Advertisers today—whether B2C or direct-to-consumer (D2C)—must build a robust connection directly with prospects by developing a comprehensive, integrated branding and media approach.
Our world of direct response has changed; it's no longer just about generating an immediate response from consumers.
Omnichannel changes everything, doesn't it? Historically, direct response strategies have occupied an interesting, but small niche. Not so any longer.
Ultimately, aligning marketing strategy to short- and long-term ROI targets requires a fundamental shift in mind-set.
Three words: Align to sales. It's the only way to achieve short- and long-term ROI goals.
The mass of data customers leave behind is of little value unless you unlock that insight and deliver back what is personally compelling to your buyer.
The delicate balance between short- and long-term ROI is a constant battle, often fought across marketing disciplines.
If you're a segmentation purist (and I am), you view segmentation as a strategic tool meant for managing a customer portfolio.
The potential ways to use Big Data for customer segmentation are only limited by the imagination of the direct marketer.
Today an individual is more than just a user or buyer of products and services. Empowered by their personal devices, people engage with brands in multiple roles.
Big Data is like the population in some emerging countries. There is a lot of it (volume). It's incredibly diverse (variety). And it's growing at an extremely rapid rate (velocity).
Big Data is just data. In our experience, however, it does require a new way of thinking because of the possibilities it offers to marketers.
It is understandable for marketers to feel a little underwhelmed by the Big Data revolution.
Leveraging the power of Big Data analytics—through the integration of all data elements—is a new approach and a must for the faster decision making required today.
There's a difference between capturing a customer's wallet and capturing his heart.
I'm on the side of behavioral loyalty as a more concrete bet when deciding on where to focus.
Most businesses will take any kind of loyalty they can get, but the truth is that all loyalty is not created equal.
Company of the week
R2C creates, produces, distributes and measures messages that inspire and compel consumers to do something with a brand to drive commercial advantage. The full-service advertising agency specializes in creative, production, media, analytics and performance.
What's in our mailbox this month: fitness postcards from Retro Fitness, American Woman Fitness Centers, Union's United Taekwondo Academy, and Bally Total Fitness. (We're totally pumped.)
Social data can improve a brand's bottom line and customer relationships. Just ask brands Infiniti and Diamond Nexus.
Here are three must-have data sets that every marketer should include in his or her email strategy.