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3 Ways to Connect With Hyper-Connected Customers

February 27, 2014 By Sarah Crossman Sullivan and Jamie Pennington
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Capturing a customer's attention among the hundreds of "dings and rings" we receive with every email and text message has turned many of us numb to their effectiveness. Sending out an email newsletter and having a zillion likes on Facebook isn't enough these days. Customers have evolved. They are more elusive, more demanding and looking to have a personal "experience" online.

Traditional customer capture strategies won't cut it when you're trying to compete with big empires like Amazon, Zappos and others. You have to stand out with a unique purpose. Unfortunately, most businesses in America don't have the bloated corporate budgets to continually monitor, track and capture their customers' trends. And quite frankly, even with those budgets many giant e-commerce marketers continue to miss the mark. Just because a user bought a grill online for her father's birthday doesn't mean that receiving emails offering grill tools will lead to another sale. And, more importantly, they could even annoy your customer to the point of boycott.

Here are the three keys to capturing your hyper-connected customer:
 
1. Harness the Power of Referrals
So where is the new point-of-sale and what are the biggest influencers in buying decisions? It's the power of referrals. In this tech-savvy world, we advocate going back to basics with a 21st century mindset. The power of a third-party referral continues to offer the best endorsement a company can receive. Top companies are incorporating the power of social media and asking happy customers to endorse their products within their own circles. Many times, there are incentives to do so, such as an additional discount on their next purchase or a bonus structure for referring friends. The ROI is well worth the discount they are offering, and much more effective than a blind ad campaign.

The key is providing real-time referrals. People will often buy based on a referral or testimonial from someone they don't know. But the feedback needs to be fresh, not stale or dated. Providing real-time point of purchase feedback is the game-changer. Couple this with seeing how the product works in your own life and the sale becomes personal. With the right tools, marketers can turn online shopping into an in-store experience, minus the lines, parking issues and hunger pains.
 

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First, 9 chapters from leading fundraisers give you the latest best practices in multichannel fundraising, including how to:  

• Choose the right channels for your campaign 
• Develop creative that works across multiple channels 
• Revitalize the direct mail component of your multichannel mix 
• Make sure email plays its increasingly important role perfectly 
• Seamlessly integrate mobile marketing into the fundraising campaign 
• Boost your online strategy with social media 
• Create a multichannel donor renewal campaign 
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Second, in 8 robust case studies, find out the secrets behind multichannel fundraising campaigns that worked.

About DirectMarketingIQ
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry.

<b>Note: You must have Adobe Acrobat Reader in order to read , The Art & Science of Multichannel Fundraising which is in PDF format.</b> The Art & Science of Multichannel Fundraising

(PDF Download) Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars....

ORDER NOW

 

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FROM THE BOOKSTORE

(PDF Download)

Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars.  

<b>In <i>"The Art & Science of Multichannel Fundraising" </i> from DirectMarketingIQ, the roadmap to that "perfectly integrated mix" is thoroughly laid out in over 130 pages -- <u>it's specifically created (and priced) for nonprofits</u>. </b>
  
First, 9 chapters from leading fundraisers give you the latest best practices in multichannel fundraising, including how to:  

• Choose the right channels for your campaign 
• Develop creative that works across multiple channels 
• Revitalize the direct mail component of your multichannel mix 
• Make sure email plays its increasingly important role perfectly 
• Seamlessly integrate mobile marketing into the fundraising campaign 
• Boost your online strategy with social media 
• Create a multichannel donor renewal campaign 
• Figure out that you're doing right — via testing and results measurement 
• Use all the pieces of the multichannel puzzle  

Second, in 8 robust case studies, find out the secrets behind multichannel fundraising campaigns that worked.

About DirectMarketingIQ
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry.

<b>Note: You must have Adobe Acrobat Reader in order to read , The Art & Science of Multichannel Fundraising which is in PDF format.</b> The Art & Science of Multichannel Fundraising

(PDF Download) Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars....

ORDER NOW

 

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