December 3rd, 2008

Five core areas of Transdigital Communications-Planning™

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1.    Audience Engagement
Today, engaging and retaining customers means treating them both as an audience interested in information and entertainment, as well as a relevant consumer of a brand’s products and services. Effective audience engagement delivers revenue objectives and ensures that the brand is relevant to the different communities of interest it serves.

2.    Consumer Interaction
Considering the increased cost of engaging with potential customers, extending the period of engagement with potential customers by providing them with ongoing, relevant streams of interactive and entertaining content makes more sense than restarting the engagement process. To help brands stay connected with ‘new consumers’ communications need to leverage the Internet’s inherent advantages: interaction, behavioural targeting, measurement and accountability.

3.     Consumer Insight
Intimacy holds significant differentiation for brands in the more competitive ‘new consumer’ economy, and brands need a deep understanding of the ‘new customers and the new prospect’ to improve communications throughout the lifetime of a customer relationship.

Ultimately that understanding must allow you to tailor messages to specific market segments and ultimately to the market of one, the individual customer. Analytics capture customer behaviour and voice, and this data can be leveraged for CRM, market segmentation, personalised messaging, customer analysis and business forecasting.

4.    One-to-One Marketing
The one-to-one marketing approach treats each chosen customer individually; uniquely understanding their needs, building genuinely personal dialogues with them and creating highly personalised solutions. This includes targeted, data-driven and personalised marketing collateral that resonates with recipients and motivates them to take action.

Unique and relevant one-to-one communications with integration across print and electronic media can generate higher response rates and accurate real-time campaign measurement. Furthermore, it helps marketers meet today’s communications challenges and acquire leads, increase sales and secure customer loyalty.

5.    Brand Positioning
The rapidly changing marketing landscape has significant repercussions for the positioning of brands. In today’s crowded marketplace where products and brands seem interchangeable, how can a brand stand apart from its competitors?

While it is still important to develop a brand promise that is unique, compelling and believable; the customer relationship must become a focal point of brand positioning. Moreover, brand positioning needs to consider social and community elements, rather than make comparisons with competitors in an isolated fashion.

Communications