Despite advances in cross-channel marketing automation, the majority of today’s marketers still approach customer engagement with a campaign-based mentality. The blast approach – rooted in mass marketing print and online ads, email and direct mail – is marketing comfort food: familiar, cost-contained, and easy to digest. But it’s also easily dismissed by consumers who, in today’s digital world, are squarely in control of message and information consumption.
To more successfully engage, many companies try to take advantage of consumers’ digital participation by setting up social media programs or inbound marketing programs.The approach relies on listening tools, social messaging platforms, and content management programs that often require teams of staffers or outsourcers to monitor consumers’ activities, create relevant content and provide timely responses. Are they successful? It depends on how you define success.