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Marketing Orchestration

Marketers: Say goodbye to the campaign calendar Does this look familiar? AVAILABLE NOW! 31 Define Pick Choose Select the message. the channel. the timing. the audience. If so, you're not alone: $T $1 $T 60% of marketing functions plan to boost funding for untargeted email marketing and display advertisements in 2014. $1 $T $T Don't follow the crowd. Your customers aren't listening. 34% Since 2007, already abysmal email open rates have plunged 34 percent. It's more likely you will survive a plane crash or win the lottery than click on an untargeted banner ad. 30s People spend 30 seconds or less consuming marketing messages. It's time to evolve your mindset and strategy around the customer Orchestrated marketing helps you focus on the overall customer experience. You might Thanks for purchasing the dress! Like your dress? Like us on Facebook! Enjoy the shoes! Free shipping on next order. Your dress has shipped. also like these shoes. Orchestrated emails - those sent in response to a customer action - have 70.5% higher open rates than business-as-usual messages. demographic 73%| name and address 61% lifestyle 59% In exchange for more targeted and smarter shopping experiences, consumers are willing to share personal information. 33 of consumers expect brands to contact them with relevant incentives and discounts within a day of registration or subscription to a website or service. 44. of consumers admit they are less responsive to non-personalized, mass marketing communications. In summary, there's a disconnect between where you, as a marketer, are investing and how your customers want to interact with your brand. What next? Start shifting your strategy away from the campaign calendar and start orchestrating interactions that unfold across your customers' journey and according to their preferences and behaviors. responsys Sources: Forrester Research, IBM, Solve Media, Harte Hanks, MediaPost

Marketing Orchestration

shared by vkapur on Nov 26
This infographic depicts why marketers need to let go of the campaign calendar and adopt a more customer-centric approach.




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