With the immense popularity of
social media websites like Facebook, Twitter and LinkedIn in the last few years,
it is a clear indication that the new way to get n touch with your customers is
by ‘dialogue’ and not ‘monologue’.
Companies have now realizing that
there is no value of their marketing campaigns being simplistic and targeted
one-way. They will soon have to advance their technology and participate in
this era of interactive digital content, if they want to do well.
Because of this fundamental shift
in people’s behavior, the need of the hour is the customization of traditional marketing communications.
Smart integration of personal interactions mixed with effective content and
technology will be a powerful combination to communicate with your consumers.
It is a known fact that the
conversations have to be customer-centric but that is where the dilemma lies.
As much as marketers would like to communicate one on one with their customers,
it is just not logically possible. This is where technology can be of big help.
The idea of reaching out to customers one to one is actually based on one to
many, but each customer thinks that they are the only ones that particular
conversation is made for!
So the question here is, how can
marketers effectively coordinate conversations and interactions, while also
handling both time and media? It is definitely not a simple task and most
companies are struggling with this “cross
media” challenge.
One important hint is that, what
is needed is an integrated solution
for one-to-one publishing in order to attain a successful cross-media strategy.
The biggest challenge in cross-media
marketing publishing is to be able to converse with customers across the range
of print and digital media channels using messages that are appropriate for the
individual receiver, in terms of content, presentation, time and channel.
For this purpose, only an
integrated system would be able to provide the complete tracking, analysis and
feedback capabilities needed for an improved interaction with targeted content.
That said, no marketer should settle for anything lesser that personalized
communication with their customers.
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