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Scott Hagedorn is the chief interactive officer of Rapp Collins Worldwide.

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The Merging Path of Media: How to Integrate New Trends into the Mix

Written on
May 26, 2006 
Author
Scott Hagedorn  |
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The Merging Path of Media: How to Integrate New Trends into the Mix

Triggered Communications Based on Customer Profiles

A key tenet of dynamic marketing is triggered communications, which utilize business rules and customer profiles to generate the right offer with the right tone and the right imagery. Historically, direct marketers have used past behavior to predict future actions. While still the best indicator, overlaying attitudinal data makes it possible to understand the motivations behind the behavior and find new customers who share the same attitudes. The combined data makes it possible to create customer profiles or personas that help in selecting content—and where that content will appear.

We translate these insights at a segment level into markers for identifying the prospective value of individual customers as they respond to our marketing efforts over time. Based on their behaviors and responses, we can “bucket” them into like-minded groups and migrate them to higher value tiers through salient messaging served up at relevant times via economical digital channels, greatly enhancing customer profitability.

Dynamic Content Management Systems

Critical to dynamic marketing is a content management system that can effectively bring creative to consumers. For instance, communications can take the form of e-mail, digitally printed materials, interactive media, SMS messaging, kiosk communications and even in-store digital signage. Digital asset management systems contain the content that is dynamically rendered in predetermined formats or content zones.

By leveraging customer data and analyzing customer segments for behaviors and attitudes that drive profitability, we have developed an integrated contact plan for a retailer that brings together contact streams and initiates communications based on behavioral triggers. Communications have been fundamentally transformed across all channels including digital signage, product packaging, direct mail, email, interactive, telemarketing and event marketing, resulting in more trips to the store, an increase in basket size and an increase in margin.

Closing the Loop

Tracking, reporting and optimization are critical, although in this model, content consumption is more critical than channel consumption. Since channel choice is determined by the customer and because you are not tracking “impressions,” the key to measurement in this model is looking at the experience the customer has created for herself and what she did based on that experience.

Emerging media is the new, new thing. Advertisers and media planners need to have direct marketing skills and a comfort level with database marketing technology if they want to capitalize on it in a trackable, measurable and (most importantly) customer-centric way.





Reader Comments.

how much would it cost to have this advertised with you to get to the top of search engines

Posted by wilbur baldwin | 1:08 am on May 31, 2006.

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