Monday, 4 January 2010

Marketing Technology - The Next Wave

A report by Booz & Co highlights the advantages of creating the requisite infrastructure to enable truly personalized marketing campaigns that are relevant to consumers needs whilest being efficient to run and optimize over time through the use of next generation platforms.
In a world overrun with marketing messages, the next wave of marketing technology will cut through the clutter, building automated marketing campaigns that address your customers’ wants and needs individually. The result: greater customer intimacy, improved loyalty, and higher revenues.
Sound familiar? It really does echo the promises made by the original CRM platform vendors doesn't it - so what is different this time? The report outlines familiar areas for improvement (the often dysfunctional relationship between IT and Marketing departments), it also proposes a rational road-map from the present, transactional, siloed and sequential platforms to a more organic application eco-system where the customer interaction is governed centrally whatever the channel...

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10 comments:

Anonymous said...

Hi Mark, I've read the brief report and agree with it's conclusions. What are your thoughts on how vendors are serving this type of next-gen capability up. While this report focuses on the marketing side of "customer interaction", I feel it is the convergence of the Marketing and Customer Service, optimized by BPM and guided by analytics that will win the day.

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