Lucy and Ethel on the Chocolate Factory conveyor belt faced a daunting task. That’s what it must like to try to create a current direct response marketing book.
Much of what I've learned over the years about sales, marketing and customer service has to do with the critical importance of customer data, and how those data are converted to actionable insights. It's how companies generate the right customer data, manage and share data the right way, and use it at the right time. It's also how they use data to the best effect, to optimize loyalty and profitability, that makes them successful, or not, on an individual customer basis. Culture, leadership, and systems will facilitate effective information gathering, storage and application; and, CRM, CEM, ERP, or other acronyms notwithstanding, it's impossible to be successful without having as much relevant anecdotal and dimensional content about customers as possible.
Denny Hatch wrote a Famous Last Words column called "One-to-One Marketing and the 'Shot Heard 'Round the World.'" That was in the June 2001 issue of Target Marketing. By that time, the one-to-one ideas had been articulated in the seminal 1993 book "The One to One Future" by Don Peppers and Martha Rogers, Ph.D., and they formed the basis of the Peppers&Rogers Group's consulting.
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.
Pegg Nadler loves the unknown. Where others see challenges, she sees opportunities. Where others fear change, she fears boredom. These are some of the qualities that have driven her 30-year direct marketing career, the bulk of which she's spent advancing database marketing operations at commercial and nonprofit organizations and giving back to the direct marketing community. And they're why she's Target Marketing magazine's Direct Marketer of the Year.
The industry has been talking about the coming of a one-to-one communications cycle for as long as I can remember. I'm pretty certain the first DMA Annual Conference I attended in Toronto in 1993 featured a keynote by consultants Martha Rogers and Don Peppers. On a bare stage with only microphones and a teleprompter, the duo did their best to convince attendees to stop conducting mass marketing via direct channels and open up to the realm of personalized direct mail and telemarketing. Imagine, they said, what kind of customer response and loyalty you could achieve if you collected customer preferences to, for example, tell