I like the idea of the SCVNGR app and others like it. Being able to tailor your marketing to individuals and to make them feel like they have a meaningful relationship with your company has immeasurable value. From an IT standpoint, to not take advantage of the unprecedented connectivity that technology now offers and harness its power to draw the customer to your products would be foolish at best. But, at what point does your "pull" strategy start to feel more like a shove, or worse, a nag?
I think there is a delicate balance between moving closer to the customer and being too close. Running too quickly with the implementation of IT downstream shifts in marketing has the potential to become invasive. Marketing teams have to be careful of being too aggressive as they continue to pursue opportunities in this area. The SCVNGER app is great because the consumer has to take the initiative to download it before reaping its promotional benefits.
I dread the day that I receive a random text message offering me a discounted latte at Starbucks while I'm sitting at the stoplight on College waiting to hop on the Interstate.
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