Direct Line Blog

Experian: "Customer obsession" is necessary for direct marketing success

Share this article:
Experian: "Customer obsession" is necessary for direct marketing success
Experian: "Customer obsession" is necessary for direct marketing success

In order to succeed at direct marketing, marketers have to be “customer obsessed,” said group president of Experian Marketing Services Matt Seeley during his introductory speech at the 2012 Experian Marketing Services's Digital Summit at the Venetian Resort Hotel Casino in Las Vegas. If marketers aren't trying to trace their customers' moves from initial contact to point of purchase, they won't be able to target and market to customers effectively, he says.

Seeley, spoke of a hypothetical customer named “Dana,” an everyman/everywoman type of customer who demands a lot from direct marketing services. “Dana demands that we provide a coordinated experience,” he says, from the moment she finds out about an offer, to the moment she purchases, through display ads, email and offers. “We need to move her [Dana] from a customer, to a brand advocate,” he says.

“We want to make sure that you get a real smile every time you reach out to a prospect or a customer in their life,” says Experian North America CEO Victor Nichols.

In a later speech, Nichols said that for a long time, marketers were like a dog chasing a car. Now, he says, they've caught the bumper, without knowing exactly what to do with it.

The “bumper,” he says, is being able to target customers directly and digitally. Now, it's up to marketers to break down silos and track customers in effective ways.

Amy Choyne, SVP and CMO at Kenneth Cole, said that customers have shifted from segmenting themselves – from, say, having several different emails for different purposes – to now demanding that marketers do the same.”
Share this article:
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the week


Concerned about growth? With over 25 years experience in the industry, the list experts at Fairfield Marketing Group possess the know-how to help immediately improve any domestic or international direct marketing effort. First-time and well-established mailers can rely on Fairfield Marketing Group's expertise to help launch campaigns into positive and profitable ventures.

Find out more here »

More in Direct Line Blog

Président Replaces Cheesy TV Spots with Digital

Président Replaces Cheesy TV Spots with Digital

Marketing + Cheese: What more could you want?

Unhidden YouTube Talent

Unhidden YouTube Talent

The problem with trends: Most brands find out about them when they're already cresting. But virality means getting behind a trend before it hits.

The Honeymoon's Over: How to Fix the Agency/Client Relationship

The Honeymoon's Over: How to Fix the Agency/Client ...

Marketers, if it annoys you when your agency leaves the toilet seat up—tell them. This and other tips on how to dispel the illusion of productivity.