June 28, 2011
IVR Can Make Your Marketing Efforts Shine
How well do you invest in your marketing and advertising efforts? While a number of companies do understand that advertising is an important part of the marketing process and that marketing is the powerful force that keeps the doors open; too many others are quick to cut their marketing budgets when money is tight. This is a crucial mistake as every company needs to drive revenue and you can’t drive revenue without marketing.
The good news is that there are a number of different tools at your disposal that can make marketing and advertising a streamlined process that doesn’t have to eat away at your budget. This latest Plum Voice blog focuses on the importance of marketing and advertising and how building a brand and driving strong revenue can take years of involved integration between communication platforms such as IVR and focused strategies.
It is important to identify the correct target market for any advertising or marketing activities and IVR can be a valuable tool in the process. In a number of campaigns, IVR has been used in collaboration with the call center to drive effective lead generations and even closed sales. As the cost of traditional advertising continues to rise, marketing departments are increasingly turning to less traditional forms of marketing and advertising to make their mark.
These less traditional methods for marketing goods and services can include cross-promotion campaigns, such as movie product placement, shared coupon events, and more; place-based marketing, which can include ads featured in non-traditional locations, such as food labels, school buses and food trays; and sponsorship promotion, which associates the brand with a desirable, albeit unrelated thing, person, place or idea.
Such non-traditional methods can increase exposure and visibility, while also generating buzz and encouraging word-of-mouth advertisements. The end result can often be a sale or re-purchase. On the flip side, traditional marketing does offer the opportunity to raise awareness, improve customer product knowledge, and eventually lead to a purchase or re-purchase.
IVR, or interactive voice response, applications can make non-traditional marketing methods much more efficient. When customers notice an advertisement in a movie theater, or on their lunch tray, or on a food product, they can easily be directed along to an IVR that provides them with additional information.
A number of non-traditional marketing efforts have been exceedingly confined by space, which makes integration with an IVR extremely beneficial. Customers can simply call in and procure additional information. At the same time, the company can maintain branding and marketing information. In a sense – everyone wins.
Susan J. Campbell is a contributing editor for TMCnet and has also written for eastbiz.com. To read more of Susan’s articles, please visit her columnist page.
Edited by Juliana Kenny