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Mon, 06/29/2015 - 16:49 - Peter Moloney
Are your marketing programs really delivering the most relevant, personalized message to each individual customer? If not, why not?
I'm not talking about inserting the customer's name in the marketing content. I'm not talking about delivering customized messages to different segments or groups of customers. I’m talking about putting the right offer in front of every "individual" customer at the right time — the one most likely to get them to buy now.
Is there a more important objective for marketing than that?Read More ›
Thu, 04/23/2015 - 17:24 - Peter Moloney
According to data published by Caslon & Co. based on research by the DMA and PODi, personalized marketing content generates response rate 3x or more than static content for various marketing objectives, including ordering.
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Thu, 04/09/2015 - 17:20 - Peter Moloney
Would you be interested in a machine or “magic box” that turns every $1 you put in it into $10? Sound crazy? Well, at Loyalty Builders we have one of those. It’s for retailers, CPG and B2B companies that have lots of products and lots of customers, and who target those customers with promotional campaigns.Read More ›
Fri, 03/20/2015 - Mark Klein
The mantra of one-to-one marketers is "right offer, right person, right time."
But a great many marketers who think they're fielding one-to-one campaigns are deluding themselves. In reality they're sending many customers the same communication under the mistaken assumption that those customers' needs are identical to others getting that communication.Read More ›
Mon, 03/02/2015 - 09:07 - Mark Klein
There are several different names for relevant marketing: personalized marketing, individualized marketing, one-to-one marketing, micro marketing are some we’ve heard. Lots of companies want to do it, primarily for two reasons: customers are objecting to “one size fits all” spam, and vendors believe that relevance raises response rates. But whatever you call it, and regardless of your motivation, there is little consensus on how to communicate in a meaningful and unique way to each of your customers.Read More ›
Thu, 02/26/2015 - 07:00 - Mark Klein
If you knew the river was going to flood, would you head for higher ground? Of course you would.
If you knew more than a hundred new people would show up at your door to buy today’s special, would you plan to have that special in stock? You’d be foolish not to do so.
Now, if you knew which customers were likely to defect, or to buy certain products not previously purchased, what would you do? What would your emails say? Would you act differently than you do currently?Read More ›
Tue, 02/24/2015 - 23:19 - Mark Klein
I was surprised the other day by an article our Director of Marketing sent me. The author was plugging the power of personalized communication (I am a believer) but what interested me was how the definition of personalization has expanded as business people amass more and more customer data, and try to analyze it.Read More ›
Thu, 12/12/2013 - 15:21 - Mark Klein
During a radio interview last week, the host asked me why customer analytics are attracting so much attention lately. The question took me aback for a moment because the answer seemed so obvious — marketing using analytics produces far superior results than marketing done by the seat of your pants. We’re seeing a jump in business as more and more companies recognize this.Read More ›
Wed, 07/03/2013 - 09:27 - Mark Klein
Lately I’ve been reading predictions that direct marketing is dead. Maybe its got a slight case of indigestion. But dead? Not hardly. It’s still a huge industry, with 2012 expenditures estimated by the Direct Marketing Association at $168Bn, generating sales of almost $2,000 trillion.
That’s over 50% of all advertising, accounting for over 8% of U.S. gross domestic product, and supporting 10 million U.S. jobs. It’s hardly dead, but it is hurting badly.
The symptoms?Read More ›
Tue, 12/11/2012 - 14:56 - Mark Klein
Hearing is to listening as looking is to seeing: the difference within each autonomic-conscious pair is attention. For marketers trying to get customers to listen to their message, to see their offer, to act on their direct marketing communications, the first step is to get that customer to pay attention. In today’s attention economy, that’s not an easy task.
It’s not like attention is something new. My regular readers know I spend time training and competing with our poodle Charley. The key to competition success is getting Charley to pay close attention to my commands, to keep his eyes on my face and ignore the smells on the ground. When I get his full, undivided attention we come home with blue ribbons.