Marketing technology evolves at a rapid rate and even influences consumer behaviours as well as how we create and manage marketing campaigns. Discover in this deck What’s In and What’s Out for marketing campaigns to stay updated. Visit our website for more details and to subscribe to our eNewsletter http://www.digitalalchemy.asia Let’s connect… http://www.facebook.com/DigitalAlchemyLimited http://twitter.com/Digitl_Alchemy http://www.youtube.com/user/DigitalAlchemyPtyLtd http://www.linkedin.com/company/digital-alchemy http://plus.google.com/109695231036450612270/posts http://instagram.com/Digitl_Alchemy Don’t forget to follow our SlideShare channel for more content in the world of database marketing!

1. [ ]What’s InWhat’s Out{ }
The evolution of technology drives change in consumer behaviour, which directly affects customer’s perception
of and interaction with marketing campaigns. This results in marketers having to adapt to those changes in
order to effectively communicate and market the product or service to the customers. Here is how a marketing
campaign has gotten a makeover.
Enhancing customer interactions and engagement is crucial as it can drive positive ROI. Marketers need to
be able to build and adjust their marketing campaigns quickly and effectively to the changing customer’s
behaviours and responses, before the competitors do.
Because once you lose your customers, it might be harder to get them back.
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Personalisation
Each customer receives
all relevant personalised
offers.
Optimise Single
Customer View
Customer data is
integrated to create a
single customer view
which enables you to
keep updated and track
customer interactions
with the brand.
Segment
at Individual
Customer Level
The in-depth analytics
is applied to capture
customer behavioural
insight. This rich data
is then used to target
customers at
the individual level.
Responsive
Multichannel
Identifying the most
preferred channels, and
communicating through
those, while making each
channel responsive, and
ready to reach out again
if any of them fail.
Response and
No-response
Tracking
Along with customer
click-through and open
rates, the no-response is
also tracked to analyse
the effectiveness of
the campaign and adjust
the approach.
Marketing
Automation
Manual works are
replaced with marketing
automation, which
enables marketers
to focus on the
customer-centric
strategies, increase
the speed-to-market,
and minimise
operational tasks.
Batch Offers
Sending out generic offers
to all the customers.
Emphasise on
Data Quantity
Data is gathered and
added to data silos, aiming
to have a large database
for higher possibility of
reaching customers.
Segment by
Demographic
and Geographic
Customer base is divided
into discrete segments
that share common
demographic and
geographic data.
Blasting to
all Channels
Sending the offers
to customers via all
possible channels to
reach them.
Response
Monitoring
Only customer
responses are
monitored to measure
the success of
a marketing campaign.
Manual
Production
The production of
marketing campaigns
requires a lot of manual
work, with little control
over delivering to the
customers’ preferred
channels and timing.
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MARKETING CAMPAIGN
MAKEOVER