For many years outbound marketing has been using a familiar playbook, create segments, create offer/content and then combine these into a campaign. Many marketers have been quite great at this model, offering many different segments and offers/content increasing ROI for companies 10-fold. But with new technology and additional "big data" starting to come into the stream, the campaign model has become outdated.
Continuous Outbound Marketing
As we move into the age of digital marketing, technology is ready for outbound marketers to change their approach. No longer are marketers trapped using set communication schedules and large amounts of segments. Technology has enabled an opportunity for an outbound marketing change, not just in how customers are targeted, but how and when customers receive communication and how brands analyze the results.
In any brand customers are made up of many individuals, yet marketers tend to communicate to customers on their schedule. For instance, a weekly email blast to all customers communicating sales items for the week. Or if the marketers are more savvy, it's weekly to all their active customers and there are a few different offers based on their past behavior. However, in general marketers are not taking into account the customer relationship as a whole when designing these campaigns.