Target Marketing November 2010
In the study "Crowdsourcing and Individual Creativity Over Time: The Detrimental Effects of Past Success," Barry L. Bayus delves into one of the main ways organizations are getting social with consumers.
On the faceless Internet, one-click live customer service is a premium that may increase revenue, improve retention and reduce customer service costs, according to recent findings from Forrester Consulting.
Much like femtocells boost cell phone signals, content curation aids search engine optimization. So finds Airvana—makers of femtocells, which are small cellular base stations that extend phone coverage to an area that may not otherwise have cell service.
Successful marketers are able to integrate all the unique nuances of each marketing channel in order to reach not just a broad audience, but specifically the right audience.
Ads are everywhere I look—on cars, jet plane fuselages, garbage trucks, golf carts, kids' report cards, over urinals, on billboards, gas pumps, cellphones, sports uniforms, skywriting, and of course, on radio, TV, newspapers, magazines and the Internet.
Tasked with raising renewal rates on home warranties, Doug Stein, president of Sunrise, Fla.-based HMS National turned to a process of in-depth customer interviews, called "voice-of-the-customer" research, for answers.
Real direct marketers aren't driven by any one type of media, award-winning messaging or misgivings about changes in technology.
Regardless of channel perspective, converting new customers into repeat customers remains the most valuable contact strategy method available for marketers.
As a whole, marketers are often too cooped-up with their brands, juggling best practices and customer data, all the while trying to come up with something "fresh."
The beauty of direct marketing is that it proves itself. And as the new marketing channels—Web, mobile, social—are developing, they're proving themselves, too.
Mobile browsing is set to outpace desktop browsing in the next three to five years. Yet, the landscape of the mobile Web leaves something to be desired.
Instead of wasting a company's precious resources—time, energy and enthusiasm—dithering, I encourage clients to put that energy into "thinkering" and tinkering with this simple exercise from my BrandAbout process.