INDIANAPOLIS--(BUSINESS WIRE)--Aprimo® Inc., a global leader in on-demand integrated marketing software solutions, today announced the fourth Imperative in its interactive series, “The Imperatives of the Marketing Revolution,” which explores how marketers can navigate the changing role of marketing. Imperative Four, titled “Engage Customers with Conversations,” focuses on the evolving expectations of customers and the need for marketers to move beyond one-way monologues and engage in meaningful conversations with customers. Download the Imperative Four paper and join the discussion at www.aprimo.com/revolution.
The Marketing Revolution’s Fourth Imperative
More than 135 million Americans are online and 90 percent cite online resources as their primary communication channel; however, recent research shows that most companies – whether B2C or B2B – are only starting to tune in to their customers’ conversations. In a survey of marketing professionals, Aprimo and Online Marketing Connect asked, “Do you keep up with your customers’ favorite media platforms?” The results show that more than half of respondents (60 percent) are not paying the necessary attention to where their customers are talking or have adopted communication strategies based on assumptions and guesswork.
One-way marketing tactics such as monotonous emails, unsolicited direct mail and one-dimensional mass advertising campaigns are proving to be ineffective and unwanted methods of communication with customers. Instead, customers are now leveraging technologies to engage in two-way conversations. As a result, they expect the opportunity to share feedback and ask questions, receive personalized content and assume they will be acknowledged and responded to quickly.
“The mounting popularity of social media channels and mobile devices enables companies to create more personalized and effective interactions than ever before,” said Lisa Arthur, CMO of Aprimo. “By addressing customer comments in real time and engaging in conversations, marketers are opening themselves up to valuable opportunities to build customer loyalty in a way that can have a dramatic impact on a company’s brand and reputation.”
The definition and future of the marketing function is in the midst of an industry-wide transformation. Marketers need to figure out what consumers are saying about their brand and leverage these discussions in overall corporate marketing efforts. Customer engagement is a pivotal imperative for marketers that can provide a roadmap for success in maneuvering through the changing marketing landscape.
“Conversation is a fundamental component of human behavior. It’s part of our make-up. It’s what makes us human,” says Paul Dunay, Global Managing Director of Services and Social Marketing for Avaya. “Social media builds upon that natural tendency to connect and discuss things we are passionate about both personally and professionally. Welcome to the new era of conversational marketing!”
The fourth Imperative, “Engage Customers with Conversations” features commentary from marketers at leading brands such as Avaya, as well as Blue Focus Marketing, Coca-Cola, Numeric Analytics, University of Notre Dame and the Wharton Interactive Media Initiative at the Wharton School of the University of Pennsylvania.
Sign Up to Join the Revolution
Imperatives will continue to be introduced over the next several months on topics such as how to free your content and integrating online and offline activities. Aprimo welcomes input from fellow thought leaders in the marketing industry at www.aprimo.com/revolution.
Aprimo is a leading global provider of marketing software and services that enhance the productivity and performance of marketing organizations. The company’s integrated marketing software, Aprimo Marketing Studio™ for B2C and Aprimo Marketing Studio™ for B2B, enables marketers to navigate the changing role of marketing, by taking control of budget and spends, eliminating internal silos with streamlined workflows, and executing innovative multi-channel campaigns to drive measurable return on investment.
Founded in 1998, Aprimo is headquartered in Indianapolis with offices worldwide. For more information call +1.317.803.4300 or visit http://www.aprimo.com.