Making the Direct Pitch Digitally

By Bryce Marshall, Knotice -- Multichannel News, 8/23/2010 12:01:00 AM

Direct digital marketing is simple. It extends the addressability of traditional direct marketing to the digital channels of e-mail, mobile and Web.

Digital addressability is the foundation of the three core direct digital marketing channels:
• E-mail communications to customers and prospects within the serviceable footprint.
• Text messaging, along with apps, mobile-optimized e-mail and mobile Web experiences.
• Targeted Web content within a website, customer portal or landing page. Each of these channels provide enormous opportunities beyond traditional direct marketing, including speed-tomarket, personalized content, automation and measurability. Why is direct digital marketing important to MSOs?

At the 2009 CTAM Summit, Jerry Dow, Suddenlink Communications’ chief marketing and sales officer, provided a unique perspective for MSOs . To paraphrase Jerry’s insight, “As MSOs, we are blessed with advantages including multiple product offerings, ongoing business relationships with our customers and great customer data.”

Direct digital marketing is central to capitalizing on three opportunities:
• MSOs have accessible, actionable data that marketers covet.
• Direct-response messaging complements marketing and care communications in other channels.
• Since MSOs are technology leaders, they can provide the high-value digital interaction consumers already expect from the valued brands in their lives.

Direct digital marketing can drive exceptionally productive and positive interactions with customers and prospects, support marketing objectives, reduce churn, establish foundations for loyalty and guide customers through key stages of the customer-provider lifecycle.

MSOs can take advantage of direct digital marketing in three ways:
• Aggregate customer attributes and activity data to create a data mart.
• Coordinate communications objectives across channels and departments.
• Create consistent, consumer-centric experiences at every touch point.

Let’s look at a scenario where direct digital marketing, when planned and managed holistically, drives compelling customer experiences and profitable relationships.

MSOs understand the interactions and events that shape successful long-term customer relationships, but often neglect proactive communications that nurture new relationships. With a focus on key event and activity indicators, MSOs can efficiently automate high-value digital interactions to shape the relationship at each step in this lifecycle.

Some examples:
• Send pre-installation email messages confirming order details and installation appointments. Customers can opt-in to receive a text-message reminder that day.
• Send e-mails immediately following the installation that extend a warm welcome to the new customer, provide access to customer support and give details on getting the most value from new services.
• Days after the installation, automated e-mail surveys can help MSOs understand customers’ early impressions. The data allows MSOs to segment and respond to subscribers with e-mail and targeted Web content.
• Ongoing messaging triggered by predefined events and activities can help migrate customers to the critical milestones that shape an MSO’s best relationships.

What’s common to these examples? Seamless, relevant, consumer-focused messaging that is efficiently managed. All marketers need to do is harness available data attributes and apply direct digital marketing intelligence holistically across multiple channels and departments.

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Bryce Marshall is the director of strategic services for Knotice.