Creative Directors just love new buzz words. Helps them to talk the talk. Puts them at the cutting edge of the innovation culture

Many years ago I knew one who had discovered the phase “Databases are the new media”. Every meeting he went into he would boldly declare to those in attendance you can forget TV, forget Newspapers, and forget Magazines “Databases are the new media”. That was until the day a client mischievously pointed out that “If Databases are the new media then wouldn’t that make those Bookshelves over there the old media?”

Today we are seeing similar claims for data. “Data is the new oil” and “Data is the new currency”. The reality is of course Data is the new Dust. We are drowning in it.

Database marketing in all its forms – online, direct mail or telemarketing – is about gather data that provides you with an accurate profile of the customer. At its most basic level this profile is about demographics and location intelligence. More advance methodologies deliver a detailed picture of the customers buying habits and aspirations and even psychometric profiles.

Essentially database marketing techniques provide you with a map of where the customer has been. The limitations of database marketing start to emerge when you try and forecast where your customers are going. Problems also emerge when there are multiple users on the same computer. The database gathers the traffic stats oblivious to the fact it is tracking multiple personalities.

You can see that in online banner advertising. Search for holidays in New Zealand and you’ll see New Zealand holiday banner ads where ever you go on the web for months after doing that search. However you may have changed your mind are now thinking about fly out to London or New York. The database engine will not know this until after you have started looking.

Database marketing primarily suffers from latency. It is unable to anticipate where the customer is heading and that’s why search advertising was considered such a revolutionary idea. Here was an advertising and marketing platform that not only told you where the customer was heading it allowed you to be there when they set off on their journey.

The weakness of search marketing today is that most search requests are done anonymously. The audience may be searching for New Zealand holidays but you don’t know who or where they are. The ultimate search engine marketing solution would combine search with database marketing to provide accurate customer profiling and purchase history with real time forecasting.

For social media to compete in the online advertising market it has to become a better targeted marketing platform than search engine marketing. Put simply Facebook and or Twitter has to be better than Google at what Google does best.

Now there are some Social Media gurus out there who would argue that you can already achieve a more accurate target profile on a social network than on Google. After all Google search queries are anonymous while Facebook members publish who they are, where they are and what they. Plus you get to know what their likes and dislikes are before you try to make first contact.

So theoretically Facebook should be the most targeted online marketing platform available to advertisers today. So why hasn’t Madison Avenue embraced Social Media?

The simple answer is risk. Social media is considered to be a risky platform for brands. Brand advertising shuns any platform where the message flow cannot be micro controlled. After all brand advertising is all about prestige by association.

So, even though the advertiser may know who the target audience is and what they are searching for, until they can micro control the content and the message flow they will remain reluctant to commit to social media as an advertising platform.

If social media can deliver to the advertiser targeted control of the audience, the search and the message then they will succeed in delivering the ultimate advertising platform. They can probably deliver the audience and the search today but until they can track, interpret and regulate the message stream in real time then Social Media is a high risk environment for any Brand.

What advertisers will be saying to the social media entrepreneurs is guarantee that we won’t be there when Harry tells Sally the engagement’s off and we’ll have something to talk about. Until then…

“Up until very recently, you needed [media] distribution to drive awareness of your brand. Increasingly it’s entirely the other way around… Consequently, our entire concept of how brands develop awareness, distribution and loyalty will change dramatically over the next decade.” Doug Stephens – Retailers Become Micro-Celebrities

So why are we finding Brands with their own Fans Page on Facebook?

The first reason is most branding strategies are purely defensive and the sheer audience size of Facebook means Brand Managers believe they need to be seen to be doing something on Facebook.  The second reason is more far interesting.

The lack of prestige in social media represents both a great risk and a great opportunity for Brands. I say this because rather than leveraging the prestige of the medium as Brands do with TV and Magazines Brands can actually bring some much need prestige to social media.

Retailers and Brand Advertisers who approach social media as the ultimate Game for Girls will discover a unique and powerful advertising platform but in the end they will be creating something akin to a “Second Life” for their Brand. An online “Brandlebrity” that will attract its own social following.

