Targeted Communications – What’s Really Stopping Us?

I maintain that lightly targeted communications are due to technical challenges. Simply put, there is not enough content available to the system.

The good news? Plenty of content is being generated throughout the organization but unfortunately, it is often only available to the specific system it served originally. Marketing promotions and graphics are locked away for use in brochures, purchase history data is used only for billing, and so on.

It’s expensive in resources and time to liberate content for other systems forcing companies to have very good reasons to do so. Significant ROI is needed for justification or if it’s a business requirement, the project costs however expensive are looked on as the cost of doing business.

Like the content they create, the business users themselves need liberation in the way of collaboration. Though each group has a focus on a type of communication project, many also need to participate in ancillary ways between departments such as providing approvals and performing other tasks.

Centralized content along with efficient and secure collaboration are two characteristics to look for if you want to improve your communications and build in efficiencies that keep costs down. Keep in mind that a good system has the ability to tightly control the workflow, participation, and processes:

Collaboration Across Different Lines of Business
Participation from people outside the core project is often required but can cause bottlenecks. A good collaboration tool sits atop the entire enterprise integrating people automatically into the workflow on an ‘as needed’ basis. A browser-based system provides the greatest flexibility because it can be accessed by anyone regardless of location. Also look for systems that can easily include both internal and external users while managing their access and permissions.

Centralized Content Management
Allows users to create the content needed for the primary system while also making it available to other applications immediately − based on associated rules for use of course.  Take inventory of the types of content you want to use. Some systems have limited capabilities as to the types of files that can be managed.  All of them can work with text and images but what about taking a broader view?

These two changes can provide vast improvements to the bottom line. Liberating content and resources (people included), streamlines the process associated with current projects, and makes good on the promise of results from personalized client communications.

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