March 18, 2018

Prioritization

A Chief Marketing Officer mentioned that all marketing campaigns are integrated, creating a robust omnichannel marketing strategy that resonated with an engaged consumer.

After you parse through that word salad, you ask a simple question (or two).
  • Are all of these channels allowed to achieve their potential, or do they all have to work together in harmony?
  • If they all have to work together in harmony, which channel gets "priority"?
The CMO above said that the "Catalog" gets priority. In other words, if there is a catalog in-home on April 4, all other channels work in harmony to communicate the message of the catalog.

This is a key distinction ... if you have old-school channels and all newer channels work to support the old-school channel, you are still an old-school brand.

Every company prioritizes one channel above another. That's just the way the world works. The channel that gets priority represents "who you are".

Page Counts When Bifurcation Helps Best Customers

Yes, your catalog customer file bifurcated ... with a minority of best customers needing more catalogs and a majority of your total file ...