Closed loop marketing actually refers to a loop of both ways messaging involving both the sales executives and the consumers and pushes marketing materials and messages to consumers based upon their insights and preferences. It is often accessed within a self service model and based on the data gathered during customer interaction a continuous improvement cycle is enacted. With the enhanced knowledge about customers and their preference refinement of messages and further improvement of content for subsequent interactions is also made easy.

In its true terms closed loop marketing is not about devices or technology but in fact it is about building up relationships between the consumers and the sales executives using the data gleaned from different customer communication channels for supporting continuous refinement of the relationship. The selection of the channel or the device for customer interaction is one of the major and important factors of it and the choice of the medium should actually be driven by the preferences and the receptivity of the customers.

In business terms, it is normally operated in different sophistication levels and in an ideal condition a customer database along with a Customer Relationship Management (CRM) software is linked with a particular content management platform making the accessible content more relevant and useful for both the sales executives and the consumers. As closed loop marketing solution can improve the knowledge of any particular organization about its clients and consumers the content of the massages are actually made more relevant based on the ability of the organization to adopt a particular channel as per their convenience and preferences.

The central information hub of a closed loop marketing Apps can actually store a wide variety and range of data like the content that was presented to prospective consumers, the duration of the presentation, the name of the customer to which it was originally presented and also and also the frequency and feedback for any particular presentation. A well designed close loop marketing structure is also capable of responding to streaming data generated from surveys conducted by the organization and can also study analytics and available data sets for recommending better approaches regarding the maintaining relationship with the customers. A variety of channels like face to face interaction, websites and e-detailing, self service content libraries and call centers can be part of the system and the various devices that are typically and usually used are iPad, android and smart phones, tablet PCs, laptops and a few others.

The insight that is gained during a customer interaction is used to amend the sales policies of any organization and also for modifying its approach to sales and marketing of its products and services. Further improvement of subsequent customer interactions is the primary focal point of any closed loop marketing structure. But when improvements are made as an ongoing process it is termed as Continuous Loop marketing and experts do also consider Multichannel Marketing as a type of closed loop marketing that involves multiple channels those are interconnected with each other.