"Marketing Campaigns are Not Enough"

White Paper

MARKETING CAMPAIGNS ARE NOT ENOUGH: A White Paper looking at how to increase the relevance of your marketing programmes by moving from business-directed-push to customer-implied-pull marketing.

Consumer demand for timely and relevant communications is putting traditional outbound marketing to the test. While marketers realise, at least in theory, that a trigger-based approach to marketing is absolutely crucial, in many cases they struggle to make it work in practice. To be successful, companies need to take action in a number of vital areas.

For decades, marketers have relied on outbound customer campaigns to achieve their annual response and sales targets. As consumers increasingly expect (and demand) more relevant communications, the performance of ‘push’ campaigns is tangibly declining across all most market segments.

The rise of ‘continuous partial attention’ and ‘privacy Britain’ only serves to further reinforce this trend. Gone is the day of the quarterly ‘blanket’ mailing to the contactable universe; instead marketers are now asking what does each customer really need?

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Broadsystem White Paper entitled "Marketing Campaigns are Not Enough".