Prior to widespread use of the Internet, the purchasing process was simple: An individual first became aware of a product or service through a direct mail piece, print ad or TV commercial. Then, the person filled out an order form, called a toll-free number or visited a store to make the purchase. Today, marketing is much more complex.
Information is the raw material of target marketing, but gathering data from the Internet, mobile, social media and all the other tracking available today has grown beyond what you can handle with traditional desktop tools—entering the realm of "Big Data." Soon, knowing how to manage and use that tsunami of data will be a key difference between marketing programs that work, and those that don't. We asked DMA MiLab's Alexandra Morehouse six questions about how marketers can recognize, manage and exploit Big Data.
To determine how Fortune 50 companies are using Twitter to interact with customers, digital agency IQ went undercover as an ordinary consumer posing questions to brands via their Twitter accounts. The experiment involved IQ social media strategist Sarah McFather tweeting straightforward customer service inquiries tailored to a company's product or service. For example, asking AT&T when the next iPhone was coming out, asking GE for energy-saving suggestions, or Bank of America about whether the bank should be notified of a customer's international travel so their credit card will not get denied.
Although there are many drivers of overall campaign success, four factors with significant untapped ROI potential are de-duplication, predictive analytics, enterprise campaign testing strategy and inclusion of referral metrics.
Indebted consumers searching Google for "financial freedom" and a chance to reduce their bills were 101 percent more likely to convert to 800-number callers of San Diego-based debt settlement firm Fidelity Debt Solutions after the company optimized its paid search landing page.
Why? Everyone who’s ever been dumped wants the answer. Many never know the reason. But companies that use dashboards as a retention tool are not only finding out why; they’re figuring out when their beloved customers are showing signs of leaving so they can take the necessary steps to successfully woo them once again.
Two years after headline-making postal reform, here we go again. The U.S. Postal Service witnessed a headline-making drop of 9.5 billion mail pieces in fiscal year 2008, which contributed to a net loss of $2.8 billion. But having to pay $5.6 billion to prefund its retiree health benefit fund was the major hit that made the USPS management’s aggressive cuts of $2 billion from annual operating costs practically disappear into thin air. And with no relief in sight, Postmaster General John Potter has stated the organization is on track to post a revenue shortfall of $5 billion in fiscal year 2009.
Simple, but effective. A plain 4-1/4" x 9" outer envelope, with the Wells Fargo logo in the corner card and "Benefit Update" in black print floating on the right side, greets the customer. Inside sits a one-page letter. That's it. But between the copywriting and the offer, it's a combination that's going to be hard for other insurance companies to beat, partly because it's offering the customer many different insurance options with different companies, rather than linking up with a single entity.
What triggered this column was a letter to this publication from Anthony Greene in London on my musings last week about how to gussy up important e-mails in order to give them gravitas. In our exchange, he wrote: Thank you, Denny. A nice and utterly relevant piece. Your story about the Ticketmaster e-mail, and how much you appreciated their thoughtfulness, has reminded me of what I regard as one of the greatest missed opportunities in the history of marketing. Every time I use my American Express Centurion Card I cannot help but notice the following words printed on the front, “MEMBER SINCE 82”. So,
U.S. Bancorp, KeyBank, J.P. Morgan Chase, USAA, Wells Fargo--and many others--are launching marketing campaigns aimed at children. The idea is to get kids used to putting money away at a very young age. Some banks make it possible to deposit as little as 10 cents. Others are giving away premiums and prizes ranging from stick-on tattoos to music downloads when they have $100 in their accounts. My exhaustive (and exhausting!) file of news stories contains many accounts of gimlet-eyed, self-styled anti-marketing-to-kids police worried about everything from violent computer games to Oreo cookies. Of one thing I am absolutely sure: No one before or since has marketed