Archives for category: Uncategorized

Online StorefrontOnline Storefront 2

It seems simple, personalizing your direct mail, email or other marketing campaigns. By simply going that extra mile, it can make a difference to your customers. And, just might be the key to grabbing the attention of potential new customers. I have found that there are 3 key reasons personalized marketing works.

1. Increased Response Rate
It’s time to put your clean database (or purchased database) to good use.  Using PURLS and QR Codes to drive customers to a personalized landing page has shown to improve click through rates by 14% and conversion rates by 10% (Source: Aberdeen Group). By personalizing your marketing efforts and using your customer data to its fullest, more relevant emails drive 18 times more revenue than broadcast emails (Source: Jupiter Research).

460493875

Personalized campaigns can generate response rates of up to 20-40%. (DMA)

2. Allows for Tailored Marketing
It’s more than just a first name. You can version a piece based on gender, ethnicity, buying habits, and even job titles. Using personalization and variable data printing, allows for more target-specific marketing.

3. Relationship Building
Build your relationships by taking the time to know your customer. It’s the little things in your marketing and customer service that go a long way to building lasting relationships. Personalizing your direct mail, email and even your phone calls is the first step. Learning your customers likes, dislikes, buying habits and incorporating them into your marketing strategies. People who respond to personalized mailers tend to become loyal, long-term customers (Cap Ventures). Also, make sure your Customer Service Department is engaging with your customers in the same way. If you have a Customer Relationship Management tool, make sure Sales, Marketing and Customer Support all have access to the software.

Douglas Adams had it right. In the late 1970s, “The Hitchhiker’s Guide to the Galaxy” introduced the concept of a hand-held device that contained the sum total of all universal knowledge. In 2007, Bill Gates and Steve Jobs re-mixed this idea by talking about a “post-PC” world, a time when the PC went the way of the Dodo bird. Although the fight over terminology made for entertaining media posts, it’s stunniPC_Revolutionng how fast the post-PC vision has come to pass. The Internet is the now source of universal knowledge and smartphones/tablets are the devices nearly everyone is glued to for hours every day. At least on this planet, science fiction has become reality.

Most research now shows that we’ve just now reached the tipping point. According to Gartner, 2013 marks the year that more people globally will access the Internet through mobile devices versus desktop computers. The mobility revolution has changed everything. The resulting transformation in consumer behavior is shaking up whole industries. And, if you believe in the law of exponentials (see Ray Kurzweil’s “The Age of Spiritual Machines”), we’re just getting started. It’s still early days!

So, what?
Well, if you’re in business — any kind of business — you need to care about this deeply. The decisions you make today about how to go mobile, how you think about web development and how to create amazing customer experiences are critical, as they will affect your business in fundamental ways. As technology advances accelerate, businesses need to think about how to drive agility — the ability to respond quickly to unpredictable change. It’s not about features per se; features are transient. The real meaty decisions now involve how you approach web development holistically to include a wide range of touch points, including mobile, TV, kiosks and more. And how to invest in architectures and approaches that drive better agility with lower cost.

“The Post-PC Revolution Is Here —Don’t Panic!” is used with permission from author Mitch Bishop, CMO of MoovWeb. MoovWeb offers products and services that help its customers take advantage of the mobile revolution (http://blog.moovweb.com/2013/02/the-post-pc-revolution-is-here-dont-panic/).