Going Digital: A Marketing Platform That Makes Sense
By Robert King General Manager, Travel & Hospitality, ClickSquared | February 09, 2010
I've talked in previous articles about technology having a profound impact on the nature of guest relationships, that impact has never been as profound as it is in today's marketplace. Today there are more communications channels and media types than ever before. Social influences are having a greater impact, and there's been a far greater shift in the control of the transactions and relationships. Now guests are calling the shots, dictating the timing and preferences for communications and engagement.
For marketers, this new customer-driven, fast-paced environment mandates a new approach to optimize engagement – the points of contact with the brand – and maximize the guest's lifetime value. Unfortunately, most traditional database-driven marketing solutions fall far short of these goals. They fail to deliver a comprehensive view of all of the guest's transaction history, interactions, preferences, media choices and other metrics. They can't deliver real-time data to drive instant decisions and responses. They lack efficient ways to share information across channels. And, they don't deliver the timeliness and relevance that guests have come to expect and demand.
That's why savvy marketers are increasingly looking to engage the full spectrum of two-way communication – online, offline, telephone, and face-to-face. Marketers need to draw on the power, fluidity and dynamism of online channels, from e-mail to Web 2.0 by adding the rigor and science of structured database marketing disciplines, and backing it with the solid execution of sound, proven online and offline marketing communication competencies. This unifies the capability to drive online and offline marketing - in real-time – with intelligent models and timely performance measures.
But as companies begin implementing these strategies it quickly becomes apparent that there are a variety of requirements to consider - including what type of platform to execute on. A digital marketing platform should support a long-term vision encompassing a complete range of services and facilities in an integrated management and communication system including:
Marketers need to convert raw guest data into coherent marketing information and analysis that provides insights into outbound communication strategies, targeting and segmentation, and important (perhaps previously unnoticed) trends, allowing organizations to make better investment decisions.