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3 Reasons for Smart Retailers to Use Multichannel Tactics
3 Reasons for Smart Retailers to use Multichannel Tactics
As published in DMNews
The most recent postal rate increase isn’t a shock to anyone. But it should be a wake-up call for retailers who aren’t taking a well-integrated, multichannel approach to marketing. The glory days are over. Retailers can no longer simply raise prices to cover rising costs. Competition is increasingly fiercely and coming from online players with incredibly low overhead. No consumer shops in a bubble. Many people flip through catalogs to get ideas, then compare prices and buy online. To get that purchase you’ve got to keep prices competitive; be there when the customer comes looking; reach out in innovative ways; be consistent across all channels to minimize confusion; and squeeze more from your marketing spend.
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3 Reasons for Smart Retailers to Use Multichannel Tactics (408KB)
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A Marketers Most Strategic Hire
The Marketing Services Provider: a Marketer’s Most Strategic Hire
As published in Direct Marketing International Magazine
When we, as marketers, look to expand our teams, we measure individuals on a number of different attributes: chemistry, creativity, attention to detail, ability to grasp the “big picture,” relevant experience and flexibility to name a few. Why should it be any different when signing on with a marketing services provider (MSP)?
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A Marketers Most Strategic Hire (743KB)
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Alterian - Marketing Automation that Hits the Mark
Alterian - Marketing Automation that Hits the Mark
As published by David Norris, Senior Analyst, Bloor Research
David Norris, Senior Analyst at Bloor Research published an article in January about Alterian. The article discusses Alterian’s partner based business model, core technology, recent acquisitions and their benefits to both Marketing Services Providers and Marketers alike. He goes on to write about the Marketing function being one of the most complex elements of a business. Mr. Norris concludes the article on a high note about Alterian’s capabilities, stating “This is a very strong offering that will meet the needs of the vast majority of marketers, and should be included in any evaluation.”
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Alterian - Marketing Automation that Hits the Mark (751KB)
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Bringing Value to the Boardroom Table - CMO Pulse
Bringing Value to the Boardroom Table - CMO Pulse
A supplement to DIRECT Magazine
The CMO Pulse guide considers some of the areas where Alterian contributes to providing an unconventional approach to database marketing and delivering unconventional wisdom to the CMO.
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Bringing Value to the Boardroom Table - CMO Pulse (3MB)
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Campaign Optimization
Campaign Optimization – Driving Dramatic Gains in Marketing Efficiency
As written by Trevor Jones, Head of Consultancy, Marketing Databasics
Customer marketing has never been more complex and stressful. Increased recruitment costs, pressures on budgets and a resultant stress on customer development and retention are only the start of it. Now we also have to deal with multiple channels through which we can contact customers. The costs and responsiveness of each channel can vary dramatically, and there’s also the issue of customer preferences. And what about the ‘customer experience’ that we’re beginning to hear more about. It’s a lot to sort out, and marketers who adopt the ostrich strategy will find the sand getting very hot around their ears very soon!
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Campaign Optimization (490KB)
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CMO’s Road to Customer Centricity Leads Down the Digital Highwa
CMO’S Road to Customer Centricity leads down the Digital Highway
As published in CRM magazine Best Practices Series: Enterprise Marketing
Online marketing growth in 2008 is likely to match or exceed the record-setting growth experienced in 2007. In the recently released Alterian survey of almost 900 marketers and providers of marketing services including systems integrators (SIs), agencies, and database marketing service providers (MSPs), a strong 84% of respondents plan to increase their online spend in 2008.
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CMO’s Road to Customer Centricity Leads Down the Digital Highway (754KB)
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Customer Satisfaction - The Only Metric That Matters
Customer Satisfaction - The Only Metric That Matters
As published in Marketing ROI
For the last few years the industry buzz has been about multichannel marketing, but amidst all the concerted marketing efforts are we missing the mark?
