Target Marketing

You will be automatically redirected to targetmarketingmag in 20 seconds.
Skip this advertisement.

Advertisement
Advertisement
 
 

SaskTel's Mike Woolley Discusses Direct Marketing in Saskatchewan

February 11, 2009 By Heather Fletcher, Senior Editor, Target Marketing

TM: How is SaskTel CRM strategy evolving?
MW: One of the things that we as a company have really decided to work on this year is a real focus on the customer experience itself. ... We believe that a person's entire customer experience is huge in determining their degree of loyalty and how long they will stay with us; how many other services and such they will take.

TM: What approach is SaskTel taking to analytics?
MW: That's going to be something that we're going to focus on a whole bunch more in the near future. And that's specifically on retention, or doing some predictive modeling, predicting churn—particularly in our wireless market.

TM: How is the depressed economy affecting SaskTel's direct marketing efforts?
MW: It's not impacting the volume of direct marketing we're going to do. But I think it's going to change the direction. In the wireless market, I think we are seeing a bit of a slowdown in the number of acquisitions. I think that's an industry-wide phenomenon. So because of that, I think we're going to see ourselves shifting a little bit more towards some retention activities as opposed to pure acquisition.

TM: Why is SaskTel choosing to maintain its direct marketing budget at the same level?
MW: It's because things are so competitive; we have no choice. 


 

SPONSORED CONTENT

MORE ON DATABASE & CRM >>

FROM THE BOOKSTORE

<P>“Blanchard is demanding. He won’t allow you to flip through this book, nod your head, and leave. If you’re in, you’re going to have to invest to get your rewards.” <BR><STRONG>--Chris Brogan</STRONG>, president of Human Business Works <BR><BR>“Social media isn’t inexpensive; it’s different expensive. The human effort required to do it right is significant, and not knowing precisely how social media helps your business and how to gauge that progress is a dereliction of duty. In <EM>Social Media ROI</EM>, Blanchard provides the missing playbook for sensible, sustainable, profitable social communication. It’s about time.” <BR><STRONG>--Jay Baer</STRONG>, coauthor of <EM>The NOW Revolution: 7 Shifts to Make Your Business Faster, Smarter, and More Social <BR></EM><BR>“<EM>Social Media ROI</EM> gets down to the heart of the matter: How will social communications positively impact my organizational goals? Olivier takes us through a journey starting from the start, creating a strategy to achieve objectives, and in turn, the means to measure return on investment. If you want to get serious about online communications, you can’t go wrong with <EM>Social Media ROI</EM>.” <BR><STRONG>--Geoff Livingston</STRONG>, author of <EM>Welcome to the Fifth Estate</EM> and <EM>Now Is Gone</EM> <BR><BR>“Olivier explains the intricacies of building a social media-influenced company for every layman to understand. It is important to understand reach, attention, and influence for social media ROI. This is the book to help with that understanding.” <BR><STRONG>--Kyle Lacy</STRONG>, principal at MindFrame (yourmindframe.com) and author of <EM>Branding Yourself <BR></EM><BR>“Ladies and gentlemen, the social media code has officially been cracked. In <EM>Social Media ROI</EM>, Blanchard reveals how companies can apply the massive power of social media to achieve equally massive results. Incredibly practical, yet supremely enjoyable, this book offers a clear roadmap to growing your revenue in the dizzying world of tweets and retweets, likes and shares, connections and comments.” <BR><STRONG>--Sally Hogshead</STRONG>, author of <EM>Fascinate: Your 7 Triggers to Persuasion and Captivation</EM> <BR><BR>“If you know Olivier, you know he goes beyond the bullshit. He ‘gets it.’ This book will put you in the mindset to successfully plan and achieve real business objectives with social media. It’s a hard fact that good business decisions depend on real results. Olivier avoids the fluff with clear-cut ideas that will help you produce results.” <BR><STRONG>--Brandon Prebynski</STRONG>, social media strategist <BR><BR><STRONG>Use Social and Viral Technologies to Supercharge Your Customer Service! <BR></STRONG><BR>Use this book to bring true business discipline to your social media program and align with your organization’s goals. Top branding and marketing expert Olivier Blanchard brings together new best practices for strategy, planning, execution, measurement, analysis, and optimization. You will learn how to define the financial and nonfinancial business impacts you are aiming for--and achieve them. <EM>Social Media ROI</EM> delivers practical solutions for everything from structuring programs to attracting followers, defining metrics to managing crises. Whether you are in a startup or a global enterprise, this book will help you gain more value from every dime you invest in social media. </P> Social Media ROI

“Blanchard is demanding. He won’t allow you to flip through this book, nod your head, and leave. If you’re in, you’re going to have to invest to get your rewards.”
--Chris Brogan, president of Human Business Works

“Social media isn’t inexpensive; it’s different expensive. The human effort required to do


...

ORDER NOW

Available as a PDF.<BR> <BR>A guide to prospecting, lead generation, building an Opt-in database, tracking, social media integration, deliverability, mining content and balanced creative. While email marketing has reached maturity, there’s still plenty of life in this channel — if used wisely. <BR><BR>That’s the focus of this new guide to email marketing, with articles devoted to best practices for prospecting; continuing to build and refresh your opt-in file; how social and email work together; generating relevant content; keeping your messages safe from spam filters and junk-mail folders; and more. <BR><BR>Are you searching for ways to create stronger email marketing campaigns? <BR><BR>The DirectMarketingIQ and Target Marketing editorial teams have been researching, writing and collecting expert advice from industry leaders about how to create top-notch email marketing campaigns for years. <BR><BR>We’ve compiled this information and made it easy for you to find all in one place, with our easy-to-read report – <EM>Email Marketing That Works (2nd Edition)</EM>. Email Marketing that Works (2nd Edition)

Available as a PDF.

A guide to prospecting, lead generation, building an Opt-in database, tracking, social media integration, deliverability, mining content and balanced creative. While email marketing has reached maturity, there’s still plenty of life in this channel — if used wisely.

That’s the focus of this new guide to email



...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: