List View-A Targeted Direction (651 words)
Relevance and Value
A well-honed list is only part of the solution. We need to be sure the offers we provide have relevance and value to the audience we're trying to reach.
Conservative estimates have the average consumer seeing or hearing 1 million marketing messages a year, or almost 3,000 per day! With so much clutter, only the most accurate and desirable messages are going to hit their target. With the capacity to identify different audiences, direct marketers need to segment their messages even further to ensure the right message goes to the right audience at the right time.
Finally, don't underestimate the importance of accurate measurement tools. Too often, incorrect methodologies result in incorrect conclusions, poor forecasting and unrealized opportunities. By refining the way we analyze results, marketers can better identify the clearest path to new customers and increased profits.
Of course, the ultimate goal of these tasks is to create targeted, relevant, highly valued communications with consumers. When we target better, customers are more receptive. And when customers are more receptive, they invite you into their private lives. This is how we overcome the privacy issue.
Better lists, better offers and smarter measurement lead to solutions that allow direct marketers to achieve the financial rewards and positive public image we deserve. In this new era of marketing, it may be the road less traveled, but it's the journey we need to take.
Jeff Hellinga is general manager of PerformanceData, a full-service provider of individual, household, neighborhood and market-area level data for database marketing and direct marketing applications. Contact him by e-mail at firstname.lastname@example.org, or by phone, (800) 626-2341.