What technologies support customer engagement?
The term operational marketing defines the enterprise integration of systems, databases, and processes of the customer-making process.
In all but small technical firms or clicks-only ecommerce firms, few medium or large enterprises have achieved a level of process integration—at least not yet—in how they attract, serve, and keep customers for life.
However, with the Web, software innovation, burgeoning digital ecosystems, and larger portions of buyers and customers doing business online, the integration of the customer-making process becomes more feasible for all firms with each passing day.
The figure below depicts several technical systems, calling attention to their role in pre-sales and post-sales activities of the customer-making process.
In particular, many forward-thinking marketing executives now realize that a combination of traditional promotion and search engine marketing (SEM) has become more efficient: they need not spend as much money for awareness, activation, and lead generation.
Rather, the greater front-end efficiencies of what we call the Google Effect now compel a greater investment in the back-end efficiencies of sales conversion, customer retention, satisfaction assurance, and advocacy.
Operational marketing as suggested here provides a framework for integrating the various front-end and back-end activities of the customer-making process, linking several previously isolated systems and processes to a unified or federal governance scheme: crisp, clear roles, responsibilities, and daily progress-status reporting.
The figure contains the following terms; click each item for a short article at Wikipedia or other core reference systems:
- Broadcast ads
- Certified consultants
- Content optimization
- Customer insights
- Customer master
- Display ads
- Email messaging / newsletters
- Marketing databases
- Operational or service management CRM
- Opt-in offers
- Search engine marketing
- Social marketing program
- Social media monitoring
- Tactical or sales CRM
- Voice of customer