Telemarketing, a historically successful business communication tool, is experiencing changes due to the advent of online marketing. Although telemarketing is still part of the marketing mix, especially in the financial sector and also in B2B, its effectiveness is deteriorating in response to changing consumer preferences. Even twenty years ago, telemarketing was effective, but with the advent of online marketing and advanced ad targeting capabilities, people have developed immunity to this form of communication. Additionally, with the advent of GDPR, it has become illegal to contact potential customers by phone without consent to be contacted for marketing purposes.
The key factors for success in telemarketing are a quality database, correctly selected contacts and an appropriate time to contact them. Although modern trends are towards online marketing, telemarketing can be successful if it is strategically integrated, uses modern ways of reaching customers and is caught in terms of GDPR.
What must not be missing in telemarketing
- Customer segmentation: Thorough customer segmentation means identifying those who may be interested in the offered products or services, according to their interests, purchasing behaviour or other data.
- Quality telephone scenario: A personalised and effective scenario that brings added value to the customer.
- Correct timing for calling: Determining the optimal time window for contact with potential customers.
- Use of technology: Integration of modern applications that have both CRM features and the ability to record calls, monitor the success of calls, etc. such as Daktela.
Trends in telemarketing
- Multi-channel approach: Combining telemarketing with online channels for a comprehensive and effective marketing approach.
- Process automation: Using automation to optimize repetitive tasks and increase efficiency. At the same time, it is possible to use artificial intelligence in the form of a text whisperer when creating an email or, for example, when creating a voicebot. Daktela is the first company to integrate Chat GPT into its customer communication application.
- Personalised approach: Emphasis on personal approach and personalization for better interaction with customers.
- Legal Aspects: Updating strategies in line with new electronic communications laws, including GDPR.
Challenges in telemarketing
- Personal data protection: Respecting the legal requirements for the protection of personal data. You still get a call from a representative of a company that did not receive your consent to contact you for marketing purposes, but still decided to contact you. In such cases, you are entitled to report the case to the Office for Personal Data Protection.
- Resistance to customer dissatisfaction: Quick and professional resolution of any complaints to maintain a good relationship with customers.
- Regulatory Compliance: Regularly update strategies to maintain compliance with applicable regulations.
Telemarketing can still bring new business, especially if it is used with modern trends and respects the individual preferences of customers. To succeed in telemarketing, you need a quality database and the right contacts, as well as the ability to adapt to new trends, regulations and customer behaviour.
