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When was the last time you decided that you needed a product or service but really had no idea from where to get it?

Even if this required that you carry out some research the internet stops this being an onerous task. What you almost certainly did not do was wait for a vendor or supplier to interrupt you to plant that seed of need in your head.

That certainly was the approach with traditional outbound marketing. Marketers would look for patterns and similarities in data, devise segments that, hopefully, contained like-minded individuals and would then send them offers that appeared to work for others whose data defined the group. The next, logical progression was to push these segmented offers to inbound channels where they could be delivered if and when the customer appeared.In fact, the days of the outbound, interrupt, marketing message should be predominantly behind us now as the digital age enables us to easily move to an “always-on” paradigm where we, as marketers, are constantly picking up signals, markers, context and events that our customers and prospects leave behind them in the channels and ecosystem and, thereby, enable us to be able to react to their current needs and desires and present them with communications and help that they perceive to be of real value; truly marketing as a service.Let’s look at some examples. The outbound call center agent waits for the dialer to connect him with the customer which the marketing team has determined would have a high propensity for a Platinum credit card. They start to present the offer to the customer but it becomes apparent that the customer has recently written off their car and now needs a car loan as the insurance did not cover the full costs of replacement. Always-on marketing enables the agent to react to this new need but making a real-time next best action that enables the best personal loan to be determined and presented to the customer.

​Then there is the mobile phone user out driving and making hands-free conversations with their business associates and experiences three dropped calls in fifteen minutes. Always-on marketing identifies these patterns in call records and determines that the next best action is to send an SMS to the customer apologizing for the drop-in service and informing them that the engineers are looking into their service quality. No sales opportunity here but, hopefully, an increase in NPS as the customer feels their needs are being recognized and addressed.

Being able to react to what the customer is doing and what is happening to the customer within the eco-system enables us to truly deliver an omnichannel, always-on experience which the customers will perceive to be a service that is reacting to their needs as opposed to yet another interrupt to try and sell them something they do not want.​Talk to us to find out how we can help you provide always-on, Marketing-as-a-Service.

Nick Combridge

     Nick Combridge 
  Senior Sales Director
      HCL Marketing Suite

​      LinkedIN

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Further Reading
Campaign Outbound Triggers
Marketing & Commerce | September 6, 2018
Using Campaign Outbound Triggers
An outbound trigger is the execution of a command, batch file, or script (that is stored on the Campaign Application Server) that takes place after a flowchart or process is run. You can define triggers to perform virtually any action, such as opening an application, sending an email, or running a program.
Campaign Execution Best Practices
Marketing & Commerce | July 11, 2018
Campaign Execution Best Practices
  The Campaign is the most used tool and the backbone of your marketing ecosystem. Here are the best practice recommended for Campaign users after years of working with this engine. Incorporate the 4 principles of Best Practices into your group Reuse, Organize, Automate and Share. ​ Execution specific Best Practices Create derived fields or custom macros when you need an aggregation of data that doesn’t exist currently on the database. Create control groups at the lowest level of segmentation, and use the random selection functionality provided in the software. When building a new campaign meet as a group and brainstorm the new design before building it.  Then after the campaign is built, meet again as a group to review the design and evaluate the campaign from all three vantage points: Performance, Ease-Of-Use, and Flexibility. Define offer and promotion history so that each discreet contact with a customer can be identified in the database. Use Campaign user attributes to capture more information or create derived fields to support this requirement. Use ‘Check Syntax’ for syntax checking at all times. Use the ‘Summary Tab’ to capture Campaign metadata and descriptive information. Apply suppressions early in the Campaign design process (so that your surviving population is smaller as you progress down the processing chain). To obtain waterfall or cascading counts, use a separate process box for each Select or Segment process, the results can then be displayed with the cell waterfall report. Use the ‘Cell Size Limit’ function to limit output records to particular channels based on constraints. When entering multiple conditions in SELECT and SEGMENT process boxes, enter criteria piece per line and place the AND/OR operators on a separate/newline.  Enter the AND/OR operators in ALL CAPS. Use the ‘General Tab’ to capture comments about the processes you have created. When creating multiple...
Campaign APIs
Marketing & Commerce | June 19, 2018
Campaign APIs – Be REST Assured
Representational state transfer (REST) or RESTful Web Services is a way of providing interoperability between computer systems on the Internet.
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