HOW WILL AUTOMATED MARKETING COMMUNICATIONS ?
INFLUENCE YOUR ORGANIZATION?
“…The internet promises to give marketing the same boost
in productivity that new operational strategies have given to
Harvard Business Review, July/Aug, ’99
That was 6 years ago. Even today, automation has improved every aspect of American
business except marketing communications.
Look at how marketing communications work gets done in your organization. The
process hasn’t really changed in 75 years. First, you identify a communications need.
Then, you open a job; attach a budget. A copywriter and an art director design something
(even for email!). You get a bid, or consider costs. Then, you produce 10,000 or 20,000
or 50,000 or 100,000 – a million of them for that matter. And, by the way, the message
in all those communications pieces is the same, because you can’t afford to produce more
versions of the same piece (it’s not in the budget, right?).
The most frustrating aspect of the process is that we have all spent
millions of dollars on sophisticated marketing databases, CRM systems
and segmentation tools that can now effectively slice target audiences
much more finely than our current capability to communicate with them.
The more information you have – the smaller the resulting segment. A simple B-to-B
database with just 2,000 customers carrying only 20 data fields with 15 product classes
and only 10 sales people yields 6 million possible communication combinations. That
same marketer probably only has a budget for 12 – 18,000 contacts.
However, recent data management advancements, and phenomenal improvements on the
Internet, have enabled automation to impact marketing communications. For the first
time marketers can take advantage of the same increases in efficiency and productivity
that automation tools offered to manufacturing in the 80’s. You’ve seen some of the evidence. There are those post card sites on the web where you can customize messages
against a couple of simple variables. There are some direct to digital internet tools that allow for some affordable customization. Most of the Print-on-Demand (POD) and
Campaign-on-Demand (COD) systems utilize some kind of web interface combined with
digital technology to permit greater levels of personalization. And, most companies are
capitalizing on these infant technologies to some limited extent.
But, where is the promise of automation in marketing? Where is all of this stuff headed?
What’s the best way to leverage these trends in your own organization? Trialogue
Corporation can show you the answers to these questions and more.
Within a one and a half hour presentation, you will learn about the status of Automated
Marketing Communications in today’s operational environment. You will see how other
companies are capitalizing on these tools. And, you will get a glimpse of the potential for
? See how one Fortune 500 company saves 35% over their previous marketing
communications budgets – while maintaining the same level of contact.
? Learn how the leading hearing aid company in the world tripled their marketing
communications operating efficiency.
? Discover how to empower your field force – while exercising higher levels of
control and increased content management.
Trialogue Corporation is the pioneer in a new technology called Process-Based
Marketing. Process-Based Marketing will allow you to by-pass the 75 year old methods
of batch, or job-based, marketing communications production and take advantage of the
new automation tools that are revolutionizing marketing communications. Trialogue can
help you gain more out of your current automation strategies, or can help you gain access
to the Streamlyne? System – the most advanced Automated Marketing Communication tools on the market.
Trialogue can help you, and your marketing staff, understand the strategic implications of
these new automated marketing technologies. The implementation of strategies is not the
same when you are accommodating 20 million possible message unit combinations as
opposed to the old world of 20 or 30 possible messages in a year.
Finally, Trialogue developed the concept of Automated Testing. These remarkable new
variations on standard experimental design, or MVT approaches, will permit much
greater testing flexibility at far lower costs.
This combination of technologies, tools, and services is what prompted David Raab at
DM News to call the Trialogue value proposition, “MRM on steroids” (DM News,