The complex marketing landscape
In part two of this series, I discussed the second stage of powering lifetime connections which is creating a plan for ongoing dialog. More often than not, brands either send one to two communications to welcome customers to their loyalty program, or, they over communicate and run the risk of customers classifying these communications as ‘junk mail’. Marketers need to develop a communication plan with the right number and types of communications for each program member to sustain customer loyalty. But as I’ll discuss, in the final part of powering lifetime connections, communication plans need to be flexible and accommodate for change along the journey. The needs and wants of consumers are ever changing and developing a plan to adjust to these needs is a must.
I have been in the data-driven/relevancy-driven marketing business for 25 years. I’ve seen the number of marketing channels explode. I’ve seen the marketing cycle time drop from quarterly to real-time. I’ve seen a reference book worth of buzzwords come and go.