Posted by: marisadedios | 2 March, 2011

MAILSHOTS

I have found this article and thought you might find it interesting.

To meet the growing demand for each customer experience to be tailored to individual preferences and tastes, marketers are quickly realizing they need to facilitate personalization across all marketing channels.

As our society becomes increasingly Web-engaged, users are growing accustomed to the personalized experience that Web 2.0 provides. With constant online access through smartphones and tablets, customer demand is starting to reflect the personalization perpetuated by the filtering, following, and friending options available on email, Twitter, Facebook, and LinkedIn.

Those capabilities allow users to apply their personal preferences to control what they want to hear and from whom. Those techniques have moreover bred the expectation that the same level of personalization should be available everywhere.

Delivering only relevant messaging to each customer is one way marketers can satisfy customers’ growing demands and avoid wasting resources. By not reaching out to uninterested customers who will likely ignore unwanted information, or worse, become annoyed by it, marketers can save money and increase efficiency.

A sophisticated analytical technique called uplift modeling can empower organizations to target only those customers who will be positively influenced by a marketing campaign, helping to reduce campaign costs, improve customer experience, increase customer lifetime value, and reduce churn. More on uplift modeling later; first, a few words about why email is anything but free.

The Hidden Cost of Email

Though mail merges and email blasts seem a quick and “free” way of addressing a company’s entire customer base by name with information about a promotion, new product, or service, they are becoming less effective—and, in some cases, detrimental to the success of marketing campaigns.

http://www.marketingprofs.com/articles/2011/4547/avoid-the-high-cost-of-untargeted-marketing?adref=nlt030211

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Responses

  1. Hi! I wanted to tell you about something that is the perfect example of Targeted Marketing. I’m suscribed to a project called Qustodian, this is how it works: They send you three or four messages per week at your mobile, and they pay you for reading them. But the best thing is that they have previously asked you to fill a profile with your preferences, so the advertisements are always interesting for you. For example, in my case I receive film trailers or discounts on shops.

    I think this could be the marketing of the future. It isn’t just personalized, but the company shares with you a little bit of how much they earn by bombing you with advertising. I think it’s fair enough.

  2. How interesting Ananda! you’ll have to tell us more about this in class. Is it worth it?


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