Managing the Marketing Chain
Digital print technology and its ability to contribute to many supply chain issues, especially in the pharmaceutical and nutritional supplement sector, have a direct and meaningful overlay to the “marketing chain” and our company’s ability to respond to these new themes.
As people like Don Peppers, Martha Rogers and Seth Godin evangelize about the personalized, data-managed customer experience along with the diminished effectiveness of mass marketing, we thinking supply chain best practices can also apply to the marketing effort.
Marketers are finding that the internet isn’t the silver bullet they had hoped for. As powerful marketing software tools and metrics evolve, managing a comprehensive and multi-channel marketing effort is reality. The marketing dashboard when used to its fullest, provides the visibility to manage each customer relationship at any point in the relationship – from initial qualifying to closing the deal.
Customers and prospects know the internet has empowered the consumer to a point where margins in many cases are tough to achieve and maintain. Customer acquisition, customer retention and customer satisfaction now become much tougher issues to manage effectively. Fortunately the tools are available to deploy multiple media messages, collect the feedback and then deploy the next message based on the data we have compiled.
As the data compiled drives to more knowledge of customer likes and dislikes, we can better tune the message and the media choice which drives to a higher level of intimacy, trust and confidence which all drive to higher response rates, cross selling opportunities, and longer retention averages. Many also say higher per/ticket activity occurs.
As these tools grow more popular with savvy marketers, our company has developed core competencies which transcend our traditional “ink of paper” role. In many cases our role is one of third party logistical support. Managing and responding to client data or accumulating data from web-based forms and then manufacturing and distributing print media (both personalized and static) along with perhaps digital media (DVD/CD) creates a timely, personalized, relevant and expected multi-media message. Response rates are quantum leaps over traditional mass media efforts which lack personalization.
As people like Don Peppers, Martha Rogers and Seth Godin evangelize about the personalized, data-managed customer experience along with the diminished effectiveness of mass marketing, we thinking supply chain best practices can also apply to the marketing effort.
Marketers are finding that the internet isn’t the silver bullet they had hoped for. As powerful marketing software tools and metrics evolve, managing a comprehensive and multi-channel marketing effort is reality. The marketing dashboard when used to its fullest, provides the visibility to manage each customer relationship at any point in the relationship – from initial qualifying to closing the deal.
Customers and prospects know the internet has empowered the consumer to a point where margins in many cases are tough to achieve and maintain. Customer acquisition, customer retention and customer satisfaction now become much tougher issues to manage effectively. Fortunately the tools are available to deploy multiple media messages, collect the feedback and then deploy the next message based on the data we have compiled.
As the data compiled drives to more knowledge of customer likes and dislikes, we can better tune the message and the media choice which drives to a higher level of intimacy, trust and confidence which all drive to higher response rates, cross selling opportunities, and longer retention averages. Many also say higher per/ticket activity occurs.
As these tools grow more popular with savvy marketers, our company has developed core competencies which transcend our traditional “ink of paper” role. In many cases our role is one of third party logistical support. Managing and responding to client data or accumulating data from web-based forms and then manufacturing and distributing print media (both personalized and static) along with perhaps digital media (DVD/CD) creates a timely, personalized, relevant and expected multi-media message. Response rates are quantum leaps over traditional mass media efforts which lack personalization.
posted by Alan Ross
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