New Marketing Channels: Customer dialogue is critical
|Go Interactive and Generate Dialogue!|
Just finished a great article: The New Campaign Management Mandate by Forrester Research. Lots of great suggestions about rethinking traditional approaches to marketing campaign management.
Forrester mentions there are now a “dizzying array” of channels and tools available to reach consumers… placing the consumer in the driver’s seat as far as marketing focus. Forrester suggests this environment makes touching a customer easier but.. is a much more complicated life for marketers. There’s the question of direction, integration and focus..at a minimum!
Amongst the challenges, Forrester suggests, is that, “emerging channels are under utilized for customer dialogue.”
Have to go back to an earlier CPS blog regarding helicopter friends and their influence — and how businesses can harness that influence through interactive touchscreen use. Helicopter friends Tweet, Facebook post and the like — they’ve been called prosumers! They broadcast information regarding likes, interests and…your products! And, that broadcast message can be haphazard and unfocused.
Why not harness and direct these messages? Ask for comments; provide an easy way to Tweet your product? Plan on Facebook posts? You can effectively implementing a process for customer dialogue in an emerging channel!
Well-designed interactive touchscreen systems will help this process. They’ll present you..message, brand, products. And, you’re able to harness your consumer’s interest to generate more messaging. We’ve said a Tweet or Facebook post is a today’s version of the referral. Using an interactive touchscreen system, your shoppers can open a dialogue and broadcast your brand!
Then, you’re achieving some of Forrester’s objectives: engaging your consumer and providing relevance, personalization, and collaboration.