Engagement Marketing Archive
Dynamic Content and Analytics
Posted by: David King on Monday, August 22nd, 2011
Analytics can (and should) be used to match content to customer needs and propensity. This provides a ready mechanism to increase the relevance of marketing and therefore boost response rates and sales.
Finding The Frictionless Sale With QR Codes & PURLs
Posted by: Nathan Baldwin on Monday, August 15th, 2011
Any time we ask a customer to do something to complete a sale introduces friction that slows or stops the conversion process. Combining QR codes with PURLs is an effective way to eliminate some of this friction and boost conversion.
Rethinking Householding
Posted by: David King on Wednesday, May 25th, 2011
Householding consumers has become a staple of database marketing. Yet, fundamental changes in demographics and behavior, coupled with the falling costs of direct marketing, provide reasons to rethinking the practice.
A Nice “Sprize” from the Gap
Posted by: Richard Muller on Friday, November 27th, 2009
So I’ve started my holiday season shopping today (like most of the population), and paid my annual visit to The Gap to shop for my wife and niece. The window display caught my attention, announcing a new program called “Sprize,” describing a simple but compelling offering: (1) shop today; (2) and if prices drop; (3) [...]
Life After Segmentation
Posted by: Richard Muller on Wednesday, September 30th, 2009
In Part 1 of this two-part post, I outlined how BCAA, one of North America’s largest AAA organizations, has used a custom segmentation model built entirely from their own membership data to improve the content and flow of communications, both through direct mail and email, and at the point-of-sale. In this post, I discuss how BCAA [...]
Breathing Life into Segmentation
Posted by: Richard Muller on Tuesday, August 25th, 2009
Whether on the client or vendor side, many of us have had at least one experience as marketers with trying to move the results of a customer segmentation model off our desk and into the hands of others in the organization who actually engage with those customers. As elegant as many of these segment models [...]
Dear Toyota: You never write, you never call….
Posted by: Richard Muller on Monday, July 6th, 2009
I should start by saying (admitting?) that I own a 2004 Toyota Highlander (a year before they came out with their hybrid and about three years before owning an SUV became the social equivalent of smoking). But I have enjoyed the vehicle, and most importantly, have not had a single issue with it, from a [...]
What is Engagement Marketing?
Posted by: Richard Muller on Monday, June 22nd, 2009
Yes, another catchphrase, just after most of us who have been in the database marketing game for more than five years have finally gotten over what happened to “Customer Relationship Management.” I contend it was the sales management vendors who took the term hostage, and those of us on the database marketing side never got [...]
Rats and the Contact Center
Posted by: David King on Tuesday, June 16th, 2009
Each year, my sister gives me a humorous calendar, the kind that you peel off a sheet each day and are presented with some new joke. This year, she gave me one that contains a compendium of “Stupidest Things Ever Said.” Here’s the June 13 entry: “Rat complaints have gone up, but we look at [...]