*NCDM: Keynoter Says Successful Companies Give Consumers Control

Share this content:
LAS VEGAS -- Successful companies will be those that give up control and give the consumer what she wants, said Bruce Schnitzer, chairman of Wand Partners, a New York-based investment firm that specializes in investments in established businesses in his keynote speech here yesterday at the 25th National Center for Database Marketing Conference and Exhibition.


Companies that take this approach "will be rewarded with profitable relationships" said Wand. "The economics of e-commerce and integrated commerce are defined by nothing more or less than the lifetime value of individual customer relationships."


However, he said, that so far consumers are not "very happy with what


we've been offering them." He cited telemarketers, and how most consumers find them annoying, as an example of this.


In addition, he said that privacy concerns, which have spread rapidly over the past few years by consumers, are a "symbolic message for consumer control."


These concerns, he said "should be a wake-up call for everyone." Companies should examine what they are offering their customers in terms of marketing, and make sure that it is favorable to them.


However, he said this is a difficult task, because customers are complex, and "a desire to maintain privacy does not mean they don't want


personalization. They won't both."


Smart companies, he said will facilitate consumer control, "which in our opinion is just good business…Companies that do this will be able to establish trust and as a result establish long-term, profitable relationships."
Loading links....

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here