The changing marketing environment makes it necessary to take the development of new forms of customer contact. The marketing initiatives are louder, the faster consumers get used to them. This lowers the effectiveness of both marketing and their impact on sales growth. As a result of rising marketing costs, and profits decrease.

To succeed in today's business environment, companies must learn to understand customers, respect their preferences and predict behavior and provide them with a consistent image (consciousness) brand - regardless of communication channel. Unfortunately, many marketing organizations lack the preparation to be able to cope with this challenge. They lack a coherent, integrated approach that would allow for quick action and creating an effective dialogue with the customer across all channels.

Keeping up with users is more difficult, mainly due to emerging new technologies. While traditional marketing channels are becoming less effective, there are new - both online and off-line. Customers also are not in place. Move from one channel to another - depending on their attractiveness. Emerging new forms of reaching out to the customer benefit of a more personalized and addressable. Today's picture of marketing is therefore a result of penetration of three factors.

Marketing channels are developing at an unprecedented rate

Mass campaigns have lost their effectiveness. Events such as the Olympic Games, which are an effective tool to reach the mass audience, take place very rarely. Consumers were given the option to choose a more personalized, and access to technology to help them benefit from this choice, because they ignore the mass advertising.

Traditional direct channels (outbound) also suffer from a rapidly weakening reaction. At the same time highly personalized direct channels - from mobile phones to call centers - are poorly suited to the traditional strategy of "push". By becoming more aware and experienced users of the Internet has become much richer and more social medium.

Marketing channels are more personalized

Nearly all of its forms supports targeted or personalized communication with customers. On the Internet, most sites can identify and address the consumers personally to use the many opportunities offered by mechanisms such as a cookie. Search engines gather detailed and specifically profiled for their information, both contextual and personalized advertising jerks. Subscription-based online channels such as podcasts or RSS, are inherently addressable.

Similarly, marketing services operate on-line, appearing with the use of location information. Traditional print media are addressable by changing the way they deliver with a traditional print to online. Interestingly, even the mass channels are starting to enable personalized communications. For example, the cable television industry in the United States develops the so-called. set-top boxes that deliver advertising, selected on the basis of tastes and way of life of recipients.

Customers have the power, which they use in their behavior radically different from existing

The Internet allows users full access to independent information about offers businesses, services and prices. This allows the client gained control over the marketing linkages and the flow of information - often at the expense of advertisers. Social media allows customers to use the powerful pulpit, which has the power of branding. Customers feel quite comfortable now, changing the channel whenever they want. In order to deliberate the purchase can move several times between the channels on-line and off-line before making a final purchase decision. Finally, choose the place of purchase, which at that time will be most attractive. Providing consistent information in a number of channels turns out to be insufficient. What is needed is a good idea of ​​how an individual client responded to individual messages in each channel.

These changes put the company before the big invocation. Meeting this challenge involves the full use of the customer experience and allowing them to seamlessly conduct business with a service provider under all possible conditions. This requires a combination of several features that should be used in an integrated manner across all inbound and outbound channels. The most important element is to analyze and use any information provided by existing and potential customers - both directly and indirectly. Another is the understanding of past and current information on customers. It allows you to choose the most appropriate marketing activities and to provide transparent communication. This means that marketing needs to become fully interactive. Able to engage both existing and potential customers in międzykanałowy dialogue that forms the basis of their past and present behavior.

To achieve the goal of interactive marketing, discard the traditional marketing campaigns outboundowe "push" and seek to trigger events and multi-channel multi tactics based on real-time inbound. In particular, this means adopting new tactics, which responds to new data about the client and changes its behavior. At the same time identifies the best real-time action strategy based on customer knowledge and context of interaction. Finally, it has distinct effects combine in sustained dialogue connecting channels using the memory of the context of current discussions and interactions. Interactive marketing requires that all of his organization worked smoothly. This difficult task is impossible without involving technology. Most popular software houses marketing solutions is designed to support traditional outbound outbound marketing. A niche marketing solutions, dedicated to the selected channels, simply can not achieve interactivity required when customers move between channels.

Emerging market deals typically offer software support in a single channel, developing only one segment of the promotion. The number of integrators and vendors for support of the full range of marketing activities and its all channels is small. Currently, the leading provider of solutions to a class EMM (Enterprise Marketing Management) is Unica Corporation. The proposed software package is the largest of this type available on the market. It provides a possibility of full automation of marketing activities, allowing to create a consistent brand image, while improving sales results and return on investment (ROI). Unica Affinium EMM package includes the complete cycle of marketing, end-to-end, unifying all marketing processes and interfaces. The implementation of this class of solutions enables businesses to build a network of analytical insight into the use of customer data, create individually tailored form of promotion, using multiple communication channels. Thereby increase the speed of creating effective campaigns.

Reaching potential customers is now much more difficult. The possibility of achieving media forms of communication is certainly easier, but recipients are much more sensitive to their content. Standard promotional activities appear to be insufficient to engage audiences. Company regardless of the size and nature of their business face the same problems, related to the effective reach to potential customers. Therefore, the crucial importance of interactive marketing. Promotion departments need a platform that will enable them to develop an effective form of communication surprising recipient.