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Methinks no need to hedge. Customers have moved on and are in fact choosing how they will interact. I found a fascinating piece in "my Forrester" today, entitled "Use Promotions To Cut Through Ad Clutter" by Shar VanBoskirk with Julie M. Katz.

The context I got is that consumers are using promotions to self select from their chosen provider, in lieu of having to listen to all the marketing garble out there.

But even that will be short lived when smart firms figure out how to be there at the right time, right place with appropriate offers for their customers.

I'd suggest, that "right time, right place", is the diametric opposite of campaign.



Here's the reason I hedge just a bit... As firms bring new products and services to market they still need to make their clients aware of these new products and services. Certainly we should only be communicating to those customers that are likely to have interest in the new products. However, the mechanics of creating the communication, identifying who to target it to, etc., all fall within the traditional campaign construct. Although we all agree that marketing should pick up its bullhorn much less frequently, it's unrealistic to think the bullhorn goes away entirely.

Here's a quote from ELOAN that I published in a report entitled, "Case Studies In Event Triggered Marketing" (see http://www.forrester.com/Research/Document/0,7211,37467,00.html): "Although response rates for the triggered programs are much higher, the distribution is lower. Our blast email campaigns have a very low response rate, but we send them to such a large population that the revenue they generate is much greater than what we see from the event-triggered programs."

How do you argue with that business reality?

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