Marketing with online polls, an untapped market and more

Share this content:

E-MARKETING

How can an online poll best be used as a marketing tool?

“An online poll is an immediate dialogue that breaks down the consumer fear that something is just advertising,” says Jason Feffer, founder of SodaHead. A poll also provides valuable data: An advertiser can take the results and target communications to specific audiences based on how they voted.

“You can also do contests,” Feffer adds. “The advertiser can reward the person who does best job of virally marketing that poll widget, so you can spread the widget on 10,000 different profiles. That's an ultimate example of empowering the consumer.” Crafting the question, Feffer says, is the hardest part because you have to craft it to get the type of response you want and avoid negative complaints.

DATABASE

When considering untapped markets for prospecting, which stand out?

The key is not treating this group as a single cluster, but instead segmenting the population to better
match offers to their needs, according to Denise Hopkins, VP marketing and product development for Experian Marketing Information Services.

She suggests that the underbanked population has entered into the spotlight as a strong source for prospecting. “This is where additional data becomes important,” she says. “This population represents 77 million consumers and is one of the fastest-growing demographics, spending $10.9 billion on non-traditional financial transactions, such as check cashing and payday loans, and $13 billion per year in non-bank transactions.” Hopkins adds that looking beyond your typical customer base at emerging groups can expand your prospect list with consumers who are receptive to offers and have the purchasing power to increase your ROI.

DIRECT MAIL

How can direct marketers more effectively make use of postcards?

With advances in digital color printing, many marketers are taking a fresh look at postcards, replies Shelley Sweeney, VP of Xerox Corporation's Direct Mail and Data Processing Service Bureau Segment. She says, “The image quality from digital color rivals offset print. More importantly, digital allows for full personalization of postcard content — making images and text more relevant. Personalized postcards now play a central role in many direct marketing communications programs, including service reminders, customer acquisition and relationship management, and cross-media communications.”

Postcards are also suited to the customizable templates increasingly used in Web-to-print ordering systems, and marketers can now print on a range of stocks. According to Sweeney, “Full-color personalized postcards can help marketers boost sales, improve response rates and build customer relationships as part of a marketing communications program.”

Welcome to Omnichannel Week, a week at DMN where we examine the state of omnichannel marketing.

See all of the pieces here.

close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

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

Relive the 2017 Marketing Hall of Femme

Click the image above