{"id":787,"date":"2018-11-15T13:22:08","date_gmt":"2018-11-15T12:22:08","guid":{"rendered":"https:\/\/express-as.dk\/?p=787"},"modified":"2021-05-04T13:26:46","modified_gmt":"2021-05-04T11:26:46","slug":"den-perfekte-storm-har-blaest-print-dm-tilbage-i-fokus","status":"publish","type":"post","link":"https:\/\/www.express.dk\/da\/den-perfekte-storm-har-blaest-print-dm-tilbage-i-fokus\/","title":{"rendered":"DEN PERFEKTE STORM HAR BL\u00c6ST PRINT-DM TILBAGE I FOKUS"},"content":{"rendered":"

[et_pb_section fb_built=”1″ _builder_version=”4.9.4″ _module_preset=”default”][et_pb_row _builder_version=”4.9.4″ _module_preset=”default”][et_pb_column _builder_version=”4.9.4″ _module_preset=”default” type=”4_4″][et_pb_text _builder_version=”4.9.4″ _module_preset=”default” hover_enabled=”0″ sticky_enabled=”0″]<\/p>\n

Russiske trolde, GDPR og digital detox er bare nogle af \u00e5rsagerne til, at m\u00e5lrettet individualiseret print-DM bliver revitaliseret som en essentiel del af indsatsen for at sikre optimal kundekommunikation.<\/strong><\/p>\n

De kvantespring, som digitalisering og ikke mindst mulighederne med Big Data har betydet for DM, kan n\u00e6rmest kun underdrives.\u00a0<\/span>Id\u00e9en om total digitalisering af kundekommunikationen m\u00e5 dog revideres. Den Perfekt Storm er nemlig en realitet.<\/p>\n

3\u00d73<\/b><\/p>\n

Den Perfekte Storm best\u00e5r af 3 overordnede tendenser:<\/p>\n

    \n
  1. Digital udmattelse<\/li>\n
  2. Mistillid<\/li>\n
  3. Lovgivning<\/li>\n<\/ol>\n

    Og 3 teknologier:<\/p>\n

      \n
    1. Mail<\/li>\n
    2. Platforme<\/li>\n
    3. Devices<\/li>\n<\/ol>\n

      <\/i><\/b><\/p>\n

      Mail<\/b><\/p>\n

      I begyndelsen blev mailen opfattet som et befriende alternativ til den papirbaserede post. Nem at sende og modtage, nem at gemme og med stadig st\u00f8rre tilg\u00e6ngelighed.<\/p>\n

      Imidlertid m\u00e5tte vi relativt hurtigt erkende, at bekvemmeligheden havde en pris. Spam, phishing, f\u00e6llesmails og en tsunami af u\u00f8nskede nyhedsbreve og tilbud blev et stigende problem, som fik konsekvenser for markedets seri\u00f8se akt\u00f8rer.\u00a0<\/span>Indbakkerne blev overfyldte, uoverskuelige stressfaktorer, og en voksende mistillid begyndte at brede sig.<\/p>\n

      I en nyligt offentliggjort analyse fra\u00a0<\/span>Deloitte<\/a>\u00a0<\/span>bliver danskerne faktisk udpeget som den kundegruppe i Norden, der har den st\u00f8rste skepsis i forhold til at give akt\u00f8rer adgang til at kommunikere med dem digitalt.<\/p>\n

      I praksis har s\u00e6rligt udrulningen af GDPR betydet, at kommercielle akt\u00f8rer har oplevet en massiv reduktion af tilg\u00e6ngelige mails og tilsvarende problemer med at indhente nye.\u00a0<\/span><\/p>\n

      <\/b><\/p>\n

      Platforme<\/b><\/p>\n

      P\u00e5 linje med den digitale mail kom sociale medier hurtigt op p\u00e5 f\u00f8rstepladsen blandt kommercielle akt\u00f8rers foretrukne kanaler til kundekommunikation. I deres sp\u00e6de ungdom var sociale medier som Facebook og Twitter \u00e5bne og gratis med erkl\u00e6rede ambitioner om at bidrage til ubegr\u00e6nset informationsdeling og dialog. For demokratiets skyld.\u00a0<\/span><\/p>\n

      Det var f\u00f8r fake news, russiske troldefabrikker og ikke mindst det voksende krav om at skabe lukrative forretningsmodeller.\u00a0<\/span><\/p>\n

