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Contact Optimization – Key to success :: Series 1

November 13, 2012

Your customer’s inbox is flooded with emails, their mobile phone is filled with unread tonnes of SMSes, they keep getting unsolicited calls and YES THEY ARE IRRITATED! What’s worst, is probably you are also a part of this irritation built-up ūüė¶

Contact fatigue is a growing epidemic! This creates a barrier in the consumer’s mind and he/she starts hitting the delete button every time they see a new communication from you. But hey, marketers felt that they were communicating the best offers which are in the consumer’s best interests. Perhaps yes, but what really matters is the ‘timing’ of communicating the right offer. This is where contact optimization steals the show.

However, contact optimization is not only about fatigue but also about a lot of other factors such as analysis,¬†flexibility¬†and preparedness. Imagine, if marketers work on a fixed plan that a customer will not be contacted for a new offer within a gap of 15 days – Is this contact optimization? Well, this is merely a contact policy which worked well till yesterday. Today’s consumer don’t have a problem in viewing content or advertisement provided it delivers value to them. Hence, a lot of analysis is needed to optimize contacts. For instance, if a customer opens a¬†particular¬†type of offer email¬†every time¬†and also goes to the landing page. ¬†This certainly¬†means¬†that the consumer is interested in that particular offer type, its your cue to improvise on this. But, the difficult part is to analyse these details when you have 100 million customers ūüôā A sound marketing automation system with dedicated efforts from your team can help do this.

Remember, the complexity only increases as the number of channels increase. With the advent of technology, the number of channels have increased drastically consumers receive location-based offers on their mobile phones and tablets. This may seem like a threat, but it’s an excellent opportunity for¬†marketers¬†to engage directly with end consumers. The challenge is that marketers carve rules in stone and follow set processes. These processes need to evolve the way consumers have. Brands need to be flexible and act in real time, this is only possible if brand managers move from managing logos, font size and press releases and instead directly engage with their consumers. We will see a lot of new techniques to do so, in the second series of this blog. Stay Tuned!



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