Let's face it: If you have smart data but no plan for fusing that insight into your communications, then the data isn't really doing you any good. Personalization used to mean "Dear [FirstName]." Simply put, true personalization involves using relevant data about the customer to address their needs, both expressed and implicit.
By now, marketers have gotten the message that better data makes for more impactful communications. However, "smart data" doesn't define itself. What makes some data valuable to marketers and others less so? Here are some guidelines to follow:
If you can't create an integrated marketing plan, what can you do? You need to prepare for a successful integrated digital marketing program. Being prepared means recognizing repeat customers and being ready to welcome prospects. Doing so demonstrates that you respect their time and value their business.
How would your business fare if you ignored half of your audience? If you haven't updated your email program for mobile devices, you've done precisely that. According to the Pew Internet & American Life project, 46 percent of Americans own a smartphone. In addition, nearly a fifth own tablet computers, a number that continues to grow rapidly. As a result, email marketers must assess the channel from a mobile perspective.
Quick! You need some new ideas to improve your email or social network marketing program. What do you do? The tried-and-true competitive review, in which marketers gather communications from competitors and analyze them for ideas, has a lot to offer. It doesn’t cost much — if anything — and it shows a range of tactics. To get the most valuable information out of competitive reviews, marketers should observe some basic steps.
In its short lifetime, e-mail has proven itself as an incredibly effective sales tool. According to the Direct Marketing Association, every dollar invested in e-mail marketing returns $45.65, more than twice as much as other online media and nearly three times as much as direct mail. With these heady numbers, marketers might be excused from thinking about other uses for e-mail.