It's no secret that today's consumers are more demanding and selective than ever. Not only does yesterday's approach of one-off direct mail pieces and random emails no longer work, it can be enough to turn off your customer or prospect for good. With today's economic climate showing limited signs of improvement, it is critical that travel organizations and destinations leverage "intelligent," triggered communications approaches to engage, motivate and sustain customer interaction in all market environments.

The dance of communications choreography is the incorporation of timing, sequence, frequency and pacing considerations into the customer outreach process. Even for a customer base that numbers in the millions, engaging the individual customer in a highly relevant, personal and timely dialogue is an accomplishable task using new technology that automates the process. In fact, it is an essential competitive strategy because customers are bombarded with thousands of mass marketing messages every day.

So how do you utilize choreography to break through that clutter? Marketers are increasingly turning to solutions that take four key elements into account enabling them to deliver automated, highly-customized marketing campaigns that respond to customers in a way that increases the bottom line.

Four Choreography Components

Communication choreography requires that companies consider four distinct but ...