When you build a great application, people expect more from the next. When you market an unfinished product or launch a tasteless marketing campaign, people remember you for it. When you tout features/ benefits that are not what the customer needs, they switch off to your product.

When you find yourself struggling to out-do yourself, change brand perception or change the way people think of your product… You’re struggling with the ghosts of marketing past.

Have you ever looked at a datalist and immediate knew exactly what marketing messages would work?

If you have, then you’re either a gem of a direct marketer, or you have been deluded by what marketing messages work on you.

The truth is, you’re not the prospect. As marketers, this can sometimes be the biggest obstacle to the success of our marketing campaigns. We believe that the same marketing messages that work for us would work for the prospect. We believe we are the prospect and so often, we find out we’re wrong.

But, this does not mean we cannot market to prospects that are different from us.

If you do not yet have an understanding of what marketing messages work for your customer segments, or are testing out a new datalist or customer vertical, then your best bet is to plan a marketing system that helps you learn more about your prospects.

Your best bet is to use best practices, industry/ market research, responsiveness to your campaigns, testing your messages (A/B testing), and ask them (2-way conversations)!

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.