For example, Retail Touch Points reports that Nearly 80% of female shoppers “became a fan” of a retailer on Facebook last year. This demonstrates that if they are properly managed Brands can become celebrities within the social media context.

At a more utilitarian level Retailers are also discovering that Twitter is a great way to monetize customer feedback and offer a more immediate form of customer service to remedy any problem.

So clearly retailers are seeing some value in social media. If only to share specials and promotions with female shoppers.

For Brands to succeed with social media they need to become the major attractions across the network. They need to find out what people are doing on social networks and then they need to do it a lot better. Put simply, they have to evolve into “Brandlebities” and just putting targeted ads on the menu isn’t going to do this for them.

A study of human nature

I recently read this fantastic article about a Web site’s exploration into their registered users’ most commonly used passwords. What struck me was the pattern I saw in the chosen words (or symbols), and what these patterns said to me about human nature.

Here are the top 20 passwords chosen for the case study site, rockyou.com (which, by the way, has since begun encrypting its users’ passwords):

1. 123456
2. 12345
3. 123456789
4. password
5. iloveyou
6. princess
7. rockyou
8. 1234567
9. 12345678
10. abc123
11. nicole
12. daniel
13. babygirl
14. monkey
15. jessica
16. lovely
17. michael
18. ashley
19. 654321
20. qwerty

Dissecting the Top 20

One thing these passwords say to me is that we are creatures of habit. We choose passwords we can easily remember that make a sensible pattern to our brains. In the top 20 list above, the linear passwords demonstrated by numbers 1, 2, 3, 8, 9, 10, 19 and 20 represent 40 percent of the top 20 password users.

The next most prominent pattern I see is the use of real or pet names. Dale Carnegie said that “a person’s name is to that person the sweetest and most important sound in any language.” Here we see another 40 percent (if we count the word “monkey” as a pet name) using some form of a name as their password.

And what of the remaining 20 percent, e.g., numbers 4, 5, 7 and 16? These can be easily separated into two categories: one that I like to call the “what it is” category (“password” and “rockyou”) and the other the “warm fuzzy” (“iloveyou” and “lovely”).

At this point you may be asking, So what does all this mean to a B2B marketer? For me, besides being a huge lesson in not falling into the common password trappings, it’s a huge insight into the mind of the consumer. Even in B2B we marketers are interfacing with humans who just happen to be doing business, so the fact that a large sampling of people can fall into four categories, if you will, is important to note.

How can marketing messages be targeted to reach the four groups?

• The best way to reach linear thinkers (i.e., those who use number or letter patterns as passwords) is to lead them through a logical thought process to arrive at, and respond to, your call to action. An example might be a case study that shows your product in a business scenario they themselves are familiar with, or an online demo that walks the viewer through the business issues your product solves.
• Those who use names as passwords or incorporate the word “love” are highly touch-and-feel oriented; in other words, they are sold by emotional connections. Examples of effective tactics for this group include personalized emails and/or print pieces that include personalized URLs (PURLs) in the call to action. Studies have shown that response rates to these types of communications are much higher than their generic counterparts.
• And what about the aforementioned “what it is” group? Well, to be honest, I’m guilty of fitting into that category so I had to do a little self-examination to determine how someone like me would be best sold on a product or idea. For me, it’s about how that product fits into my life (or work) style. If I can get a clear understanding of the value that product will bring me, I’m sold. An example of this would be a free trial offer or, again, a case study or online demo that “connects the dots” for me.

Drop me a line and let me know your thoughts. In the meantime, I’ll be updating my passwords.

In my subscription publishing days, one concept we used in determining marketing efforts and measuring results was lifetime value.  There are many resources available to discuss the concept in-depth.  Rather than do that here, I’m going to give a brief overview of it from my professional perspective and perhaps it will give food for thought for you as a marketer in thinking, planning and evaluating marketing campaigns.

