Consumers today are inundated with marketing messages received through a multitude of channels. These channels range from broad-based media like television and radio to targeted, personalized communications like direct mail. Traditional direct marketers using RFM techniques target high-value consumers even more vigorously, sending them the greater share of overall marketing efforts.
It is increasingly challenging to get your brand’s message through without overrunning your budget or oversaturating (and annoying) your best customers. Most importantly, it is evident that campaigns built by selecting discrete groups of customers from the top down, based on previous purchasing behavior, are no longer yielding the return on investment that top executives are seeking.
The solution to this is contact optimization. This strategy enables marketers to apportion marketing messages through all customer segments. It lets them amplify the impact of campaigns through the careful coordination of channels, all while maintaining a consistent brand voice and a balanced budget.