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Marketing Software Featured Article


February 08, 2008

Marketing Software is Essential for Automating Follow-up Tasks

By Susan J. Campbell, TMCnet Contributing Editor


Marketing is an essential part of any organization as it helps to define the target market for a product or service, as well as the message that the company wishes to communicate to that audience. To accomplish this effectively, many organizations implement a robust marketing software solution.


One of the challenges that plague many marketing departments today is the ability to effectively and efficiently follow up on specific marketing tasks. Many of these tasks are deemed to be mundane and may be overlooked in the rush of daily business, yet can be critical to the total execution and success of a campaign.

Marketing campaigns today are not the canned and blanketed messages of yesterday. Sure, this approach is still taken with branding, but consumers now expect more. Today’s consumer expects a company to know their likes and dislikes, buying habits and needs – preferable even before they do.

The company that can effectively approach the customer with such a strategy, will ensure loyalty from the customer base. To do so, the company must be able to capture critical customer information, plug it into different applications throughout the enterprise and use that information to customize solutions for a customer.

This is where marketing software can be used as an essential tool for performing follow-up tasks. Consider the customer that has received information regarding the company’s latest marketing campaign. They are intrigued by the message, by not enough yet to take the initiative to call the company to make a purchase.
 
The right marketing software solution in place in such a situation, would trigger an automated phone call, IM or even an e-mail to the customer base that has received this information. The customer is then motivated to make the purchase as the organization has just made it easier for he or she to do so.

By automating the process, marketing software not only ensures that the crucial next step is taken in the marketing campaign, it also ensures that the maximum value can be gained from that campaign. Follow-through is the most important step in the marketing process and failure to do so will make the entire campaign a waste of time and money.

Automating the follow-up steps in the marketing campaign will also save the organization a considerable amount in terms of financial resources. The marketing software solution will manage the process, leaving the marketing staff to focus on measuring success of the process and the launch of the next campaign.
 
For more, check out the Marketing Software channel on TMCnet.
 
 
Susan J. Campbell is a contributing editor for TMC (News - Alert) and has also written for eastbiz.com. To see more of her articles, please visit Susan J. Campbell’s columnist page.
 
 


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