With
sophistication of marketing tools and number of media increasing
tenfold during the past
decade, the difficulty of keeping customers engaged has also
increased. Reaching qualified prospects at the right time, and
through the right channel, remains an obstacle, as the volume of
marketing messages both online and off-line continues to increase
year over year.
A
JupiterResearch executive survey revealed the prevalence of these
opinions. When respondents were asked about top challenges during
the coming 12 months, developing new targeting tactics was second
only to e-mail delivery issues. However, a key barrier companies
face is cutting through the complexity of enterprise marketing
automation
applications,
and productively embracing vital marketing components for successful
campaigns. Begin building campaigns by using the following essential
marketing tactics:
•
Gathering and building robust customer profiles
•
Optimizing registration pages and landing pages
•
Carving customers into basic segments that will evolve as the
amount and sophistication of your customer data increase
•
Becoming proficient at testing to determine which tactics are
impacting campaign performance
•
Tailoring offers through personalization
•
Coordinating campaigns across your organization to support
increasingly broad company
goals
