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Automating Closed-Loop Marketing
The term "closed-loop marketing" has been around for decades. The proliferation of marketing channels adds complexity to the challenge of optimizing outbound marketing to deliver relevant messages to customers and prospects. Aberdeen research reveals closed-loop marketing practices and processes are fundamental drivers of superior performance for Best-in-Class companies; making closed-loop marketing as important today as it ever was in the past. All respondents look to closed-loop marketing practices to help increase top line revenue in online and offline channels (62%) and return on marketing investments (47%).
Closed-loop marketing refers to the feedback loop between the customer and the marketing message. Simply put, customer data and behavior is used to adjust marketing campaigns to direct and refine marketing strategy and tactics creating a constantly optimizing closed-loop system.