Alterian is powering the future of marketing which sees interaction replacing interruption. It's called Customer Engagement.
Marketing as it was
Marketing began with the idea that you blasted out a message to a waiting and willing audience. For many years, this idea stayed as the received wisdom until some marketers started questioning it - What if my customers aren't all the same? What about the difference between him and her? Why can't I send a different message to specific sectors?
And so marketing transformed into a practice of segmentation and then blasting out a message to that segment. From there it was realized that even within sectors, there would be differences in taste, in attitude, in preferred mediums; and testing became the way to market - samples were tested with different versions of a campaign and the results analyzed, upon which that sample was labeled and put in a particular box.
This is where many marketers have stalled, not seeing past the fact that they have found out about their subject and being content that this is enough to ensure their campaigns' continued success and positive response rates.
Marketing as it should be
At Alterian we didn't stall. We looked further and found that building a relationship with customers was a continuous process of engagement, and that this process did not have an end, it was cyclical, with each nugget of information adding to the overall picture of the subject and enabling even more focused marketing activity on an ongoing basis.
Only Alterian has developed this idea, as part of our continual quest to reduce ineffective marketing activity, increase productivity and efficiency gains and support our vision of providing game changing software to change the face of marketing from mass marketing to engagement with the individual.
Show me you know me - the Engagement Cycle
Alterian is the pioneer of the Engagement Cycle - a methodology of learning and acting on learning which helps marketers know and understand their customers to a previously unheard-of depth and breadth of detail. We know that by learning about how your customers want to be marketed to will improve conversion rates, will increase propensity to buy, will increase spend and will ultimately increase loyalty and retention.
By creating a model where marketers have the ability to accurately predict response, campaigns can be more sophisticated, marketing activity can be more relevant and timely and each party is happier with a relevant, timely and appropriate transaction.