A marketing campaign is defined as a set of actions carried out by a company to target a group of people, customers and prospects mainly, based on several communication levers. It takes time, organization, resources, a routine that you try to master as well as possible because it is part of the marketer’s daily life! Do you think you could do better without it? The answer is yes.
Targeting is outdated
That’s said. Now we’re trying to explain why. Even if we always talk about a campaign without taboos, it is becoming increasingly difficult to accept the fact of addressing groups of people. To divert the problem, we talk about targeting. What is actually changing? Nothing.
For example, an email is sent to a part of the database present in the CRM. How did you compile this list? Generally, we choose one or two homogeneous criteria: the customer has had an average basket of X euros in the last 6 months, the customer has two children and lives in the Paris region, etc. Then we launch the email campaign.
The opening rate is often good but the click rate is not satisfactory. Indeed, targeting does not make it possible to be consistent with the receiver’s expectations.
Resources are not infinitely extensible
Preparing a marketing campaign and everything it contains, mail, social media publications, events, advertising, requires a huge budget. Of course, the more campaigns we multiply, the more we open the floodgates.
The automation of campaigns has slightly changed the situation but does not solve everything. You still need to plan several emails to address all your targets with its batch of products, services, etc.. Then comes the question of choice. What to choose? It’s a matter of merchandizing, you’ll tell us. The brand launches a new offer, decides to schedule a discount for a period of time, in a nutshell, she talks to the customer.
The automation of campaigns has slightly changed the situation but does not solve everything.
Why? Because we always start from the offer we want to share before asking ourselves who we are sending it to. Is the customer waiting for this new offer? The answer is likely to be no.
At the same time, what is the customer looking for? Does he need this offer? No, because he already subscribed to the service two months ago. Will he be interested in this reduction? Nor because he is looking to change his product, it no longer suits him because his personal situation has changed. It comes to the sensitive point on the marketer’s side: should he continue to choose for the customer?
The marketer is a messenger, not a prescriber
It overlaps with the previous point and allows us to introduce a thorny subject. If we stop marketing campaigns, what will happen to the marketer? It is he who sets the pace, the tone, the soul of the brand. Of course, it meets commercial objectives, but it is the coating.
In fact, the subject is not to stop doing his work but to find the very essence of his work. What concerns the marketer is first and foremost to get in touch with the buyer, the one from yesterday, today and tomorrow. Not necessarily to fight to get the 10 offers currently on offer into an email!
Stopping campaigns in the traditional sense of the word means giving yourself the opportunity to focus on the essential: the message.
Messages are quickly obsolete
When you start a campaign, you have to get ahead of the curve to be ready on D-Day. You begin by defining the quantitative and qualitative objectives and then you look at the action plan. Then comes the turn of the campaign in which the email is included.
Once sent, the contents are frozen. No more way to update them. If the opener feels concerned about alleluia, if he opens it 1 ou 2 days later and the offer is finished, it is a flop.
The following issues must be resolved: in what context is the recipient located? on what device? under what conditions? with what intentions?
You can be happy to share best sellers and be convinced that what is convenient for others will certainly suit this recipient. However, the recipient turns away from the best seller block. What if you show him a product category from the day before ?
We now have the opportunity to expose the recipient to updated content, good news!
As we have seen, the campaign system survives despite its shortcomings. To be able to talk to everyone, you have to be able to:
- have a systematically updated message;
- individualize each message, that is, one that sticks to what it is at the time of exposition , not what is projected on it;
- leave out targeting;
- focus on the message, not the product !
If you can answer yes to all of these points, you are at the top of the customer experience. If not, there are ways to act by opting for Live Content and individualisation. Contact us to discuss it!