Today, we released a product announcement to the press about the launch of our geolocation tool for 1to1 marketing campaigns.

To read the full press release: “L2 enhances targeted marketing with geolocation feature“

We’ve talked a lot about creating 2-way conversations with prospects and making every piece of marketing relevant.

With the geolocation feature, Fuse users will find it easier to initiate this conversation and make it targeted to the recipient’s location.

Here’s some examples of how the geolocation feature can be used:

• A snappy tagline: ‘How’s marketing in {City}’.
• An advanced location finder: ‘Here’s the latest campaign offer for stores near you’.
• Relevant information for the city, 10 things you did not know about auto insurance in {state}
• A viral application: ‘find other marketers in your area’.

How is this different from what other 1to1 marketing vendors provide?

1. You can locate individuals you have no data of (From print ads, TV/radio ads, pay-per-click ads)
2. The application tracks the recipient’s location when the ad is opened (So they can find the nearest store when they’re in the office, at home, driving around, or on holiday).
3. The application automatically tracks the recipient’s timezone (You can schedule future messages at a precise time for that person’s timezone.
4. Everything is automated in the platform.

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Marketplace: According to a DMA report, 93.7% of respondents using non-catalog direct mail, receive responses online!

Industry: Only 39% of marketers customize the landing page - Many marketers think the outbound campaign is doing the heavy lifting and the landing page exists only as a passive collection cup for leads generated. - Marketing sherpa report

Marketplace: 54% of respondents in a consumer survey said they had a more favorable opinion of the companies that send them email. - Epsilon (Oct 2008)

Industry: Almost half of interactive marketers surveyed say their organization struggles to prove the ROI of its efforts, while 7 in 10 say there are understaffed to do so. - Forrester Research (2008)

Marketplace: Engaging your audiences in more relevant communications increases net profits by an average of 18 times more than broadcast mailing - Jupiter Research

Industry: 51.4% of printers do not offer variable data printing - Printing Industries of America, Digital Printing Council.

We do what we do, to help marketing service providers produce innovative campaigns that succeed in the marketplace.

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This ad ran in Singapore, but has been ruffling feathers all around the world, especially in the US.

In an interview for marketing-interactive singapore, Jayine Chung, copywriter for Religion, the ad agency that worked on the ad, said “Our client wanted something edgy and not something you would expect from a fast-food chain“.

Do sexy messages work for your business? Definitely not with every marketing segment, but that is where variable data printing comes into play.

== Test which messages work for each marketing segment and speak to each person in a way that motivates a response. ==

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How do you currently measure the success of your marketing?

Do you take into account the synergetic effect of social media, multi-channel campaigns (email, direct mail, web, sales calls, sms), SEO/SEM, blog, PR… in your lead generation process?

It is a simple concept, but is often overlooked: Conversion is highly unlikely at the first attempt (unlike the dating world, your prospect is almost never in a drunken stupor!)

The solution?

1. Build a relationship with your prospects over multiple touches and across multiple platforms
2. Focus on the marketing tools that your prospects use
3. Use the stacking effect of these integrated marketing touches to get your prospect on board.

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Chris Brogan makes a simple and great point about not slowing down your media during the holidays.

He says,

“You can slow down, but don’t let your media slow down. Why? Because your community and/or your audience are quick to find replacements, because they come to rely on your media as part of their diet, because every post is an advertisement for what you do best. “

Chris Brogan, Chrisbrogan.com

So is your marketing on holiday?

Yes, some of your prospects may not physically be at the office and past experience might tell you that summer is a bad time for marketing campaigns.

But, times have changed, slowing down your entire marketing operation at this time is a bad mistake!

Why? Because your fiercest competitor (the ones gritting their teeth and fighting for survival) are not backing off your customers. And some of your brightests prospects, the ones you really want to demo your product to, are still at work (bored by the lack of activity in the office).

So maybe, just maybe, this is prime time for your marketing campaigns. The economy is showing signs of life, your prospects might be slowing down off their work just enough to spare the time to talk to you and, really… marketing technology allows you to schedule entire campaigns in advance (so you can still enjoy the holidays).

Just this week, we sent out a follow-up reminder to our multi-channel education video campaign and within a day, we already had about 55% of prospects open and read the email message. That’s almost double the response we traditionally get.

Now, wouldn’t you say that maybe its time to get off your chair and prepare that multi-channel marketing campaign?

Just in (Via Twitter from @APKOB) New employee Jack Kilby “Invented” the microchip while his collegues were on summer vacation http://bit.ly/m3Evo

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What is the “right” solution for your cross media marketing needs? It can be a daunting process trying to figure that out. Depending on what each vendor is pitching to the market, the cross media marketing challenge is presented differently. No doubt, each vendor will tell you their solution is the “right” solution for your [...]

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Holidays are a great way to get ahead.

To get ahead of your work, get ahead of the game, take a step back and think about where your marketing is going/ where your business is going, while spending more quality time with the people you love.

This year has been a really turbulent year for marketing. The economy resulted in slashed budgets, more cost-consciousness (see ‘death of direct mail‘), less time for ‘real marketing’ more time on social networks, lower consumer spending has meant lower campaign ROI and ultimately a lot of jobs lost).

So if anything, this weekend is a good time to take a step back, get a view from 15,000 feet and re-learn marketing if necessary.

Here’s how:

#1 Sign up for these feeds:

Network for Good (Learn best practices in non-profit marketing)

BtoB magazine (Because B2B requires different strategies)

Chris Brogan (Social Media Business Strategy)

Hoovers (Marketing with a perspective on data)

DPS Magazine (Keep ahead of what’s next in print)

American Printer (The latest printing news)

#2 Pick up a great marketing book and devour it this weekend

#3 Watch these videos we compiled for you on youtube.

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Your customers and prospects are social. They like interacting with brands online. You already do email marketing, you already send direct mail, some of you are already creating effective multichannel marketing campaigns, but do you have the right strategy for going social?

Chris Brogan frequently blogs about social media strategy and how technology can be used to create applications that interacts with the online community.

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