As marketers, we want to achieve both deep relationships with our customers and massive scale for our promotions. This is not always an easy task, especially since our customers are demanding personalization, choice, and value. How can we provide personalization, choice, and value to all of our customers?
In the past, companies were only able to achieve one aspect at a time: either scale or relationship. In the Customer Era, marketers knew their customers on a deep, personal level, but they were not able to achieve scale. Because of this, customers also didn’t have many choices. Next came the Campaign Era, and the opposite outcomes occurred. There were mass communications, and more companies were spending money on non-personal marketing to achieve massive scale. Customers were faced with a lot of choices, but not a way to realize value through deep relationships.
Now, we are in the Post-Campaign Era, or Relationship Era, in which there is finally an opportunity for all parties to be satisfied. Companies can develop and maintain personal relationships on a massive scale; customers get personalization, choice, and value.
How can your company make a smooth transition into the Post-Campaign Era? Marketing Orchestration is key for success in this field.
Here are 5 ways to embrace Marketing Orchestration:
- Personalization: Companies have the ability to provide versatile solutions for targeted messaging on high-volume documents. These solutions enable the dynamic placement of micro-targeted messages and advertisements on outbound printed and electronic documents as well as Interactive Voice Response (IVR) systems and Customer Service Representative (CSR) popup message prompts.
- Choice: Consumers are demanding to choose when, where, and how they receive important documents from their providers. Preference Management tools allow companies to provide consumers with these important options.
- Value: Most companies are focused on extracting value vs. creating value for the customer. When companies begin to focus on ease of use, convenience, and simplicity for their customers, they will improve customer experience. Special offers, loyalty programs, and promotions are examples of Value-Adds for customers.
- Scale: Companies must provide the above three elements on high volume, print and electronic interactions such as monthly statements, invoices, and bills. Electronic versions of documents, such as interactive PDFs (iPDFs), simplify and streamline interactions with customers while simultaneously creating a platform for targeted offers and self-help functionality.
- Relationship: If companies are able to provide personalization, choice, and value, they will experience greater ROI and loyalty among customers, thus reaping the rewards of the Relationship Era.