Instant delivery of marketing messages to customers triggered upon customer behaviors in real-time such as page views, clicks, social interactions, location, etc., is at the bleeding edge of today’s marketing tech. Watching all activity generates a lot of data that might indicate customer preferences and readiness to buy something. But as many marketers have found… Read More
When my wife and I recently re-watched Nora Ephron’s 1998 iconic romantic comedy You’ve Got Mail with Tom Hanks and Meg Ryan, I was struck by how much has changed about email since that movie was released. Back then, receiving an email was a big deal, and the AOL chime notice when it hit your… Read More
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… Read More
These days I’m a fervent advocate of individualized marketing, where each customer gets a unique message*. We know it works, because week in and week out our customers run individualized campaigns that far outperform their previous ‘spray and pray’ campaigns and even their more sophisticated segmented marketing campaigns. Yet only a few years ago, while… Read More
At Loyalty Builders we are big believers in the power of direct marketing to generate revenue. We’re not alone. Catalogers, emailers, and multi-channel merchants send huge volumes of all types of communications every day. But the way, some of them measure the effectiveness of their campaigns has us scratching our heads. All companies want to… Read More
After 12 years doing customer analytics the phone keeps ringing. More and more business people are seeking us out because of the growth of behavior based marketing. But even in the face of the good results we’ve gotten for our customers, some are skeptical. “I don’t know if you can help us,” they’ll say, “because… Read More