The Allant Group
Addressable, interactive advertising promises to be mainstream in five years, likely accounting for 20 percent to 30 percent of all spend.
Target Marketing magazine reached out to some of the most knowledgeable people in the direct marketing industry to find out what they believe are the biggest issues facing direct marketers today and what questions your company needs to be able to answer to thrive in the coming year and beyond.
There are several best practices you can follow to maximize the data append process by getting the right data, improving the match rate of third party customer data, and having it come out in a format that you will be able to use successfully and immediately.
It's as if marketing experts have been fooling around in the chemistry lab, mixing up potions to try to figure out what strategies will work best. And it seems as though they've discovered the future: integrated, customer- centric marketing.
The maven of mean, actress Shannen Doherty, slapped good luck into Charter Communications' churn reduction efforts with one stroke of her lip gloss. Back in June 2007, when the St. Louis-based cable company was testing what's become its flagship loyalty program, "Live It With Charter," the company discovered that the face of loyalty strategies could be covered with star-struck offers unique to the industry, such as Doherty's "Kiss Them Goodbye" berry lip gloss. Those type of offers then joined Charter's product and service giveaways, as well as the travel and electronics prizes that most loyalty programs include.
You have lots of questions and lots of data, and you want to know how to get answers to those questions. What do you do next? Consider this step-by-step process to help a nonquantitative marketer visualize data to reach conclusions without complicated statistical techniques. Before you start getting all the figures you can find on your company’s systems, understand that there are several steps to take that can make your task easier. If you follow them in order, you might find you can relieve a lot of your anxiety about diving into tables of units, dollars and dates. 1. Define your question: what, when,
As a direct marketer, you now that the list, creative, product, offer and mailer all play significant roles in motivating your customers to buy from you. The list-your file of customers-is often cited as the single most important factor in your marketing. We suggest that the delivery process is the second most important factor because the most beautiful package featuring a compelling offer of a marvelous product is wasted if it does not get into the hands of a potential buyer.
You may be surprised to learn that just three key fields in your customer database will contain most of the mistakes in your file. They are the name, address and date fields. This information often is entered by people not trained in data accuracy and is subject to mangling when reformatted. Why do these fields deserve your attention? Because mistakes will cost you in undeliverable, wasted materials, postage and lost sales. Name Field: Names are subject to phonetic misspellings and typos. Even if they’re wrong, they’re still deliverable. However, an incorrect name does little to build a relationship with a customer and can result
At the eigth annual MeritDirect Business Mailer’s Co-op and Interactive Marketing Conference, Bill Singleton, manager of analytical services at Naperville, Ill.-based database marketing and consulting firm The Allant Group, presented, “Nuts and Bolts of B-to-B Mail: 10 Common but Unwritten (and Unmentioned) Mistakes.” Here are three tips he suggests to give your next B-to-B campaign a better chance of success. 1. Check data for gaps and aging. Is information accurate, current and entered in the proper field? Singleton also suggests suppressing nonbuyers who are competitors, miscoded consumers, prisons or business complaint addresses. 2. Use the right address for your customers. Singleton cautions: “Many