Direct response marketers have incorporate lifetime value for several decades.  Today, it is probably viewed in a customer relationship management model and systems available may develop and provide LTV results at the click of a mouse.   Before drawing any “value” conclusions, a marketer must first determine what the lifetime actually is.  We measured it in years since in subscription publishing, renewals occurred annually.  However, other business models may have shorter lifetimes if sales and ordering times are shorter, i.e. consumables that are ordered monthly or every 90 days.  In a blog I read recently, LTV was measured over the “LifeCycle” of a customer, and the LC (or lifetime) needs to be established before any future cash values can be concluded.

Direct response marketers can look at campaign reports and easily see the results by profit, loss or breakeven.  If you are a business that only wants to execute campaigns by breakeven or better, the number of campaigns, particularly acquisition campaigns, could be limited.  Most will lose money on the initial effort.  By drawing LC and LTV calculations, the marketer can analyze those customers that over their lifetime of patronage to their firm, will contribute to overall profitability.

If a product marketing specialist looked at monthly reports and saw a campaign where regardless of the response rate, the cost per order outweighed the revenue per order, but our established LC was five years and LTV was $100 per year, our future value from that subscriber was $400 (the next four years of subscription renewals) plus their initial subscription price.  There were other expenses allocated (renewal effort, administrative, overhead, etc.) toward those future cash flows, but overall he or she could draw the conclusion that the subscriber would add to the profitability of the business.

For planning purposes, we could justify that campaign as being included in future marketing efforts, based on our LTV analysis.  It helped us put our marketing dollars toward campaigns we knew would lead to possible current, but more certain future profits.  We considered it an investment in a customer which if treated right, will invest in our business for years to come.

Again, this is a simplistic way of viewing lifetime value and there are plenty of experts who can explain it more fully.  Doing a search on “Lifetime Value Concept” will provide numerous results.  Keep it simple to start and expand upon it as additional data and financial measurements become available and are uncovered.  You never know where it might lead you!
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If you got our email (see below), then you know that our in-house art department can create the most visually stunning email blasts that draw attention to your business and end in online conversions.  This email blast, which was created by our in-house art department, was used for self-promotion.  Notice the eye-capturing visuals, simple copy, and clear and direct message.

Entrepreneurs are familiar with the concept of “share of market” (your business’ sales divided by total sales in that market) and understand the importance of boosting your share of that market. At www.showappreciation.net we recommend looking at a different measurement: “share of wallet”—the amount of your customers’ total spending that you are capturing in the category you offer.

Why is “share of wallet” such an important measurement to your business? Because increasing share of wallet costs less than increasing share of market. While both strategies are designed to increase sales revenue; wallet strategies usually generate a greater ROI .

Let’s begin with the definition. Many advisors consider share of wallet a calculation of “frequency” and “amount” of purchases. While that is an important number (customer value) it doesn’t represent your share of the customer’s wallet. What you want to know is the amount of the customers’ total spending you are capturing in your particular category.

Call this the Loyalty Quotient, and ask the customer, “how much of your money do you spend with me?”
Not so easy, right?

Factors
You will want to understand the factors that influence purchasing behavior among your customer base. Your task is to find out why your customers divide their purchases over multiple outlets, and how they choose who they purchase from. Regardless of your business category, you have contact opportunities with your customers. Use those opportunities to gather loyalty data. This may require an incentive (especially in retail sectors and e-commerce) to prompt customer participation. (At www.showappreciation.net, we train staff members on how to encourage participation, including a client enrollment card)

Customer surveys often measure buyer satisfaction with a past experience; use them to also find out why they buy from you, who else they buy from and what may tip their scale with future purchases.

For example, a question to ask may be: “when you decide between purchasing from two different companies, what is the most important factor in that decision?”  This always reveals great insight.

Some Ideas
Once you understand the factors that affect your customers’ purchasing behavior, you can adjust your marketing approach to line up with those factors. Following are a few examples that have effectively increased share of wallet.

• So many companies have jumped on the “frequent flyer” bandwagon,it has almost  made the concept mundane. So, how about allowing your high-frequency buyers to be rewarded through an introduction to a complimentary business.  Dinner and movie tickets. A bridal shop and photographer. This distinguishes your program and appeals to different behavior-based segments of your market.

• Frito-Lay launched Tostitos Chips in 1981. Ten years later they introduced Tostitos Salsa. This increased their share of wallet through a “product relationship” strategy by selling dip to their chip customers—two products that often are purchased at the same time.

