Understanding closed loop marketing
Closed loop marketing aims to better understand the customer so communication can become more relevant over time. Digital communications allow for continual feedback from customers; both with regard to how communications were received and what people actually wanted to hear.
Enabled by digital technologies
Digital technology made closed loop marketing practical. By providing interactivity – putting the customer in the driver's seat – it was possible to track and understand the value of any communication provided.
The most common form of closed loop marketing technology is e-detailing. By turning sales representatives’ paper detail aids into digital media, it became possible to get continual customer feedback and adapt communications much faster.
E-detailing remains a vital part of closed loop marketing, though it is now often part of a broader multichannel experience for customers.
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CLM article library
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