It may seem like a contradiction - integrating viral/social applications and 1:1 direct marketing.
Personalized direct marketing allows you to engage your customers in 1:1 communication and viral marketing seems to do the reverse (engage the community).
Yet… this ‘mismatch’ if done effectively is really a ‘match made in heaven’ for marketing professionals. Even better if the application, presentation or video is relevant to your brand and what you do.
This summer, we challenged our customers and prospects to ‘climb the multi-channel mountain’ while providing them with resources and best practices to help them prepare for the climb.
Check out the latest video “Preparing to climb the multichannel mountain” .
As a ‘carrot’ for you to view the video, we are running a “most insightful comment” contest. To take part, submit a comment about the video on Youtube and you could be having coffee on us.
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So, why are some of us still reluctant to use PURLs as an ingredient in our direct marketing mix. Does it not generate higher response rates than GURLs or CURLs ? Is it not cost efficient? Implementation is difficult and time consuming? If you nodded and/or answered “yes” to any of these questions, you probably [...]
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Frequently, at L2, we hear about client concerns about the potential of TOO MUCH personalization, and “Creepy” possibilities in communication.
Recently, while looking on the web, I found this at TPM.
http://tpmmuckraker.talkingpointsmemo.com/2009/05/the_fatal_attraction_method_of_debt_collection.php
But to say that this is over the line is an understatement. It is not only poor customer policy, it is poor human behavior, and borders on the sociopathic, what this company did to this customer. Her late payments, or failure to pay do not permit grey moral operations on the part of the company. One person’s wrongs do not sanctify detrimental action by another person, let alone a corporation.
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As I was taking out the trash this past weekend, I realized how much marketing $$$ was being thrown away. I decided to pull out all the direct mail pieces from the trash bag and sort through them. Every piece was composed of different offers, content and images. After a brief examination, I realized a [...]
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Finding out detailed information about your prospects is made easier everyday. If you are currently using services like Hoovers, Linked In, Jigsaw etc.. You should check out TheOfficialBoard. This new service will provide users with the organization chart to the largest companies. It is basically a report of who the executives are, who reports to [...]
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Do you get your favorite magazines at the news stand or delivered to your door?
I know I browse through magazines at the stand, but in many of them I have the option of signing up with the publication for a year (often at a lower price).
Now, since you’re already collecting information about me, how about finding out my preferences and personalize some of the magazine, catalog or publication to me.
This can be as simple as printing my name on the cover (and not just on the mailing sticker), having a centerfold personalized to me, even publishing ads that apply to me… an insurance ad that says ‘is the Lou household sufficiently covered?’.
The technology is there (if your vendor is unable to do this, talk to us), waiting for a publisher to take CRM and Variable Data Publishing up one more level.
If this resounds with you, let me know via twitter: @RyanLou
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Amid fears of the spreading credit crunch affecting your core print business and limiting your ability to purchase expensive print equipment on credit and half measures for tiding the poor economic conditions, we suggest you diversify your business out of trouble.
While your immediate concerns are to cut down staff and reduce investment (even on marketing), these actions may leave you in a disadvantaged position to grow your business when the economy picks up.
A better option would be to reduce your cost while increasing business even while your competitors trim theirs.
Industry Data:
Clear market trends suggest that marketers have long been looking to the web to compliment print in reaching their target customers.
Marketers are increasingly going direct, personalized and online! Are you keeping up?
If you are already using digital press from the Canon CLC and Konica Minolta 850 on the low end to the Xerox iGen3, Kodak NexPress and the HP Indigo on the high end, then you have already made it easy for your print company to diversify your business, growing while the industry does!
If you’re stuck with offset press that are huge and expensive to run and maintain and set you back with millions of dollars in debt then now would be a good time to ‘go digital’.
Read more…
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The following are 3 simple tips to improve response from your email campaign.
1) Make your content and offer relevant
2) Get them acquinted with you
3) Be clear how you want them to respond (Call to action)
Read more about these tips in today’s email post.
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