Marketing Automation: AIR TouchPoints

AIR TouchPoints is an electronic online branding and marketing communication platform that will enable companies to fully engage and educate customers on the depth and appeal of their products, cross-sell and up-sell among brand choices, and grow additional revenue.

TouchPoints leverages the Cyclone (database) platform to optimize the impact of customer data on marketing. This integration of customer data helps to extend the company brand beyond a single purchase and can help deliver repeat business. TouchPoints will also provide a value proposition to new customers by allowing them to receive personalized offers, promotions and opportunities.

TouchPoints enables clients to consolidate their various affinity and partner marketing programs under one umbrella and streamline the marketing and rate distribution process to maximize efficiency and results. This allows clients to fully merchandise partner opportunities and guide customers into the TouchPoints solution.

Given the fiercely competitive and economically volatile environment, implementing a sophisticated and highly-personalized customer loyalty and customer acquisition initiative may yield many benefits for companies, including:

• Ongoing communication with customers with targeted and specific messaging, allowing us to create stronger relationships with our customers
• Support a portfolio of brands with a strong, integrated corporate marketing effort
• Cross-sell and up-sell the brands in the portfolio, increasing awareness of, and affinity for, the overall company
• Better understanding of the buying habits of customers
• Effectively supporting the “experience” of product attributes and features
• Providing content and information related to customer preferences
• Increasing incremental revenue spend
• Mitigating use of third-party channels and additional expenses
• Maximizing marketing dollars and reducing costs to acquire new customers

How AIR TouchPoints Works

AIR TouchPoints is comprised of both a loyalty program and ongoing corporate automated e-communications. The loyalty program can be promoted on the website, where customers can sign up and provide preference information. All brand-based loyalty programs, e-clubs and email sign up platforms can ultimately link under the umbrella of TouchPoints, but will still maintain their individual identity and value proposition.

Automated corporate e-communications and special promotions will be developed through the use of profiles and predictive modeling from Cyclone. TouchPoints will provide personalized customer communication and offer relevant, value-based packages and promotions in addition to dynamic and original content in the form of articles, podcasts, videos and other third-party content.  A set of business rules is developed to ensure that each customer is provided with the information they desire, when they want to receive it, ensuring that customers are not spammed or receive excessive communication.

AIR TouchPoints can be customized for each company and can be adapted to meet its particular marketing and sales goals. So naturally, this is only a very high-level view of its features and capabilities.

Tags: automated marketing, loyalty programs, Marketing, Segmentation, touchpoints