9 manieren om marketingmoeheid te voorkomen

Selligent lanceerde onlangs een whitepaper over marketingmoeheid (een indicator: dalende conversie wordt waargenomen in e-mail campagnes). Mensen gebruiken meer media dan vroeger en doen dat steeds vaker tegelijkertijd. Beschikbare communicatiekanalen worden intensief gebruikt door marketeers: coordinatie tussen verschillende bedrijfsafdelingen die op overlappende klantenlijsten werken voor uiteenlopende acties ontbreekt. Natuurlijk heeft Selligent daar software voor (die voor het voetlicht brengen zal ook vast de achterliggende doelstelling van de roep om aandacht zijn); belangrijker en interessanter is denk ik het beschikbare whitepaper met daarin 9 stappen en adviezen hoe marketingmoeheid te herkennen en te voorkomen. Je vindt ze hieronder (+ Engelse samenvatting rapport):

Samenvatting

“People are flooded with marketing messages. The number of communication channels has increased explosively, and they’re being used more intensely than ever. It becomes harder for companies to develop relevant communication. Consumers use more media, switch from one media to another depending on their needs and constraints (social media or mobile for example) they actively search for information on their own and they decide for themselves in which way they want to get in touch with a business.

In this reality, where people increasingly control communication, the keyword is relevance. Businesses must focus on the value of their messages and interactions in every single contact, regardless of the channels and in function of the recipients. Cross-channel, relevant and real-time communication, based on customer and prospect preferences is crucial. People increasingly think “what’s in it for me” since they have more choice and control than ever before. If the communication is not relevant, from a content, frequency and channel viewpoint, they unsubscribe and lose their interest. The results? Less leads, less loyalty and less customer interactions. The answer? Continuously improve your communication, optimize the efficiency of every contact moment, focus on what people want, think relevance and optimize the coordination of your communication to avoid marketing fatigue and a tsunami of poorly coordinated marketing messages. In this paper you discover how to do just that.”

Voorkomen marketing fatigue: 9 manieren

• 1 – Offer choice of communication

  Geef keuzeruimte voor contactfrequentie, content, kanalen. Geef je subscribers de controle.

• 2 – Respect the rules of engagement and of permission

  Respecteer de dubbele opt-in en hou je aan ethische codes. Zorg ervoor, dat je meertalige unsubscribe procedures aanbiedt.

• 3 – Analyze, automate, segment, and target

  Segmenteer, analyseer en target: “It’s perfectly possible to refine the communication with the various subscribers automatically, in regards to your subscribers’ response linked to both customer data and data on the online behavior.”

• 4 – Look at an opt-in email as a human being, not as an acquired right

  Permissie moet je verdienen, steeds weer.

• 5 – Keep on testing and improving

  Blijf voortdurend testen en tweak je campagnes.

• 6 – Invest in relevant content and information

  Content is king en de waarde van je content bepaalt de relatie met je klanten. Hoe persoonlijker hoe beter.

• 7 – Look after the quality of your lists
• 8 – Coordinate your campaigns
• 9 – Involve your recipients

  “Give recipients, customers and prospects the possibility to provide feedback at any time regarding the relevance of your communication and content. On top of preference centers, surveys and direct feedback, use the tools and possibilities that social media has brought upon us: allow people to vote for your content, give reviews and interact with your content.”

Via: J-P de Clerck.