• Consider that the American Society for Quality research report stated that over 2/3 of customers leave one company for another due to “perceived indifference“.  Many business owners now reach out to each customer for only $1.26 per quarter; implementing some of the ideas recommended in the book  “Appreciation Marketing.”  How?  By expressing heartfelt gratitude and thank you to your valued customers,  your business can deepen your bond with your client.  Later, when that client is ready to purchase in your product category, which company will they leave?  Yours or those others who were indifferent to their business?  Appreciation wins every time!

For more information on how to implement a Client Appreciation & Retention Marketing program, please visit www.showappreciation.net , visit our Facebook Fan Page or call (800) 503-1972 .

In the effort to better target profitable customers and enable 1:1 marketing, companies have been collecting and managing as much customer information as they can get their hands on.  Many industries & leaders, such as credit cards (Capital One), retail (Amazon) and consumer goods (Dell) have built strong franchises through data-driven marketing. Although collecting as much data as possible makes sense for some firms, it doesn’t for others.  Hoarding reams of information comes with significant direct and indirect cost as well as missed business opportunity. My experience along with a published study out of the Wharton School of Business can shed some light on the challenges associated with over-zealous data collection.

Bytes may be small and easy to collect but they could also be costly and tough to use.  While storage costs have been declining, the price tag of managing this information has been on the rise in terms of  needed labor, training and application software (for analytics, security and data cleaning). Furthermore, operating costs (maintenance, energy and infrastructure) required to support the data warehouse has also been increasing.   Not surprisingly, keeping lots of data increases the liklihood that marketers will want to use it through costly and potentially wasteful consumer programs.   

In general, the more data you amass the greater the chance of a security beach.  These breaches can be an expensive proposition with significant brand risk.  According to the Ponemon Institute, a group that researches and consults on privacy & information security issues, each 2008 data breach is estimated to cost $202 per compromised record. The research also found that breeches may cause companies to lose sizable numbers of customers.  For example, two firms in healthcare and financial services lost 6.5% and 5.5% of their customers, respectively, after security breeches.

In many large enterprises, collecting and utilizing voluminous amounts of data is a challenge due to: the sheer volume of information gathered (particulary via sophisticated CRM systems); the presence of different IT systems that reduce integration; “siloed” business units that do not effectively collaborate and; a lack of data accuracy and standards that create complexity.  Moreover, cultural and competitive factors often come into play. Specifically, managers often feel the need to become data pack rats because they can or because their competitors do.  All of these issues combine to reduce marketing program effectiveness by extending execution time, reducing tactical flexibility and increasing program complexity.     

For many companies, “less data is more.” How can your firm start a data diet?

1.     Keep only the data that is needed for forecasting and execution

• Cull old, unused and irrelevant data 
• If possible, store information in a more usable and leaner format like a histogram

2.     Collect only what is strategic to your business

• Amass what is directly linked to the key business drivers and metrics
• Be realistic. For example, if you don’t need to do 1:1 marketing, you don’t need to keep individual customer information
• Understand the costs & benefits of the data you are accumulating

3.     Adopt a cross-organizational approach to data collection and management

• Set and adhere to data standards around file formats, business rules and security
• Connect IT resources, people and processes with your marketing requirements

Clearly, hoarding data with little business benefit and lots of risk does not make sense.  How much information you collect will depend on the organization but the decision inevitably will boil down to the value and usability of the data versus the cost and risk of keeping it. 

For more information on our services and work, please visit the Quanta Consulting Inc. web site.

Kudos to Kevin Conway, president of Boston eMarketing Solutions who started a Linkedin discussion titled, “Social Media for Business is CRAP!”  What followed were over 1,500 responses (and still growing) that varied from support of Kevin’s post to strong disagreements.

The great thing was the passion that came through in many posts.  No doubt, the world of social media is still being explored for its possibilities, its opportunities, advantages and perhaps its pitfalls and possible repercussions.

Another benefit reaped will be a compilation of all the viewpoints, suggestions, and recommendations included in the entire discussion.  Anyone involved, working in or interested in learning more about the world of SM would benefit.  This compilation was suggested by one post and hopefully will be followed through for all to receive and review.

