Phase Two of a marketing database evolution, the running phase, begins with the increased concentration on advanced multi channel marketing efforts.
Multi channel is neither sending the same message out ten different ways, nor is it equal across each channel. There are strengths and weaknesses with each channel, so the key is to leverage multiple channels in complimentary ways. By combining email deployment with web analytics and layering that activity on top of retail and direct mail efforts a communication strategy begins to unfold. Making this strategy relevant to customers is the primary goal of Phase Two.
With increased channel opportunities comes a responsibility to validate the email integrity of the database. While email addresses are collected in Phase One and promoted when possible, Phase Two launches a much more interactive communication. Email appends must be run more often through more sources and email collection must be enhanced. Email hygiene and cleansing will improve results and email prospecting will move into the picture as well.
Also required in Phase Two is the inclusion of more data for a more complete customer profile. Web activity to this point has only been used in handling search or banner ad improvements. However, by understanding the nature of a customer’s web activity, how often they access a site, what other sites they frequent, where they make purchases and with what regularity, another view of the customer becomes available. Adding this view into the database increases the overall effectiveness of the solution. As technology advances this picture of the customer will become more relevant, while the profile from Phase One becomes less relevant.
Phase Three, or the flying phase, returns to the source of the company’s success, it’s infrastructure. While various departments have influenced the success of the first two phases, a coordinated effort from each area is critical for the next step. At this point the database is functioning at a proficient level, providing the marketing area what they need to add new customers and build on customer relationships. Fulfillment is done smoothly and efficiently thanks to the data quality within the database.
The methods of communication are expanding as the company gains exposure to new markets uncovered through advanced analytical services and data mining. Cutting edge communication can be incorporated quickly and at a low cost. Social networking communication and viral marketing are examples of today’s “edge” communication. Getting ahead of the curve is the end goal for Phase Three, keeping the company profitable and relevant, growing and changing at a pace that exceeds the competition. Phase Three requires the greatest influence of the human element, thinking outside the box, being adaptable and courageous in the face of adversity. Technology and methodology can only take a company so far, in the end, it comes down to desire. With a desire to press through all three Phases a company can confidently stare down the competition knowing they are positioned for success.
Little Know Tips to Improve Data Hygiene Processing
As the multi-channel marketplace grows in complexity there are a few bedrock principles that continue to make sense.
The mystery of channel preference
It is increasingly more difficult to manage communication with customers and prospects because of the following conditions; new channels are introduced as technology advances, old channels are made obsolete and perceptions change, branding and image are no longer controlled solely by that company or it’s marketing department, and the pace of business in general is accelerating.
Getting “hands on” with today’s marketing efforts
For many years the operations and activities of the catalog marketers have stopped as their data files have been delivered to their services bureaus or printers.
