A four-part
series chronicling the origins of today’s permission marketing landscape

Simply put, it means that interaction is
inevitable but engagement is optional. Consumers are talking to businesses (and
to each other about businesses) without the need for anyone’s permission or
invitation. They have unique preferences and are attempting to make the
businesses they interact with aware of them. The only question for modern
marketers is whether or not they have the ability to listen to consumers, join
the conversation, learn from the ideas and feedback they hear and in doing so,
earn loyalty and engagement.
The key to driving engagement in the modern
era is letting the consumers themselves share ownership of the conversation
based on their interests and preferences. It’s the natural continuation of the
narrative that began when consumers were first liberated from the limitations
of geography and basic availability of nearby vendors. Later, empowered by
technology that globalized markets and broke down the barriers to direct communication,
consumers demanded a voice in an engagement-based model that rewards
responsiveness and personalization.
In order to compete, brands must consolidate
the collection, management and reporting of consumer preferences from across
the enterprise into a central system. This system should integrate with
marketing databases and CRM systems in order to provide organizations with
their customers' and prospects' legal contact status and marketing and account
servicing preferences. Empowered by preference data, companies can improve
campaign results, increase sales revenue and improve customer loyalty while
satisfying privacy requirements at the same time.
Make no mistake – the conversation is taking
place regardless. The only question is how businesses will react. Some are
already embracing the new engagement paradigm and setting a new standard for
customer service. It begins with preference management – the latest chapter in
the story of engagement and the necessary foundation for listening to and learning
from consumers.
Eric Tejeda is the Director of Product Marketing for PossibleNOW and CompliancePoint. Eric supports the organization’s growth objectives by productizing
and launching innovative new products and services that fill critical needs in
the marketplace.
With 25 years of experience, Eric firmly believes that
permission-based marketing and preference management is a mega trend and the
path to success for marketers today.
Follow me on Twitter: @EricTejeda | Connect on LinkedIn: Eric Tejeda
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