Article:Transactional Marketing “Transpromo” a Connected World
Posted on Fri, Apr 29, 2011 @ 08:33 AM
Transactional Marketing “Transpromo” and Online Customer Correspondence
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.
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