If you are a Linked in member, you will find the discussion in the eMarketing Association Network group.  If you are not a member of Linkedin, join!  This is a typical benefit of being involved in professional networking.

No matter your opinion of SM, these tools are here and can be embraced by those who choose to learn, plan and test.  Measurement can be tricky, as some point out, but from an article posted by Larry D. Woodward on www.abcnews.go.com, as an example, Toys “R” Us developed a Facebook page “that grew an astounding rate of between 40,000 and 95,000 fans per day after its late November launch.”

Let’s hope that all those fans STAY fans.  For those who know social media, it can turn on you if a fan one day becomes dissatisfied the next.  I’m sure Toys “R” Us will watch, manage and respond.  If they don’t, it can spell trouble.

Ask Target.

Here’s a link to the article by Mr. Woodward, which focused on Pepsi’s big gamble to drop Super Bowl advertising for 2010, in favor of a $20MM social media campaign:

http://abcnews.go.com/Business/pepsis-big-gamble-ditching-super-bowl-social-media/story?id=9402514&page=1
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Here is an answer to a LinkedIn question I answered a few months ago. I think it is a good example of how a business should use an integrated approach to content  to develop a long lasting relationship with existing and new customers:

Question: “Does anyone have best practices to encourage habit forming through a marketing program? For example, what kind of marketing program can one put in place to encourage people to go to the gym regularly”

My Answer:  The place to start is with how you think about your marketing communication. Instead of a one-off promotion, think of it as a continuing conversation with your customers. Content is a very effective tool for doing this. As a gym seeking to promote repeat visitation (and I’m sure growing your client base is a close second) here is what my marketing plan might include:

1. Start developing an opt-in database of existing clients – include opt-in on all registration material. Set up an e-newsletter sign-up sheet and keep it at the front counter for passersby to register.
2. Create a weekly e-newsletter to send to this database. It can include things like work-out tips, suggested routines, a schedule of upcoming classes and other relevant information. Each e-newsletter should build on the previous.
3. Start an online community of existing gym members. You can use an existing platform like Ning. Make sure it’s an open community so that you can also use for prospecting. Use your newsletter to push people back to the community to share information and comment. The community can become a quasi support group for gym members – a standard insight into diet and exercise: if you tell other people your goals, you are more likely to stick with the plan.
4. Use the community as a forum and a place to post new content and news about the gym. You can include things like podcasts of training routines (virtual trainer) that members can download and take with them as they work out. You can also include recommended music playlists that guarantee a high intensity workout.
5. Use and promote the success of clients. Feature their accomplishments in the e-newsletter and allow them to stand in the spot light. They will be your best advocates.
6. Make sure to have a variety of different offerings on the gym floor that make working out a fun and easy. Not everyone is a gym rat & knows how to use every machine. Set up a 30-minute workout station (series of different machines in sequential order) and have a trainer moving the line along. Each day have this express station change and incorporate new exercises.

The key is to have an ongoing and regular conversation with your gym members. This type of program can eventually become an ad revenue stream. I’m sure your merchant partners (energy drinks, shakes, clothing, etc) would be more than willing to pay to reach this engaged audience through your e-newsletter.

Watch NOW! http://animoto.com/play/rFeINkbQ1bqvw5s0soWezw

Today, we announced the official launch of www.Datarati.TV

Check out our first video stream from our launch event ‘Database Marketing’ – The New Frontier.

Join the ‘Chatter’ in the ‘Marketing Cloud’:  http://www.mktgcloud.com

Join the ‘Marketing Cloud’ marketers on Linkedin: http://www.linkedin.com/groups?about=&gid=2540384&trk=anet_ug_grppro

Nunca antes na história do marketing, a utilização das tecnologias é sinónimo de resultados, objectivos ou até mesmo de elevados niveis de ROI (return on Investiment).
Pese embora este facto, não deixa de ser estranho o facto dos marketers não estarem a abraçar por esta tendência. O repto está lançado o marketing tecnológico será um fenómeno de uma época ou antes um novo paradigma?
Em Leiria, no Instituto Politécnico a Engenharia Informática (http://www.dei.estg.ipleiria.pt) e o Marketing (http://dge.estg.ipleiria.pt), já estão a trablhar em conjunto quer no âmbito de projectos de alunos do curso de informática, que no âmbito do curso de marketing.