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Customer Satisfaction - The Only Metric That Matters (402KB)
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Database Marketing's PR Strategy: Get Visual
Database Marketing's PR Strategy: Get Visual
As marketers vie for a more strategic position at the executive table, they have a mighty weapon: numbers. Deep inside those massive databases lie the answers to some of business’ most important questions. The article goes onto describe five key dashboards that marketers can create with relative ease. Download the article to find out more.
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Database Marketing's PR Strategy: Get Visual (399KB)
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Direct Marketing Interactive Trends in Denmark
DM/Interactive Trends in Denmark. As published in Direct Marketing International, Analytics move to the fore in the traditionally creative-focused Danish direct marketing industry.
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Do you know what people are saying about you?
Do you know what people are saying about you?
As published in Reuters UK
Now more than four out of five online users are active in either creating, participating in, or reading some form of social content at least once a month.
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Do you know what people are saying about you?
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Don't Write-Off Integration
Don't Write-Off Integration
As published in the AdMarks Newsletter
Marketing integration. It’s the land of dreams. A far off, never attainable state of marketing perfection. Many marketer shy away from the topic; they consider it to be unattainable. Or they view it as a just a bunch of hype spun by technology providers and the press.
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Don't Write-Off Integration (398KB)
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How to Capitalize on Social Networking Sites
How to Capitalize on Social Networking Sites
As published in DirectResponse Magazine and CRMToday
Virtual worlds where customers can connect and share information are another channel through which marketers can improve the customer experience, but consider your approach carefully, writes Jason McNamara.
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How to Capitalize on Social Networking Sites (407KB)
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How to Make Marketing Integration a Whole Lot Easier
How to make Marketing Integration a Whole Lot Easier
As published in DM News' Essential Guide to Lists, Database Marketing and Data Services
Want to really frighten someone? Invite the poor soul to a meeting titled “Marketing Integration Planning”. Many marketers would probably rather manually cleanse a million database records than suffer through a project to sync up data, goals and technologies from multiple teams within the marketing department – or potentially further a field.
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How to Make Marketing Integration a Whole Lot Easier (673KB)
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How to Take Control of Database Marketing
How to take Control of Database Marketing - And What Happens When You Do
As published in MultiChannel Merchant
So you don’t have a Ph.D. in computer science. You can’t write a 100-line string of SQL code or pull off a left outer join in a relational database. Yes, database marketing is approaching mind-boggling sophistication. But the tools to get the job done are actually becoming easier to use. So easy, in fact, that there’s no reason database marketers everywhere shouldn’t take control of their own destiny.
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How to Take Control of Database Marketing (410KB)
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Improving List Generation and Data Management
Improving List Generation and Data Management
As published in Direct Response
List generation and data management are always under pressure to deliver better results for campaigns and often it's the customer service or high costs which let data providers down. This article outlines steps to ensure these obstacles are overcome.
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Improving List Generation and Data Management (566KB)
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Make them Prove It: Try Before You Buy
Make Them Prove It
Try Before You Buy
This article introduces a process when searching for an enterprise marketing software platform and the steps to follow. It discusses what your script should consist of when talking to potential vendors, ultimately resulting in a win/win situation for all parties involved.
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Make them Prove It: Try Before You Buy
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Making Search Marketing Pay Off
Making Search Marketing Pay Off
As published in DMNews
Read about how to convert anonymous traffic into known customers. Search engine marketing is hot and getting hotter! Find out why and how.
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Making Search Marketing Pay Off (405KB)
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Marketing without analytics: Is it really marketing?
Marketing without Analytics: is it really Marketing?
As published in DMNews
You can have the best sales pitch in the world, but if you don't know who your audience is, or what they are looking for, your strategy is based on chance. Wrong message, wrong time means the potential impact of your communication is decreased. Marketing – smart, cost-effective marketing – is about listening to what a specific person, or group of people are looking for, responding to that need or desire, and converting them to a "Yes." Marketing is communication and communication is, by definition, a two-way street.
