when they speak with their data?
There isn’t a day that goes by in our industry where an article on BIG DATA, little data, or better database which crosses your screen or is found in a publication. The use of customer data has always promised to change direct marketing and direct mail for the better. There are signs the time may be here. You’ve been warned.
Better response, sales, and more revenue.
As more companies start to dig deeper into their data they are starting to see a better response from their marketing campaigns. Larger firms are using more market research, a variety of new ways to visualize their data and more are using analytics. Customer profiling is used by more companies than ever before.
Analytics is helping to answer the question, “What can we build with this data?” Or is the real question the direct marketing and mail industry owes it to their customers to help them better connect with their marketplace? The list of excuses is becoming smaller with each passing day.
According to Acxiom CMO Tim Suther, in 2006, Rex Briggs and Greg Stuart told him at a conference that 37 percent of advertising was money wasted, according to their landmark research published in their book “What Sticks.”
Recently Rex Briggs refreshed that study and now says the amount of money wasted is now up to nearly 40 percent. That’s almost $200 billion wasted in advertising globally!
The time is right to quit wasting money. Take whatever data you presently have and begin to build a better contact management marketing program and have a goal to increase your data analysis, response and the relevance of the message.
The time is now to become more serious with your data. If not you, your competition surely will. You can thank me later.
Please share – it’s greatly appreciated.
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Everything marketing starts and ends with your customers… cater to them, listen to them and react to them. The results will amaze you.