Marketing 2.0.- Interactive communication

In the new age of Digital Marketing or Marketing 2.0, the power is in the hands of the customer.

The customer chooses how and when they interact with the brand, and exercise their power using the most appropriate communication channel at the time that suits them. The dialogue that is established is interactive, customized and multi-channel, preferably carried out in real-time so they expect immediate reactions and responses to the questions, doubts and clarifications that they may have through their journey until they make the decision to buy. The journey does not end here, after that they expect the delivery commitment to be met, and there is also after-sales support, in other words, there is a long journey of interactive multi-channel communications.

Heading: INTEGRATED MULTI-CHANNEL COMMUNICATION. Through a unique platform (I).
Date: 27/10/2014

Regardless of the channel of communication initiated or responded to by the customer, the interaction should be continued throughout the process.

The continued management of interactions between the brand and the customer in real-time can only be done through automated and integrated multi-channel communication.

Key multi-channel communication strategy elements

A multi-channel customer communication strategy should take the following key elements into account:

  • 360º view of the customer.
  • The integration of contact processes.
  • Process automation.

In other words, communication with the customer must be integrated and automated.

The customer must be the star…

1. 360º view of the customer

The advertising company develops multi-directional communication through events that generate points of contact with customers. The combined action of the contacts provides a unique 360º view of the customer. It’s really about putting the customer at the center of the multi-channel strategy so that they are the real star of the communication, and listening to them to give them a memorable experience that will lead them to buy, repeat, and finally expire.

2. The integration of contact processes

The second key element of a multi-channel strategy is integration.

Companies have contact channels working to this end with different suppliers, but they have very little information about what their customers do in each channel.

The management of contacts must be done with the help of a customer interaction database, communicating with them through the most appropriate channels.

The response from the customers updates the interaction database, checking the status of real-time interactions.

This real-time information is what really allows us to know if the customer is having a positive response to our proposal and, if not, some of the elements of the process can be changed.

Therefore, it is about ensuring that there is integration of contacts and customers with instant or real-time information.

3. Process automation

The third key element is process automation. It is essential to the integration of customer contact in real-time. Automation is a cyclical activity that analyzes the processes of multi-channel customer communication to optimize them, taking into account customer preferences, the efficiency level of each channel and its cost.Immediately after that, the communications are executed in different channels supported by a campaign manager.

Finally, the execution is supervised by a monitoring system that allows control to be carried out and a new cycle to then be started.

Process automation is essential to the integration of customer contacts in real-time.

Javier Echebarría