There are several different names for relevant marketing: personalized marketing, individualized marketing, one-to-one marketing, micro marketing are some we’ve heard. Lots of companies want to do it, primarily for two reasons: customers are objecting to “one size fits all” spam, and vendors believe that relevance raises response rates. But whatever you call it, and regardless… Read More
If you knew the river was going to flood, would you head for higher ground? Of course you would. If you knew more than a hundred new people would show up at your door to buy today’s special, would you plan to have that special in stock? You’d be foolish not to do so. Now,… Read More
I was surprised the other day by an article our Director of Marketing sent me. The author was plugging the power of personalized communication (I am a believer) but what interested me was how the definition of personalization has expanded as business people amass more and more customer data, and try to analyze it. Personalization… Read More
Proponents of individualized marketing (count me in that group) are regularly faced with incredulous critics who deny the possibility, or at least the logistic feasibility, of sending unique communications to each of their thousands or millions of customers. One way to break down this credibility gap is to publicize individual marketing success stories. That’s why… Read More
Data-driven marketers routinely rely on transaction data and customer analytics to drive their programs. More traditional marketers hear their claims, perhaps even see the results, but don’t know what to do or where to start making data-driven decisions for themselves. Our blog post, Data-driven decisions you can make today, explained why marketers should use the… Read More