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MULTICHANNEL MERCHANT » MARKETING
Marketing programs must be relevant, timely, and built upon a credible foundation of meaningful information
In the third installment of this four-part series on building custom prospect databases, we’ll discuss how customized consumer prospect database systems require changes in how we leverage and apply technology to the process of customer acquisition. Specifically, we’ll explore where prospect databases are hosted and maintained, how data consolidations work if the house file is integrated in the prospecting solution, and how and by whom the “rental” data are accessed.
Nobody debates that the Internet allows for the most cost-efficient, personalized, and effective communication with consumers. Online communication can support brand building and generate sales, individually and simultaneously. Perhaps equally important, the Internet allows for communication and sales tactics to be quickly, easily, and accurately measured and optimized.
The complaint is a common one among companies that depend on direct mail and direct response marketing: “I’m sick of spending a fortune to send out thousands of full-color catalogs and mail pieces only to get a measly 1% response rate. How can I cut costs and find a more practical way to get my target market to respond to my direct mail and catalogs?”
Al Gadbut believes you probably have no idea the volume of sales your outbound e-mail drives. And the CEO of e-mail database marketing services provider AcquireWeb claims that the more complex your product or service
Sudoku starts very much like marketing analysis: We have some but by no means all the data to solve the problem
Donnelley Group president Ed Mallin was unable to attend a panel discussion at last week’s List Vision conference in New York, but that didn
Most companies cannot mail their entire database during the holiday season. The following are six tools and techniques to leverage this valuable resource to it fullest potential and identify as many responsive and profitable names as possible.
There may be as many as 15 or 20 individuals at a company who influence a business-to-business sale. For that reason, the b-to-b marketer must include in his customer and prospect database a rich matrix of influencers.
The comparing number of 12-month new-to-file buyers now against a year ago tells if you are continuing to acquire new buyers economically or if any revenue growth you may be experiencing is resulting exclusively from your preexisting customers.
by Tim Parry
Posted 13 hours ago
by Ian Goldman
Posted 2 days ago
Posted 2 days ago