Automated One-to-One Marketing
By Paul Dumouchelle, Management Consultant, ADVISA
My company is initiating use of a computerized system for managing email communication with clients and prospects. We’re probably behind the curve in this application but as a small organization (<20 employees) whose core competency is not based in things electronic, I suppose this is fairly normal.
What is exciting to me is that this meshes clearly with a need I have in this area. I’ve got the content and process for prospect and client communication but what’s missing is a method to systematize that knowledge. My current process is based on one-to-one communication with my contacts – which is the ideal approach in my business.
I’m hopeful that the solution we’ve chosen will make my marketing efforts scaleable to ever-larger numbers of contacts. Maintaining a one-to-one “touch” while improving efficiency is the promise. By summer I should know if this promise is realizied.
