Transactional Marketing “Transpromo” and Online Customer Correspondence
Manage Communicate Thrive
Over the past ten years organizations have invested millions into marketing technologies and advanced document composition systems with the aim to turn printed statements and bills into more effective “transpromotional” marketing tools. Indeed, the market for advanced software, digital printers, automated mailing equipment, and specialized programming and staffing required to support these strategies activities has spawned a multi-billion dollar “transpromo” industry of technology vendors, market pundits and consultants.
While some may argue that the jury is still out on the bottom line benefit of turning printed bills and statements into marketing tools, it is clear that targeted transpromo techniques work in the online world. More and more, online correspondence is the format of choice for consumers – 52% of the world’s population is under 30-years-old, 80% of customers are more likely to bank online vs. visiting a branch in person, and a majority of consumers prefer to receive promotional messages online as opposed to other marketing channels like direct mail or advertising.
Leveraging Transpromo Investment
The good news for companies that have invested heavily into print-centric document composition and production systems is that the extensive business logic developed to make those systems “transpromo” can now be moved seamlessly to online billing, marketing, and customer correspondence systems. By incorporating offline marketing business intelligence with online channels organizations can immediately reap the benefits of a connected world. New channels such as email, blogs, portals, and other social media applications such as Facebook and Linkedin immediately broaden organizations opportunities to segment marketing messages for all client interactions. The key to success is choosing the right partners and platforms.
Touch Free Integration
Over the last two years software as a service models have evolved to allow organizations to more quickly and easily leverage the value of their transpromotional investments. External managed service providers, such as OMI, plug in and connect multiple channels to the existing print-centric systems with very little integration. This Touch Free Integration approach has changed the landscape of modern transpromotional communications; after of years of being hampered by extensive programming, implementation planning and project management, organizations are now free to take advantage of online transpromo communications without the paper-bound complexities and costs.
The Paperless Revolution
While the paperless office is far from a reality, moving from old school printing and mailing to modern online customer communications gives you the ability to communicate with your customers in a way that more and more customers prefer while leveraging your investments in transpromo technology. The time has come for organizations of all types to get out of the paper-centric 1990’s; if you are still printing and mailing customer statements and business correspondence you are at risk of being left behind. One way is to embrace the touch free integration approaches of managed communications take advantage of online correspondence to leverage your investments in transpromo.
About Author:
Brad Banyas is CEO and managing partner of Outsource Management, Inc., a leading managed communications services provider.
About: Outsource Management, Inc.
OMI is a leading Managed Communication Service Provider that assists organizations in transitioning print communications to the paperless world. OMI’s Statement2web® a software as a service (SaaS) platform allows organizations to move transactional communications, such as statements, notices, letters and tax related communications to electronic mediums to reduce operational costs, improve marketing communications, better member relations, offer loyalty programs and services with focus on daily, weekly and monthly transaction communications.
Visit www.outsourcemanagement.com.
