My priorities for 2012: Digital Messaging (x-channel), Dialogue Marketing, ...

I'm not going to give you the crystal ballEven if the exercise can be very interesting, I will unfortunately not have the time this time.

Rather than predicting what 2012 will be like, I'm going to present you my personal goals for 2012The ones I would like to focus on.

Digital Messaging, the cross channel is among us!

One of my first objective for 2012 is to help advertisers make better use of the possibilities of crosschannel.

The Digital Messaging is to bring together all channels withina single campaign management tool and to succeed in centralize management of consumer profiles.

This allows us to to manage campaigns in a very fine way and to be able to generate cross-tabulated statistics to make the right decisions. The behavioral is an essential value here, all reactions and all personal information being compiled in one place.

What are the channels that will take priority for me:

• Email Marketing;
• E-couponing/E-voucher;
• Web (personalization of page content according to the user's profile);
• Preference Center;
• Survey;
• Social;
• SMS;
• Mobile Marketing (Rental, Mobile voucher, Mobile Email, ...);

Marketing dialogue, marketing process automation

Given the ambient marketing pressure, it is urgent to change the way our campaigns work and the way we communicate. With all the behavioral data available to us, it is possible to build new models in which each communication with the consumer is unique.

But beware, in this field, compliance with the legislation is not enough, you need a absolute respect for privacy and consumer wishesThe customer must be the master of the game and no one else. It is therefore out of the question to complicate the opt-out process or to play with words to confuse him. The consequences can be catastrophic.

There are three main priorities in the field of Marketing Dialogue for 2012:

• Automated marketing decision making;
• Complete and automatic personalization of communication content (segmentation);
• Creation of marketing "programs" in which the path is built automatically according to the reactions of the consumer/prospect;

But 2012 will only be the beginning, we will have to wait for a little more maturity (both technical and marketing) to go much further. Ad-hoc campaigns and "closed" programs still have a long way to go and will remain unavoidable.

Optimization, cleaning, consulting and insights

Optimization

Because the world is changing, we must optimize the emails for mobileWe have to improve the quality of the content, the content so that it can be easily shared, AB Testing, etc., but also because we have to question ourselves to become more efficient.

Cleaning

Because it is dangerous to communicate with consumers who do not want to, it is essential to clean up the databases.

Council

Nothing is ever perfect, you have to keep on taking and giving renew itself to improve.

Insights

This is the last one on the list, but probably one of the most important. Knowing interpreting the results actions to be able to make the right decisions in the future and make the necessary changes. It is also a major challenge because decision making is really the main lever for digital marketing campaigns.