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marketing accountability

 

The Chief Marketing Officer is increasingly being held accountable for Marketing Return on Investment (MROI) and marketers are challenged by the inability to measure the return of their marketing investment.

Nevertheless, there are tremendous gains to be made through achieving leadership in Campaign Management for telecommunications companies. Churn Reduction, revenue stimulation, and marketing efficiency are potentially worth hundreds of millions of dollars per annum to operators.

The specific challenges of the telecommunications environment require a sophisticated approach to campaign management. It should be based on processing large volumes of data generated to trigger appropriate marketing action. This approach is often referred to as “trigger-based marketing”, or “event-driven marketing”.


trigger-based marketing

Trigger-based marketing operates on the premise that it is imperative to make the right marketing messages to customers at the right time, via the most appropriate channel:

Firstly, marketing messages should be delivered at the time the customer recognizes a need, and is receptive to an offer that will satisfy it.

Secondly, the offer must be relevant to the customer at that point in time.

Finally the marketing message should be delivered via a communications channel that the customer is most receptive to.

 

our methodology

marketing to one™

The process proposed by Emagine to establish a best practice Campaign Management environment for telecommunications operators is a 7 step process. We call it Marketing to One™:

  • Step 1: Build the Customer Lifecycle Contact Strategy
  • Step 2: Campaign Definition
  • Step 3: Campaign Prioritisation
  • Step 4: Assess the required data and data sources
  • Step 5: Create activity monitors for event triggers
  • Step 6: Execute trigger-based marketing campaigns and measure results
  • Step 7: Use analytics to optimise performance


Visit our resources library, click on whitepapers, and download our Best Practice Whitepaper for more information on our “Key Success Factors”. You can also view operator case studies which demonstrate our success. Click  'resources library' button on the panel on the right.