What If You Can't Afford Predictive Analytics In Your Marketing Budget?

RSS Wed, 03/04/2015 - 17:34 - Peter Moloney

Twenty years ago, if you wanted a marketing piece to look good, you had to go to a professional graphics service to get it typeset, and then a printer to get it printed. Now everybody can do that on a PC.

But then again, you can now use purpose-built templates to make your own just-about-anything: really good-looking marketing pieces, websites, emails, you name it. In other words, you can go a long way for a lot less time and money these days.

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Overcoming Obstacles To Relevant Marketing

RSS 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.

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What To Do When You Know What Your Customers Are Going To Do

RSS 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?

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Personalization & Prosperity

RSS 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.

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Silencing The Critics

RSS Wed, 01/29/2014 - 19:59 - Mark Klein

Proponents of individualized marketing (count me in that group) are regularly faced with incredulous critics who deny the possibility, or at least the logistic feasibility, of sending unique communications to each of their thousands or millions of customers.

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