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Marketing without analytics: Is it really marketing? (410KB)
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Marketing’s New 5Ps: Turning What You Know Inside Out
Marketing’s New 5Ps: Turning What You Know Inside Out
As published at Marketing Profs.com
With apologies to Philip Kotler, whose four Ps—product, price, place, and promotion—have been integral to any successful product or service marketing effort of the past 50 years, today's successful marketing hinges on five new Ps. Whereas the Ps we studied in college are all from the provider's point of view, these new Ps focus with laser-like clarity on the customer.
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Marketing’s New 5Ps: Turning What You Know Inside Out (76KB)
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Mastering the Customer Experience
Mastering the Customer Experience
As posted at mycustomer.com and 1to1 Media
Focusing on the customer is not something new. Customer Relationship Management theories embraced in the 1990s hold true today – the operational, collaborative and analytical aspects of the ‘CRM Ecosystem’1 still need to be adopted and adhered to.
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Mastering the Customer Experience (398KB)
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Optimising Campaign Planning
The Benefits of Using a Decision Engine to Optimize Campaign Planning for Direct Marketing
As Published in Database Marketing & Customer Strategy Management
vol. 13
This paper is about a new technique for undertaking campaign planning for direct marketing, and the benefits that this can provide, as evidenced by case studies in financial services and utilities. It demonstrates a very considerable commercial uplift in terms of the value generated from direct marketing, but does not require any change in operational technology.
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Optimising Campaign Planning (131KB)
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The Digital Competitive Advantage: There’s More to Email Than Email
The Digital Competitive Advantage: There’s More to Email than Email
As published in DM News
How does your company approach direct mail? Do you just randomly send the same package to everyone on your list, without regard for past behavior or purchase models? Probably not. So why is it that when it comes to email marketing, so many organizations apply an entirely different – entirely lax – standard
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The Digital Competitive Advantage: There’s More to Email Than Email (397KB)
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The Emergence of the Customer Engagement Agency
The Emergence of the Customer Engagement Agency
Customer Engagement steps beyond traditional direct marketing
Customer Engagement is a new go-to market strategy and new service providers are emerging to deliver coordinated Customer Engagement services which challenge the traditional direct marketing engines that so many have grown to rely on.
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The Emergence of the Customer Engagement Agency
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The High-Stakes World of E-Marketing
The High-Stakes World of E-Marketing
As published in E-Commerce Times
Strategic targeting and better accuracy through customer value segmentation and measurement assists in identifying the right types of potential and current customers to work with - and waiting for the feedback can even capture the same drama of a reality television show in the process.
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The High-Stakes World of E-Marketing (411KB)
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The Next Big Lesson in Email Marketing
The Next Big Lesson in Email Marketing
As published in DMNews
Alterian recently gathered more 70 executives from leading marketing service providers to spotlight the challenges of integrating email with other marketing efforts. Here is what they had to say.
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The Next Big Lesson in Email Marketing (398KB)
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The Next Step: Evolving from Web and Marketing Analytics to Customer Analytics
The Next Step: Evolving from Web and Marketing Analytics to Customer Analytics
As published at CRM Today online
Everyone's talking about analytics. Some are even applying them with varying levels of success. But if a company really wants to understand its customers, make a connection and gain a competitive advantage, analytics needs to be more than just business lingo that gets tossed around the conference table, or considered a nice-to-have. Analytics needs to be central to the organization's philosophy and help align all business and marketing decisions.
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The Next Step: Evolving from Web and Marketing Analytics to Customer Analytics (64KB)
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What do you mean you're too busy?
What do you mean you're too busy?
As published at The Marketing Leaders.com
As the explosion in digital channels, complexity and personalization fuel the volume of work managed by marketing, marketers need to adapt and change. Why is this? The time has come for marketers to embrace accountability. Resistance to change is inevitable, but the traditional excuses and reasons that marketers provide for lack of accountability, such as “I’m too busy” need to be exposed, while supporting them and managing the change process. We need to examine why increasing the visibility and performance of the marketing department is becoming a critical business imperative and objective.
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What do you mean you're too busy? (671KB)