Tom Kubinski www.shapco.com
With so many options available to marketers today, it's no wonder why customers / prospects are overwhelmed with incredible amounts of unwanted direct marketing and promotional messages that are blasted out via email, or mass produced and mailed in vast quantities.
For most recipients, they either ignore or have become immune to standardized marketing techniques, especially with the advent of the Internet.
What they do want, however, is information and affirmation from trusted sources and referral networks.
WHAT MARKETERS ARE LOOKING FOR: (and are being judged on these days)
Staying relevant, valued and connected to customers / prospects have become the number one challenge.
Thus, the creation of
You can now have a two-way conversation with each one of your customers / prospects. You can validate what you know about them, seek additional information on what specific products/services they are interested in and give them a choice on how to be kept informed or marketed to.
Then you can use the specific information you have to tailor and target each communication on an individual level, sending them a message of relevance with mass-customization technologies in PRINT, DIGITAL, and RETAIL CHANNELS and ask them to act. This enables you to significantly improve interest, response rates, number of orders, dollars per sale, ROI for each marketing dollar invested, decrease cost per sale, building individualized relationships plus the ability to gather pertinent information on each contact so you can market to them more efficiently and effectively.
In the Chief Marketing Officer (CMO) Council report "Routes to Revenue", (see end of column for more information and to view entire article), marketers identified critical tactics and strategies to deepening engagement:
Some key findings:
60% said they intend to improve customer segmentation, profiling and targeting
30% reported they were embracing more personalized, multi-channel communications across all customer touch points
15% of marketers believe their companies are doing an extremely good job
55% note there is room however for improvement
76% were not realizing the full revenue potential of their existing customer base
22% and up felt that their lack of real-time data and analytics was a critical roadblock to having customer insights into customer retention, profitability and lifetime value
Marketing found that what data was accessible was often incomplete and inaccurate.
Consumers state that the era of mass messaging and blanket communications is no longer acceptable
Consumers have the power to halt all communications with opt-out, even if originally opted-in.
Many stated that this is due to managing email flow or to limiting the quantity of emails received
Consumers will disconnect communications altogether if they continue to receive irrelevant messages
Marketers are failing to connect with new and existing customers
73% say they have received promotional offers on products they've already purchased from company
TODAY'S CUSTOMER WANTS:
Key Finding Charts that you may find of interest - Thank you to the CMO Council!
Please visit http://www.cmocouncil.org/ to view the entire CMO article, portions quoted above with permission, go to SURVEYS & REPORTS for "Why Relevance Drives Response and Relationships"
ABOUT THE CMO COUNCIL
TO SIMPLY CUSTOMIZE A COMMUNICATION IS NOT ENOUGH!
Please contact me for more information, I am happy to help you in any way I can.
Other issues of TK's Korners that may be of interest to you:
Hope this helps and stay tuned for the next issue of TK's Korner. You never know what might be covered!
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Take care and have a great day!
Make sure to check out other issues of TK's Korner!