The Running Commentary


Adding my name to your document is simply not good enough!

In this day and age of heightened consumer awareness, successful organisations have focused on one key opportunity, the power to dialogue. Dialogue, carefully constructed and planned as part of organisational communication strategy, allows them to effectively adapt to their clients’ ever-changing needs.

The article’s title indicates, to some extent, the consumer feeling when it comes to the manner in which many marketers still approach the dialogue opportunity. Organisations feel that by “personalising” their offer, i.e. adding a name to the document, the consumer feels some affinity toward them. In truth, consumers still view the communication as something that the company owns and therefore sees the communication as intrusive.

The art of crafting a successful communication strategy relies heavily on the organisation accepting that they need to engage with their client. The utopian ideal becoming, that their client no longer views the communication as belonging to the company, but instead they view it as a channel through which their lives will be enhanced.

Organisations tell me each day that “we do Direct Marketing” and “actually we see no appreciable increase in our business despite personalising the offer”. The truth is that a carefully constructed communication strategy will deliver a greater return on investment. If it has not delivered a result, then chances are you have not crafted the correct message and have failed to capitalise on the dialogue opportunity. 

This dialogue opportunity requires careful attention to the message being delivered, as well as the channel selections of the target audience. It requires the flexibility to tailor the communication to your client’s changing needs and the desire of open, honest dialogue.

communicationDirect Marketingmarketing messagepersonalised communication

Mike • May 27, 2010

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