By M. Isi Eromosele

External critical factors such as globalization, privacy legislation, technology advancement and digital marketing channels are causing many companies to reevaluate their traditional approach to communicating with their customers.

The availability and impact of new technologies that facilitates social media implementation, analytical Customer Relations Management, multi-channel marketing and integrated marketing campaigns are having a profound effect on how companies can successfully conduct global marketing and branding of their products and services in the future.

The cumulative effect of this evolutionary marketing change is that companies would have to make strategic adjustments in the way they acquire, manage and retain their customers. All of the above factors are having a tremendous impact on how marketing is conducted in the global marketplace.

This marketing evolution requires the effective integration of market positioning with customer focused strategies such as intuitive personalization and permission-based marketing. The results would be increased sales and revenues for forward thinking companies.

To accomplish this, new models for building profitable, value-based customer relationships would need to be established, which would require companies to automate sales and customer service functions, primarily through web-based applications and methodologies.

Customers are bombarded with thousands of marketing messages on a daily basis. They are simply overwhelmed with these marketing messages since it is often difficult to differentiate new messages from old ones.

Often, when truly creative advertising is broadcast, consumers remember the advertising theme, rather than the product or service message in the commercial. This severely limits the value in promoting a brand or selling a product or service.

With the limited time they have and their short attention span, consumers consider most marketing efforts from companies as a waste of time as well as being intrusive.

Continued emerging technologies can help reverse the above consumer thinking by making them part of the process, especially through social media. This is a major underpinning of the marketing evolution that is taking place.

The Internet has played a major role in turning consumers into highly informed clientele. As such, they have developed a high degree of product/service knowledge, resulting in a higher level of customer switching.

The key to the successful implementation of a marketing campaign is to make it highly adaptive. Offers to customers must be personalized and made through multi-channels. Customer information needs to be consistently analyzed to respond to changes in customer preferences.

Today’s customers demand convenience. To satisfy this requirement, companies need to develop sophisticated and integrated multiple channels to their targeted markets.

These channels need to be integrated, with front-end analytical customer information being merged with back-office fulfillment processes.

The marketing channels have to be integrated for individual customer segments and preferences. Every channel must be customer centric, primed to conform to the customized preferences of individual customers.

This strategy turns low-value customers into high-value ones. Preferred channel interactions create loyalty among customers.

M. Isi Eromosele is the President | Chief Executive Officer | Executive Creative Director of Oseme Group - Oseme Creative | Oseme Consulting | Oseme Finance

Copyright Control © 2011 Oseme Group