Database : Tuning In

5 steps to find the contact media and frequency that will make your customers buy

Consumers today are more empowered than ever, largely thanks to the growing number of available and accessible channels, many of which put them in the driver's seat as initiators of marketing connections.

In addition to what are considered to be the traditional direct channels—print, mail, television, telemarketing, radio, etc.—digital channels are omnipresent and there seems to be no end to the emergence of new ones. Internet, email, social and mobile options are becoming ingrained in how consumers become aware of, engage with, and ultimately purchase products and services. In reality, the always-on, always-connected consumer has many ways to communicate, buy products and services, and relate to a brand 24/7. These consumers are no longer targets at the end of a sales funnel or information push. They're at the center of—and often the beginning of—a brand dialogue.

This constant communication, increasingly held digitally, yields information that empowers the marketer. Data becomes the link—the constant flow of information about the consumer that results in highly personalized and appealing marketing messages.

Give Control to Consumers
It's important for marketers to create an environment where consumers determine and control how and when to communicate. Combined with the marketers' own efforts, this creates a dialogue and flow of communication rather than a static sales transaction.

Marketers must make it easy for consumers to select channel and frequency preferences at their convenience. Overall, you should ensure consumers are aware of all your contact options—including those for gathering information, getting questions answered/issues resolved, learning from peers and making purchases. Use a variety of communication channels, both traditional and digital, so purchase decisions are at the consumer's discretion.

Get the Data
Proper data capture is critical to building an effective communication or interaction strategy. Consider these three points where data capture is particularly important:

Perception: Knowing how a customer or prospect feels about your brand and its promises can go a long way to knowing how often to communicate and through which channels. Some marketers overlook the value of measuring consumer perception and would do well to utilize survey tools to measure overall satisfaction with a product, service or brand. Satisfaction surveys can also be used to determine prospects' overall awareness of the brand. Survey again three months after the initial survey to determine how existing communication affected perception of the product, service or brand. This will be your basis for making program refinements.

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