      Kommercielle akt\u00f8rer oplever nu markante fald i deres organiske reach og dermed \u00f8get behov for at betale for synligheden. Effekten af dette er dog ogs\u00e5 under pres, da s\u00e6rligt Facebook i hastigt tempo\u00a0<\/span>bl\u00f8der brugere<\/a>, der i k\u00f8lvandet p\u00e5 skandaler om uetisk eller ligefrem ulovlig h\u00e5ndtering og salg af persondata ikke l\u00e6ngere opfatter platformen som et sikkert sted at modtage information.<\/p>\n

      <\/i><\/b><\/p>\n

      Devices<\/b><\/p>\n

      Smartphonen er blevet som en naturlig forl\u00e6ngelse af det moderne menneskes h\u00f8jre (eller venstre) arm. Kunderne er s\u00e5ledes altid tilg\u00e6ngelige. Endda med mulighed for notifikationer og tilbud udl\u00f8st efter fysisk placering.\u00a0S\u00e5dan var dr\u00f8mmen.\u00a0<\/span><\/p>\n

      Den aktuelle situation har dog sat de optimistiske toner i mol. Trends som\u00a0<\/span>digital detox<\/a>\u00a0<\/span>og et voksende antal eksperter, der advarer imod det permanente online-liv, har betydet en faldende effektivitet af kundekommunikation med smartphones og andre mobile devices som m\u00e5l. Notifikationer bliver sl\u00e5et fra, apps bliver slettet, og mulighed for brug af kundedata og geolokalisering blokeret. Brugerne vil ganske enkelt have lov til at v\u00e6re i fred fra digitale forstyrrelser og \u00f8nsker ikke at blive overv\u00e5get.<\/p>\n

      <\/b><\/p>\n

      Ud af Stormen<\/b><\/p>\n

      Konsekvensen af Den Perfekte Storm, der har ramt den digitale kundekommunikation, er, at markedets kommercielle akt\u00f8rer reviderer strategierne for, hvordan de bedst n\u00e5r deres m\u00e5lgrupper.\u00a0Digitaliseringens mange fordele \u2013 b\u00e5de i effektivitet og umiddelbare besparelser \u2013 skal jo som bekendt m\u00e5les op imod de faktiske resultater.<\/p>\n

      Og p\u00e5 den m\u00e5de har Den Perfekte Storm faktisk v\u00e6re en tiltr\u00e6ngt anledning til refleksion. En refleksion over timing, valg og v\u00e6gtning af de redskaber, vi bruger til at n\u00e5 vores kunder med den h\u00f8jeste grad af oplevet relevans, relationer og resultater.<\/p>\n

      For det handler netop ikke om et enten\/eller, men om et b\u00e5de\/og, hvor medier og materialer spiller sammen, supplerer hinanden og indg\u00e5r som n\u00f8gleredskaber p\u00e5 de tidspunkter i kunderejsen, hvor de er relevante, effektive og i tr\u00e5d med de behov og \u00f8nsker, der er hos kunden.<\/p>\n

      Revitalisering af den individualiserede papirbaserede kommunikation, der er bl\u00e6st ind med Den Perfekte Storm, betyder, at vi igen har f\u00e5et fokus p\u00e5 de fordele og resultater, der f\u00f8lger af at arbejde alsidigt, kreativt og med den rigtige timing.\u00a0<\/span><\/p>\n

      Og ikke mindst at benytte materiale, der b\u00e5de er vedkommende og velkomment.<\/p>\n

      [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"

      Russiske trolde, GDPR og digital detox er bare nogle af \u00e5rsagerne til, at m\u00e5lrettet individualiseret print-DM bliver revitaliseret som en essentiel del af indsatsen for at sikre optimal kundekommunikation.<\/p>\n","protected":false},"author":4,"featured_media":789,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-787","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"\nDEN PERFEKTE STORM HAR BL\u00c6ST PRINT-DM TILBAGE I FOKUS - Express<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.express.dk\/da\/den-perfekte-storm-har-blaest-print-dm-tilbage-i-fokus\/\" \/>\n<meta property=\"og:locale\" content=\"da_DK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"DEN PERFEKTE STORM HAR BL\u00c6ST PRINT-DM TILBAGE I FOKUS - 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