Business Outlook 2003
Database Marketing in 2003
Mary Ann Kleinfelter wasn't able to attend our Business Outlook Breakfast, so we caught up with her after the DMA annual conference. Here are her thoughts on database marketing strategy for next year:
"Direct marketers should focus their database efforts today on 'best practices.' They need to focus on getting better data—not just more data. ... They need data that helps them understand customers and their purchasing behavior better. Especially in this age of privacy concern, they should not collect data they cannot use in a meaningful way to return value to the customer.
"As far as development, they need to solve the issues that won't go away, such as how to better track orders so they clearly can see what is prompting an order, especially in light of the impact of multiple channels. Or, how to understand direct marketing buyers and non-buyers, so they as an industry can gain market share … who is buying and not buying, and why?"
Media Integration in 2003
"The best way marketers can overcome obstacles [to media integration] is to let consumers be their guide.
"Marketing success today depends on two things: 1) ensuring that each respective marketing discipline (direct, interactive, promotions, sponsorships, advertising and PR) keeps pace with a continually evolving, and increasingly sophisticated consumer; and 2) to include each discipline in the overall marketing plan appropriately.
"For example, we've moved away from the time when advertising's main function was to create awareness and favorable attitudes for a product. We're smack in the middle of an era in which the focus is on the customer's experiences with the product and her subsequent purchase behavior. Consumers today ask: 'This is what I need, can you make it? And will you tell me about it in this particular way?'
"'Integrated marketing' is no communications panacea. Successful marketers today will not only convey the right message, they will deliver the message using a combination of channels as dictated by the consumer."
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