Talvez seja interessante estar atento…  e aprender com quem (ainda) anda a aprender!

Workshop apresentado no contexto de aula aberta aos alunos de marketing com o seguinte programa:
- Search engine Marketing Optimization;
- Programa Google adWords;
- Programa Google adSense;
- Aplicação Prática.
Todos os interessados deverão enviar, e-mail para:
Filipe Pinto: fpinto(ete)ipleiria(ponto)pt
Departamento Engenharia Informática

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The New Jersey advertising agency of the future will have to adapt to the changing ways of the business world.  Instead of distinguishing themselves between specific disciplines, such as just a reputation management company, or just a database marketing company, or just a website development company, or just a mobile marketing company, New Jersey advertising agencies of the future will have to broaden their horizons. They will have to become full on all-solutions marketing companies. A recent post on a great blog called Actionable Insights by Covario explains in full detail why a simple advertising agency may be a thing of the past. In the future, a marketing solutions company will be the answer to a business’s problems.

You can read the full blog entry here.

This time I will talk about email database marketing and direct mail.

Email database marketing has increased in the past few years, but there still are limitations. Double opt-ins these days are the norm. Yet still, most click-through rates still average less than 0.5%.

This means that you can leverage your ad budget using a form of traditional media, namely direct mail. There are great advantages to a targeted direct mail program. First, due to higher rates for paper and postage, a lot of the competition has gone away. Direct mail is also one of the best performers when it comes to ROI, especially if you have a great offer and a great database marketing list. A great database marketing list is essential, so you must assemble your list with all the care in the world. If this is done properly, your database marketing list will be your business’s most valuable asset.

Typical direct mail response rates range from 1% to 2% for general lists. But a mailing with a great offer to a targeted list in a specific industry can increase these rates many times over.

That’s the last bit of advice on getting the most money out of your marketing NJ dollars. Make sure that you test, measure, and track all of your ads so you can tell how many leads they generate, and how much your ROI is. Always know what you are buying.

This time I will talk about running a reputation management campaign by being a contrarian.

These days it’s great to go against what everyone else is doing, such as being optimistic when everyone else is pessimistic, or starting a business when everyone else is getting laid off.

You can use your story to your advantage by including it in your pitch to any traditional media or your online press releases. This way, you have more of a chance of being mentioned, especially if your business is unique or operating in an interesting niche.

Great stories are always in demand by media outlets that are looking for points of view that oppose the general media narrative of the day. At this point, the narrative in the U.S. is doom and gloom, but if you are the bright point of light, you can enjoy reputation management rewards now and for years to come.

Next time, I will talk about email database marketing and direct mail.

For many online marketing New Jersey advertising companies, traffic conversion rates are alot less than what they used to be. But simultaneously there are also some online marketing services that have experienced no significant drop in online conversions. This is because they have built exceptional subscriber loyalty over some years.

For many online marketing New Jersey advertising companies, the biggest problem is email database marketing deliverability. Email database marketing is being filtered so heavily today that often less than 20% of a large mailing list gets delivered.

However, there are a few ways you can improve your email deliverability. One such way is to run it through a spam checker before sending it out. The best email database marketing programs have built in systems that give you spam scores before sending your email out. So, for example, let’s your email scores higher than a 1 on a 5 point scale, you should probably revise your email.

Also, a business totally dependent upon email database marketing is not a very solid business. Businesses need a database that has not only names and email addresses, but physical mailing addresses as well. That way, if something apocalyptic ever happened in the world of email or the internet, they could just start using direct mail and still be in business.

Many ISP’s now monitor email delivery rates, bounce rates, and even open rates. They use readily available data, and if a given ISP or third party list host has a dismal record, they may block all emails from that source.  If ISPs are blocking sources that send out alot of emails that have very poor open rates, some online agencies may have to move to a different outlet.

