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The Modern Marketing Blog covers the latest in marketing strategy, technology, and innovation.

Secrets to shifting your marketing from the campaign to the customer

As companies have expanded, online and off, and the adoption of technology among marketers has accelerated — so have the output of mass-marketing campaigns. The problem is, size and scale have come at a steep price: the individual treatment that customers not only expect, but also demand.

For marketers today, success hinges on strong customer relationships. Customers can engage with brands and with each other like never before, from Facebook to Twitter to Instagram to product review sites. In return, companies know more about their customers than ever before — who they are, what they like and what they want.

How to succeed in this new era of marketing

But therein lies the paradox: technology gives brands the information they need to build a personal connection with customers and, yet, most marketers are still caught up in the batch-and-blast mentality. In a new Responsys whitepaper, Making the shift: How smart marketers are shifting their focus from the campaign to the customer, top marketing experts and industry executives explain how to make the shift from campaign-centric to customer-centric marketing.

Here's what Making the Shift teaches marketers:

  • How to transform voluminous customer data into highly personal, strategic tools. "Most marketers have found that near real-time interaction data — from the links that people are clicking on to the products that they've browsed online, are the best predictors of behavior in the near future."
  • How to engage customers across multiple channels and secure their long-term loyalty. "Now, your email marketing expert must not only understand the nuances of email marketing, but know how the various channels, such as mobile, web and display advertising, play into and impact the customer lifecycle."
  • How to build marketing teams that are integrated, dynamic and effective. "Now your email marketing expert must not only understand the nuances of email marketing, but know how the various channels, such as mobile, web and display advertising, play into and impact the customer lifecycle."

More than half of Fortune 1000 firms are living in a campaign-centric world that's headed for obsolescence. Don't let your company be one of them.

Download the full report

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