I read an article this morning by Chris Graham on Multichannel Marketing which I thought was a great framework for several marketing related items I have been thinking about. He talks about the following:
- Marketing Operations Management (MOM)
- Multichannel Marketing (MCM)
- Permission Marketing (PM)
- Customer Experience Management (CEM) and
- Digital Asset Management (DAM)
If you don’t know what all these mean, it doesn’t surprise me, but I think MOM is the key. Chris describes it as MCM in a box. I think it is the key of how direct marketing processes operate. You need to understand the customer. You have to know what channel they respond to. You have to know how to effect their behavior. You need to have proven messaging (DAM) that you can pull from. And, this needs to be part of a process so that it is not simply a one-time ping of that customer.
From Chris’ article…”So let’s look at an MCM scenario: The customer makes an enquiry through his digital satellite TV remote in response to an advertisement; immediately an email is sent back to them, a personalized MMS confirms the dispatch of a personalized printed document specific to their geographical area, a call center flags a “to do” for seven days time, from which a personalized micro Web site is automatically generated with the latest product literature specifically for the products they want to look at.”