Everyone follows a 'critical path' everyday of their lives. From waking up in the morning and travelling to work, to meeting people and purchasing items, through to recreational and family time, individuals are increasingly time poor and increasingly harder to reach.
In these precious seconds, passive media is expected to not only generate awareness but influence the person's decision making - an increasingly impossible task.
BlueFreeway's capabilities in campaign implementation is built on the knowledge that a successful marketing message is one which isn't reliant exclusively on traditional media, but instead makes use of multiple communication channels, like email, SMS and 3G which can intersect that critical path and resonate with the audience.
Successful campaign implementation using these digital channels, however, is heavily reliant on a number of factors, including the technology itself as well as the system's 'smarts', like how accurate and how detailed the information is about a person or customer segment. In other words, targeting the audience and crafting the message, using past and current behaviour, to maximise the campaign's relevancy.
BlueFreeway groups such as MassMedia with its Traction platform, eHound and its location and customer contact technology and Communicator Interactive with its mobile multi-media credentials, lead the market in terms of the technology and knowledge when it comes to campaign implementation using email, SMS, or 3G - either separately or as a coordinated multi-channel approach.
The capabilities of the Traction platform are enormous, including:
- One-way communications, called broadcasting
- Two-way communications, which can be used to implement a range of promotions and interactions, such as competitions and surveys
- Extended functionality, such as mobile content management, the ability to display live results on screens, and of course, subscription services.
More specifically, these capabilities lend themselves to:
- Loyalty Programs
- Broadcasts
- Promotions
- Competitions
- Voting & Surveys
- e-Vouchers
- e-Tickets
- Opt-in Subscription Services
- Web, Mobile and Email Content Management
- Customer Profiling, Personalisation and Targeting
- Full reporting and analytics
- Seamless interfacing with Third-Party Ad Servers (including parsing of customer profiles to ensure targeted ad delivery) built on industry standards to facilitate integration with existing systems
Another BlueFreeway company, eHound, is a specialist in digital customer contact, with its web-based software platform to deliver location information. eHound has coined the phrase 'Strategic Customer Contact' to describe this platform - a concept which incorporates multi-channel delivery of location information and the generation of business intelligence from the monitoring of digital customer contact.
What does this mean?
- Your customers can locate their nearest outlet or location direct from their mobile phone, the internet or a standard telephone
- You can measure campaign effectiveness through real time reporting on consumer search activity
- You can optimise marketing strategies - including media buying - by state or region.
Campaign implementation is a real science, and a real risk for any marketing strategy. BlueFreeway recognises that effective campaign implementation means getting the technology right, and just as importantly, knowing as much about the customer as possible to ensure the message resonates effectively.