The right information, to the right recipient, at the right time. This has been the golden rule of product communication for decades. Then another dimension was added: the right touchpoint.
Join our Senior Consultant, Mattias Jacob, on an exciting journey from the analogue world of advertising to the fully digitalised customer experience.
The transition from analogue to digital advertising
The traditional rule of product communication — that the right information must reach the right recipient at the right time to convey the marketing message — is now an old truism. In the past, this was usually achieved by randomly selecting recipients. This was done through scatter advertising, such as catalogues, flyers and television advertising. In the 2010s, the internet was initially seen as another suitable channel for mass advertising. 'We also need to reach customers online. Then we'll just create an online catalogue.
As many companies proceeded in this way, the amount of advertising on computers, laptops and all other digital touchpoints increased. It became increasingly difficult to manage the second and third parts of the truism: reaching the right recipient at the right time. Not to mention the costs and the fact that information became inconsistent across channels. This made it increasingly difficult to recognise truly relevant information, and in the worst-case scenario, it was no longer received at all. Online was not just another channel, but another dimension: the right information, at the right time, for the right recipient, via the right touchpoint!
The key to success
The focus shifted from product information and the technical means of transport to the processes involved in product communication. How can I manage my information across all four dimensions? How can I determine which information is relevant and which touchpoints can be used to reach the recipient?
Solutions such as Marketing Resource Management (MRM) and Customer Relationship Management (CRM) have become increasingly important during this time, helping to harmonise all four dimensions alongside well-managed product information and content optimised for online use.
The transformation of marketing from the analogue world of print catalogues to the fully digitalised customer experience is ongoing. The constantly changing environment is gaining momentum.
Today, marketing is not just a corporate discipline or department; it is an interplay of many processes. Driven by constant innovation and new technologies, modern marketing involves coordinating all those involved in customer communication within the company and across the partner landscape. Collaboration is absolutely essential.
No one person can possess all the knowledge, so decision-making processes can no longer lie solely within the competence of individual managers. Not even a CMO or CEO. Self-organising teams need support from the C-suite in the form of clear strategic objectives and the freedom to implement these independently. With the support of agile methods involving regular reflection, learning and optimisation, marketing becomes an innovation booster rather than an ever-greater challenge!
Are you looking for a partner to support and advise you competently during your digital transformation? Contact us today to arrange a non-binding discussion.