Reception Marketing: What is it?

Reception

noun

the action or process of receiving something sent, given, or inflicted.

What is Reception Marketing?

This strategy involves delivering messages to customers at the most suitable times, utilizing first- and zero-party data and behavioral triggers. Reception marketing emphasizes intentional messaging by closely monitoring the dynamics of a customer's journey and responding accordingly. Conversely, for customers actively seeking content from the brand, it is readily accessible.

What’s an example of Reception Marketing?

Recall a memorable interaction with a brand, be it on their website, through an email, on social media, or via SMS. Initially, you may have felt that the message resonated with you perfectly, creating a positive perception of the brand.

Later on, you observe another interaction, and it becomes apparent that the timing of the message was not coincidental; it was strategic and well-timed.

Why start Reception Marketing?

1. Customer-centric. Customer behavior continues to change, evolve and be less consistent than in past years. As a result, consumer education and trust needs to feed into the beginning of a B2C relationship in order to develop impactful LTV.?
2. Marketing efficiency. Accenture reports that relevant offers and recommendations from brands can influence purchasing decisions for 91% of consumers. By layering in personalization along with occasional surprise-and-delights, you’ve allowed your messaging to be completely driven by your customers.
3. Non-linear journeys. One customer, many times, will not follow the same path as another customer, and the journey may fluctuate based on a number of factors beyond a brand’s control.
4. Customer retention and loyalty. By proactively addressing needs of customers based on personalized messaging, your brand begins to develop trust and establish a great foundation of what they can expect from the brand in the future … but don’t forget that this isn’t a “one-and-done” strategy.

Perhaps the most important point about reception marketing is that this method folds into a more holistic strategy that can complement broader marketing messaging.

Reception marketing provides the necessary personalized conversation that serves as the throughline for all communication. In many ways, reception marketing is the evolution of marketing and allows your team to have conversations with your customers vs simply holding a megaphone.