The new messaging paradigm demands the marketer take the insight gained by a new, more robust customer database management capability and build dynamic, contextually relevant dialogues with customers on a one-on-one basis. We must build an ongoing communication stream that takes into account the 360-degree view of the customer’s interaction with all parts of a company. Messaging in the years ahead will be created dynamically through the setting of business rules and whiteboarding dialogue trees that push marketers to develop messaging sequences based on consumers’ actions. Messaging is built on a series of flexible wireframes that are populated and sent to a consumer when most appropriate and relevant to the ongoing dialogue.
This isn’t futuristic mumbo jumbo. This is marketing communications reality.

Effective message development and dialogue creation takes work.

You’ll literally have to role-play the type of relationships you want with a customer and track every deviation in terms of that conversation. If a consumer is likely to act, react, or ignore, you need answers and strategies for how to conduct the ongoing conversation based on those actions, much the way in-store or telemarketers are trained to manage customer relationships, objections, requests for information, and so on.

The Internet’s promise is about to be realized. Customers prefer to transact with marketers who leverage their profile information in real time and create subject lines, content offers, “Smart Selling” and messaging platforms that are exciting, personalized, and contextually and time relevant, and that make the process of conducting business with you a pleasurable experience.

Start today. Change the org chart, signage, job descriptions, and titles in yesterday’s creative department to messaging designations. You have to start somewhere. This is the logical first step.

- adaptation from trackback Al D from ClickZ