As marketers, we want to achieve both deep relationships with our customers and massive scale for our promotions. This is not always an easy task, especially since our customers are demanding personalization, choice, and value. How can we provide personalization, choice, and value to all of our customers?
In the past, companies were only able to achieve one aspect at a time: either scale or relationship. In the Customer Era, marketers knew their customers on a deep, personal level, but they were not able to achieve scale. Because of this, customers also didn’t have many choices. Next came the Campaign Era, and the opposite outcomes occurred. There were mass communications, and more companies were spending money on non-personal marketing to achieve massive scale. Customers were faced with a lot of choices, but not a way to realize value through deep relationships.
Now, we are in the Post-Campaign Era, or Relationship Era, in which there is finally an opportunity for all parties to be satisfied. Companies can develop and maintain personal relationships on a massive scale; customers get personalization, choice, and value.
How can your company make a smooth transition into the Post-Campaign Era? Marketing Orchestration is key for success in this field.
Here are 5 ways to embrace Marketing Orchestration: