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Marketing should be a process, not just campaigns  Many marketers live in the world of disjointed campaigns and scattered marketing efforts. Hopefully your company isn't like that.Developing a marketing process involves stepping back and bringing all of your marketing efforts together into a single, coordinated, and consistent process. You have to make the right contact, to the right person, with the right offer at the right times. And it doesn't end once they become a customer. That's just the start. The marketing and communication process should continue throughout the life-cycle of the customer. Sometimes it's just a "Happy Birthday" or "How Are You Doing," email, when other times it's a special promotion offer online, or up-sell direct mail effort. No matter what the specific strategy, smart, process-driven marketing means no matter who the prospect, or what the position in the life-cycle, you always have a marketing plan for every customer or potential customer. See Relevant Marketing in action. |
