A use case allows you to write down a script on how you can communicate. You have the consumers mobile number, their email address, & you know where they hang out. Why don’t you consider writing out a script of how you can use each of these channels to drive a dialogue with your consumer. You have to consider being a guide – guiding your consumer through possible scenarios and making sure you cover all the bases versus having random acts of messaging.
A use case is made up of actors & the role they play (how they act). The actor performs multiple roles (or acts) … each act is a use case. Use cases allow you to break down complex acts into simpler steps. You have three emerging channels for marketing that you can make effective – email, mobile, & social media. It no longer means collect addresses or phone numbers or point out your social media presence. It has evolved to include other channels and in an ideal environment, serves as a vehicle for conversations between recipients and the company (AKA you.)
Determine your effectiveness by considering all the possible types of people who sign up for your campaigns. Consider the various parts of your organization that interest that person/ type of person – by coupling each type with various acts you’ll be able to predict how each series of interactions will play out. Consider the possible communication streams for each of your channels – email, mobile, and even social media – draw on your strengths as a marketer – over time you’ll be able to identifying each interaction type and engage the recipient in a dialogue leveraging your interactions to drive them down previously designated paths.
The recipient will feel as if each message was designed for them – the bonding, transactional, and even subsequent messaging based on feedback & interactions.
Digital channels are interactive & instant – employing use cases is a powerful way to help you with the process.
