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Interactive
Relationship Marketing
Clicking with Customers Through A Fluid Lifecycle
ClickSquared Atlanta Boston Scottsdale Greensboro Leeds Table of Contents
Executive Summary 3
Today's Marketing Environment: More Options, More Speed, Less Control 4
Interactive Relationship Marketing: A Converged Discipline 5
Examples of IRM in Motion 9
© 2008 ClickSquared, Inc. All rights protected and reserved. ©© 22000088 CClliicckkSSqquuaarreedd,, IInncc.. AAllll rriigghhttss pprrootteecctteedd aanndd rreesseerrvveedd.. Executive Summary
Marketing continues to experience profound shifts as buyers bring new demands to sellers. Customers are in control of where and how they engage and they expect an intelligent, real-time conversation with marketers.
Interactive relationship marketing represents a converged discipline that blends timeliness and the new power of Web 2.0, granular personalization, and analytical marketing models with the principles of traditional database marketing and deep vertical-domain expertise to unify and choreograph online (real-time) and offline (episodic) marketing capabilities. By achieving a 360-degree view of customer interests and requirements, marketers can achieve unprecedented levels of personalization, timing, relevance, cost-efficiency, and accountability.
©© 22000088 CClliicckkSSqquuaarreedd,, IInncc.. AAllll rriigghhttss pprrootteecctteedd aanndd rreesseerrvveedd.. Today's Marketing Environment:
More Options, More Speed, Less Control
In so many industries today, the fundamental nature of marketing is undergoing profound change. Increasingly, today's buyers are bringing dramatically different expectations to their purchase decisions and interactions with sellers - about when, how, and where they choose to engage. 1 The Customer-Managed Relationship Traditionally, the marketer has dictated the timing and pace of sales interactions. Today, however, customers are calling the shots. They're screening out telemarketing calls and tossing unsolicited mail into the trash - sight unseen. E-mail deliverability rates are plunging as spam filters trap commercial e-mail - solicited and unsolicited. Buyers are initiating and managing purchasing transactions and interactions, leaving many marketers in a reactive posture, without the predictability and control they're accustomed to. The challenge is no longer controlling the conversation, but listening to, sensing and remembering what the customer is telling you about his needs and wants. 2A Proliferation of Channels Expensive advertising and direct mail are now only smaller pieces of the "Marketers have to be puzzle. Savvy marketers - leveraging online and Web 2.0 technologies - are reaching out to prospects able to measure online lift and customers through sophisticated Web sites, e-mail, social media, TXT, blogs, and more. There are from offline activities and more ways to reach the buyer - and more communications to manage and master making marketing more complex than ever. vice versa."
Suresh Vittal, Forrester Real-Time Marketing Driven by these channels, today's customer relationships are based on an interactive Creating a Multichannel View of velocity that was unimaginable 10-15 years ago. You can acquire a customer, cross-sell an additional Your Customer, June 19, 2008product, lose the customer, and see negative reviews on a blog or Web site - all in the span of an hour. Success - or failure - are immediately evident. Relying simply on episodic direct-mail drops that may have a 2 to 6 week latency is antiquated thinking in an age of real-time marketing.
Shifting Cost Dynamics Many companies have embraced database marketing with direct mail. But as energy, materials, and postage costs climb, marketer... [download for more]
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