Science builds bridges
Posted: Mon Jan 06, 2025 4:36 am
Human resources and CRM
Photo courtesy of Fotolia
From mass media to personal communication
Fortunately, such developments follow each other at a rapid pace and the doors for personal communication are wide open. Parties such as Wehkamp embrace technology and make the experience 'hyper-personal'. From personalized content to dynamic prices based on your profile. Wehkamp tries to fill in every contact moment as relevant as possible. Real-time.
Rich profiles
When we start communicating based on profiles, we are able to get the right message to the right recipient at the right time, via the right medium. And I am not talking about the basic profiles that agencies advertise with. No, I am talking about rich profiles, made up of valuable direct contacts between the advertiser and his target group. These types of contacts are best made within your own channels. Think of loyalty programs for existing customers. Create relevant content for potential customers that meets a need. After all, content is the currency of the online world. In exchange for relevant content, consumers are quite willing to provide information.
When we think from the customer journey, we see that the boundaries between traditional push and pull methods are becoming increasingly blurred. When we send information based on a need, you are actually combining push and pull. The only thing that matters is that the contact moment is filled in relevantly. Not whether this message is sent or found by the consumer himself. By approaching marketing as a science, we can map out better than ever when and how we can communicate with our target group. Marketing as a science builds bridges to the consumer and provides insight into who, at what time, we can convey india phone data which message via which channel.
Marketing as art
As you can see, marketing is becoming quite scientific in this way. This is also necessary to take the next step and take marketing to the next level. Based on marketing as a science, we should be able to get the right message to the right recipient via the right medium. But how do we make a real connection with the recipient?
Emotional bond
The scientific side of marketing does not provide the desired wow factor for the consumer. This is where the art of marketing comes in. Where science provides all the 'hooks' and paves the way to the consumer, it is precisely the art of marketing to let that message land. By creating stories and an experience. By entering into an emotional bond, by responding to the needs and values of the individual. This requires creativity and innovative thinking.
Photo courtesy of Fotolia
From mass media to personal communication
Fortunately, such developments follow each other at a rapid pace and the doors for personal communication are wide open. Parties such as Wehkamp embrace technology and make the experience 'hyper-personal'. From personalized content to dynamic prices based on your profile. Wehkamp tries to fill in every contact moment as relevant as possible. Real-time.
Rich profiles
When we start communicating based on profiles, we are able to get the right message to the right recipient at the right time, via the right medium. And I am not talking about the basic profiles that agencies advertise with. No, I am talking about rich profiles, made up of valuable direct contacts between the advertiser and his target group. These types of contacts are best made within your own channels. Think of loyalty programs for existing customers. Create relevant content for potential customers that meets a need. After all, content is the currency of the online world. In exchange for relevant content, consumers are quite willing to provide information.
When we think from the customer journey, we see that the boundaries between traditional push and pull methods are becoming increasingly blurred. When we send information based on a need, you are actually combining push and pull. The only thing that matters is that the contact moment is filled in relevantly. Not whether this message is sent or found by the consumer himself. By approaching marketing as a science, we can map out better than ever when and how we can communicate with our target group. Marketing as a science builds bridges to the consumer and provides insight into who, at what time, we can convey india phone data which message via which channel.
Marketing as art
As you can see, marketing is becoming quite scientific in this way. This is also necessary to take the next step and take marketing to the next level. Based on marketing as a science, we should be able to get the right message to the right recipient via the right medium. But how do we make a real connection with the recipient?
Emotional bond
The scientific side of marketing does not provide the desired wow factor for the consumer. This is where the art of marketing comes in. Where science provides all the 'hooks' and paves the way to the consumer, it is precisely the art of marketing to let that message land. By creating stories and an experience. By entering into an emotional bond, by responding to the needs and values of the individual. This requires creativity and innovative thinking.