Cover Story: The Big Qs of 2012
6. Are You Doing Enough To Keep
Perhaps the biggest questions of all facing marketers as we (hopefully) emerge from this recession are about customer loyalty. Acquisition is expensive, and marketers have never been more aware of that than during the recession.
"Marketers have become more laser-focused in how they market to both customers and prospects," says Brayfield. "The 'when?' 'what?' and 'how many?' are questions that marketers have been re-thinking. They have been more efficient and have cut costs. The good news is that brands are realizing the importance of creating an exceptional customer experience and are managing it with tenacity."
"There's no easy answer to deal with outside lists," explains Brady, "but marketers can mine their own lists. It's important to develop re-activation strategies for prior buyers. Whether you use direct mail or email, develop a special offer strategy to re-engage these people."
Roman has seen marketers move inexorably in this direction, as well. "Our clients are devoting far more budget and resources to customer engagement and retention marketing," he says. "The top companies are spending money and resources to engage customers earlier in their lifecycle. Actions include new customer onboarding strategies and opt-in, preference-based personalized communications at key points throughout their lifecycle." All of which seems to bring us back to multichannel marketing and data.
Those are the questions on the minds of today's top direct marketing experts. Are they the ones on your mind, as well? Let me and the other editors of Target Marketing know on Twitter @TargetMktg, or via our LinkedIn group: Integrated Marketing Mix. We want to hear what you have to say.