For example, a business could start marketing through various social networking sites, such as Facebook, Twitter, or MySpace, and even build a larger email database. Businesses could use these social networking sites in much the same way that email is used. They can send direct communication messages with product/service offers, discounts, value deals, etc. They can also distribute online press releases through their social networks by greating interest groups or fan pages. Social networking sites are also a free and easy way to perform reputation management. And, since social networking sites are free to use, businesses will save money.

Cliente: General Motors

Ano: 2008

Palavras-Chave: CallCenter, Marketing Direto, Database Marketing, Mailing, Mala-Direta, Atendimento ao Cliente, Datacleansing, CRM, Geração de Leads

Situação: A General Motors desejava atingir os formadores de opinião do mercado proporcionando uma experiência única através de um test drive do novo Vectra agendado com consultor especializado e a possibilidade de escolha de almoço ou jantar em um dos três melhores restaurantes da cidade do formador de opinião abordado durante a experiência. Devido ao tipo de público ser altamente seleto e a experiência não permitir margem para qualquer tipo de falha, o projeto exigiu diversas reuniões para conclusão do escopo final.

Necessidade: O projeto foi dividido com responsabilidades específicas para dois fornecedores: um fornecedor responsável pela logística de uso de consultores e utilização de cinco veículos emprestados pela General Motors para o período da ação e outro fornecedor responsável pelo relacionamento com o formador de opinião desde o primeiro contato para agendamento do test-drive até a verificação junto a lista de vendas da General Motors em busca de conversões de venda.

Solução: O projeto consistiu do tratamento de mailings para ação de mala-direta; desenvolvimento de hotsite para pré-agendamento disponibilizado aos clientes que recebiam mala direta, hotsite com lista de agendamentos confirmados para acesso ao fornecedor responsável pelos consultores e veículos; hotsite para registro de encerramento da experiência com acesso para o fornecedor responsável pelos consultores e veículos; sistema de CRM/CallCenter customizado para a ação e integrado aos hotsites; equipe de CallCenter para atendimento receptivo e realização de ativo; banco de dados único e otimizado para alimentar visões em um software de Business Intelligence atualizado de hora em hora; scripts de telemarketing para agendamento, reagendamento, cancelamento, pesquisa de satisfação e demais situações; rotinas automatizadas para recebimento e processamento de arquivo de vendas de veículos da GM, a fim de realizar o cruzamento automatizado com banco de dados da campanha e identificar conversões de test drive em venda.

Join Australia’s leading digital marketers for the DATA-DRIVEN MARKETING EVENT OF THE YEAR!

At this FREE Breakfast Briefing, hosted by Brad Howarth, the ex-Technology & Marketing Editor of Business Review Weekly (BRW) Magazine,  you will be briefed by the industry’s leading data-driven marketers on how to use digital behavioural data in both acquisition and retention campaigns to generate more revenue faster for your organisation!

To REGISTER for this event, please contact:

Will Scully-Power
E: will.sp@datarati.com.au
M: 0400 828 866

In a recent survey, email database marketing was shown to be the preferred method of communication. When asked to rank their preferred methods of receiving marketing messages from vendors, 62% of responding consumers said that email database marketing was their preferred channel of communication, followed by 23% for direct mail, and 13% for social media. The least preferred way to be contacted was telemarketing, with 80% putting it at the bottom of their lists.

The survey, conducted in Boston, MA, in October 2009, also showed that email database marketing communications frequently trigger purchases, with 75% of respondents indicating that they had bought products or services as a direct result of receiving an email marketing message from a vendor.

The most common items bought as a result of email database marketing were clothing and accessories (82%), followed by purchases from restaurants and coffee shops by 49% of respondents. Other popular items bought as a direct result of email database marketing campaigns include grocery items (40%) and personal electronics (38%).

The survey also asked consumers about their involvement in social media direct marketing.

Social media marketing was found to be significant, with 40% of respondents stating they receive correspondence from vendors on the social networking sites they use, such as Facebook and Twitter. Nearly one in five people (17%) had volunteered or requested that companies actively contact or update them via these social media platforms.