by Adam Brandt

Article comments powered by Disqus

Related Contact Center Solutions Articles

Interactive Intelligence Foundation to Raise Funds for At-risk Youth

Interactive Intelligence Foundation fund raiser for at-risk youth to feature IndyCar driver Ed Carpenter. [ Read More ]
08/22/2014

Australian Consumers Vent more online about Poor Customer Experiences

Australian consumers are more inclined to express their customer service views online than those in UK and US. [ Read More ]
08/22/2014

Interactive Intelligence Campaign Donates Over 500 Goats to Impoverished Communities

In late 2011, customer experience solutions provider Interactive Intelligence launched a very interesting campaign to get executives to speak with their sales people. In conjunction with international charity Oxfam, if you met with Interactive Intelligence, Oxfam would donate a goat to a needy family in an impoverished community in one of the many developing world countries where it operates. [ Read More ]
08/21/2014

What To Do When Your Customer Experience is Unsatisfactory

Ever since the recording by an angry Comcast customer of his less-than-wonderful attempt to just cancel his cable service went viral a few weeks ago, the Internet has been flooded with similar recordings. [ Read More ]
08/21/2014
Subscribe here for your FREE Contact
Center Solutions
enewslettter.

Events

Weekly Live Demo
Contact Center Solutions

Register Today!


Weekly Live Demo
CaaS Small Center

Register Today!