On-Demand Marketing: Make Your Fulfillment Shine by Jeremy Suratt

The gritty reality for many companies is that generalized, old-school marketing strategies just aren't cutting it anymore; this is where on-demand marketing comes in.

Before the big data approach splintered business communications into a million precise pieces, enterprises could often build out from a generic content distribution platform and build in the precision that they needed.

Today, salespeople want to customize their collateral to a more advanced level. They need communications that reach out to an individual reader, that take into account transaction history and that use customer identifiers automatically - and that is not to mention all of the other demands placed on these pieces by channel partners who want to pursue co-branding.

Just as some catchall enterprise tools are designed to aggregate big data, to draw it in from various sources and hold it in a universal bin, customized fulfillment marketing spins that whole into individual bits to be passed back to clients, customers or anyone else who has a relationship with the business. Building on ideas like customer relationship management and on-demand marketing apps, personalized print marketing does more than just aim a fire hose of direct mail out into the world: It seeks out those unique relationships and fosters them by presenting real-time responses from companies based on exactly what a recipient expects.

True Fulfillment: Can Your Provider Handle the Challenge?

Lots of marketing departments struggle to create new branded campaigns that micromanage outbound messaging because their fulfillment services are still mired in the past. New vanguard providers use cutting-edge Web 2.0 systems and on-demand marketing technologies to help systems do what they need to do to support marketers.

Another way to think about this is to consider the challenges of companies that are growing, consolidating divisions or otherwise breaking big, challenges such as:

Handling obsolescence or duplication of materials;

Managing transportation and shipping costs;

Maintaining precise relationships with customers; and

Enabling a bird's-eye-view control of operations.

Providing premier custom fulfillment services, Iron Mountain has helped companies create universal Web ordering systems that not only place control at the client's fingertips, but also vastly improve efficiency within a company. Iron Mountain has helped previous consolidating clients cut costs by up to 30 percent while improving inventory and other processes. It is all a part of using the best tools to compete in a world where the accurate delivery of information can mean everything.

Do you have questions about fulfillment service? Read additional Knowledge Center stories on this subject, or contact Iron Mountain's Fulfillment Services team. You'll be connected with a knowledgeable product and services specialist who can address your specific challenges.

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LINK:	http://blogs.ironmountain.com/2014/service-lines/marketing-production-...
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