Database: Tuning In
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.
Engagement: Measuring customer/prospect interaction—or engagement—with your product, service or brand also helps determine how and when to communicate. Observe where customers and prospects decide to engage with you: How much time have they spent on your website? Did they participate in blogs or other social media channels? Who is speaking with their peers about your company? Which prospects responded to your mail piece? What do your email open and clickthrough rates look like? A comprehensive analytics program will allow you to look at engagement by deciles and clusters to get a more complete picture of engagement.
Purchase Behavior: Use primary research—such as a series of surveys or focus groups—to capture purchase intent data, then track actual purchase behavior as you measure conversion rates. Bring it all together by creating a correlation model that connects the dots between perception, engagement and purchase behavior. How do these impact each other? What does that mean for your communication strategy?
How can a marketer combine pervasive online and offline channels with valuable data insights to know which channels to utilize, and how often, to communicate relevant and timely messages that prospects will welcome? Consider the following steps:
Step 1: When designing the strategic concept or program, first assess possible audience participation across likely points of interaction and determine the potential ROI for the campaign.