Zombie marketing is more common that you may think. A zombie marketer is one that thoughtlessly shuffles along with poor visibility into a company’s near- and long-term effectiveness of spend. This “brainless” approach makes them stumble forward aimlessly, not knowing that they have engagement needs but aren’t able to satisfy them for their organizations or customers. These unfortunate marketers are stuck in limbo between customer expectations and their own organization’s inability to satisfy those expectations.
Bringing Your Marketing Back to Life
In today’s world of accelerating technology change and increasingly demanding consumers, staying in that place won’t help anyone. In fact, operating in this type of zombie state has very real consequences:
- Loss of customer trust, attrition, and market share
- Lower conversion rates and poor campaign performance (if you can even measure it)
- Negative customer reviews on social media and poor brand sentiment
- Spam complaints from inappropriate channels, frequency of contact, and low relevance
- Loss of marketing headcount and budget
To bring your marketing back to life, you need to be able to integrate all your data, systems, and channels so that you can engage customers with a high degree of context. Context is the key to knowing what’s happening, what’s likely to happen next, and what you can do about it—timely, relevant data gives you a better understanding of the costs involved in doing something versus doing nothing. That way, near-term and long-term spending can be planned with confidence.
Also, returning your marketing to a more vital state means being able to dynamically optimize your inventory, offers, and communications based on performance in the moment. Frankly, you just can’t reliably or effectively plan your spend without knowing what’s working and what’s not.
Luckily, zombie marketing is easily cured. All it takes is a holistic view of trends and patterns in customer data. That view then leads to insight-driven business decisions and the flexibility to change and adapt to an evolving landscape.
Learn more about bringing your marketing back to life—or simply accelerating it—by checking out TIBCO Engage, the most advanced way to optimize consumer engagement in real-time across all of your channels.