Time to Get Personal —Sherburne
But there is still what some are calling a “missing link”—the ability to manage those campaigns across a variety of channels, with two-way data exchange between the campaign activity and the enterprise systems. In essence, then, your ability to provide the management of integrated, multichannel marketing campaigns, and to track and report on their results, provides the missing link that marketers are seeking. Pellow pointed out that as marketers attack these issues, they have lots of questions. She said:
• Marketers are confused. What tool fits their needs?
• Marketers are hungry. They are actively seeking technology and partners to make their lives easier and to improve productivity and ROI of their marketing efforts.
• Marketers need a blueprint. They need help identifying the right solution for improving marketing performance.
The key elements of a successful campaign, she points out, include having a coherent strategy in place that succinctly defines the target market; an attractive and appealing offer; good creative execution; and quality data sourced either internally or externally.
The good news is that there is a wide array of tools in the marketplace that you can leverage to deliver these services. They are being written about regularly in just about every trade publication, including this one. If you haven’t yet dipped your toe in the water, the time to do so is definitely here.
A word of caution, though. Although the number and maturity of tools has escalated significantly, this is still a more complex business than what we may be used to as print service providers. It requires a level of IT expertise to be able to manage both the data and the customization that is surely going to be required. If you are not in a position to invest in these new capabilities, there are plenty of firms that would be delighted to partner with you as you go after new customer applications, with each party contributing its own expertise.