I am honored to be a speaker at this year’s On Demand Conference. As the conference approaches, I just wanted to give everyone a preview of the topic I will be speaking about.
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“Eating the Whole Whale”: How to Sell and Support Multi-Layered Companies
Today, keeping your most valued client relationships requires the means to [...]
As you may know, multi-channel marketing is one of the more effective methods of reaching and communicating to customers. The thing is, multi-channel campaigns tread on a thin wire between effectively “communicating to” and “blasting” customers.
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As a multi-channel/cross media technology provider, we have witnessed many great and successful campaigns launched by our customers … and then there were some that… I wouldn’t call a complete failure, but are not really a success.
“Then HOW do I launch a successful multi-channel campaign?” you may ask. Well, quite frankly, there is no single correct answer to the “how” question. It is rather a series of answers to a series of other questions that will give you the answer to the “how” question.
More than often, multi-channel campaigns don’t achieve successful results, because not enough questions were answered before answering the “how” question.
Here is a list of questions I have compiled from some of the customers who have launched multiple successful campaigns…
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As the demand and limits of variable data publishing (VDP) continue to advance, more questions arise. Most of you understand the concept of VDP, but some of you may be wondering about the following…
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One of the keys to succeeding in cross media marketing is “relevance.” If you religiously follow marketing blogs and news sites, you have probably read more than enough articles and posting about “relevance.” If not, here are some postings/articles you should consider reading:
Relevance in Marketing - Rohit Bhargava @ WebProNews
The Importance of Marketing Relevance - William King @ Content Caboodle
B2B Marketing in 2010: Focus on Three Key Issues - Mark Eardley @ The Long Hello
Email marketing content ‘to become more relevant’ - @ DirectNews
This is Getting Personal… - Michael Fleischner @ The Marketing Blog
The thing is, most of them only review the importance of relevance, and very few actually explore the logistics of implementation. I recently came across an article on DM News that focuses on the three biggest hurdles to achieving relevance in marketing…
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Most direct marketers are aware the use of personalized URLs (pURLs) can generate explosive campaign results. However, the common misconception is pURLs is a magic potion…. “POOF” and it will generate the results you want.
The truth is, pURLs are more like a bomb… if not handled with care, it will go “BOOM!” and blow your campaign into chunks of wasted effort.
On Demand Expo newsletter published an article exploring the common mistakes to avoid when using pURLs in your campaigns…
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