Live from DMA 2011: Going International and 3 More Direct Marketing Trends from Floor
3. Mobile Is Looming
It's not that companies aren't using mobile to market already, but what we've seen so far is just the fin of the shark coming closer and closer while the Jaws theme song plays. Vendors are creating solutions that more easily integrate mobile; marketers are finding new ways to leverage the channel; and smartphone adoption rates keep creeping up and up—not to mention tablet ownership.
Marketers are going to have more options on how to use mobile soon, and probably won't know which of those options actually work for a few years. In a conversation, Patrick Spenner, managing director of Corporate Executive Board's marketing leadership council, said mobile is where social was 12-18 months ago. That sounds odd to say about a channel that was long before social media, but the increasing adoption of smartphones and increasing integration of mobile with other marketing tools is going to turn the corner soon.
4. Sophisticated Marketers Are Appending Data in Real-Time for Profit
Kimmel in his keynote talked about how marketers have the tools to be able to know who each customer is, what they're doing and where they're doing it at any given time. OK, he said the same thing last year, that wasn't really impressive anymore.
What was impressive was hearing data providers talk about customers using real-time data to, for example, look at the cookies or IP addresses of Web visitors and serve different offers to each visitor based on their financial history and what that meant for their anticipated life-time value or the products they were most likely to be interested in.
I also heard about companies using this same type of append technology applied to caller ID to sort and order callers in a customer service queue. The likely up-sells could be handled immediately by top performing CSRs, while low-value callers could be prioritized differently depending on their expected outcome. The technology is there if you have the ability, resources and customer volume to use it effectively.