Today's marketing leaders are tasked to deliver better results in tight economic times while consumers have their hands on the information throttle. Considering which customers and prospects to reach out to should go beyond list size, permission, cadence, content and deliverability. It shouldn't be a guessing game.
Optimizing the way you communicate with consumers—media mix optimization (MMO)—will soon rely far less on loosely connected econometric models, and far more on specific target audience identification and measurement of individual-level stimulus and response.
While recent hoopla over search engine optimization practices caught Google off guard and potentially embarrassed some companies, this news should serve as a reminder that grounded marketing strategies and vendor selection really do matter.