Keynote: Why Rely on Three R’s When You Can Have Four? – Right Message, Right Person, Right Time, Right Channel
First came marketing which focused on getting out the right message. Then came direct marketing matching the right message to the right person. Next, we developed marketing automation so that the right person received that right message at the right time. Now we are adding the fourth dimension by getting that right message to the right person at the right time on the right channel.
Batch and blast is well and truly dead; welcome to omni-channel marketing. In this session Tink Taylor will walk you through the ongoing changes in consumer attitudes and how context is becoming ever more important, which makes this fourth "R" critical in delivering truly human conversations at scale. By pulling examples from dotmailer's Hitting the Mark research, delegates will walk away not only with the data needed to justify this approach to management but a clear understanding of how to start executing straight away.