Marketers understand “campaigns” to mean a one time & one way communication with customers.
Here is an extremely interesting article on how Cisco is changing this traditional view of a “campaign” and moving from a “monologue” to a “dialogue” with it’s customers.
At Cequity we truly believe that many companies actually have the transactional data of their customers which allows them to set up “active dialogues” with their individual customers.We call this kind of marketing “Event based marketing” and it allows the marketer to create a two way dialogue basis the “customer behaviour change events” that the marketer can spot!
