While the majority of people realize that you need to stand out from the “noise” in advertising in order to attract consumers, many don’t know how to go about doing it. I stumbled upon this article, which talks in depth about how businesses are changing their ways in order to use variable data in marketing campaigns. Here are some key points:
- The best variable campaigns are created using messages, offers and imagery directly related to the consumer so they know their needs/wants are understood
- The base for any good variable campaign is GOOD DATA and knowing what to do with it – there is not a lack of good data out there, it’s just a matter of gathering it and using it to your advantage
- Successful one-to-one campaigns require cooperation between multiple departments, who all touch these projects and are all working towards a common goal
- Despite the sophisticated software, one-to-one marketing is still largely untapped in the US – why? Though the technology is there, marketers still must harness it
- Personalization vs. invasion of privacy: there’s a fine line that you don’t want to cross – scrutinize the data you have and be careful how you use it
Basically, there are NOT many companies in the U.S. that use this technology with regards to how many could actually benefit from it. Many print companies are beginning to showcase themselves as more of a marketing services provider and hiring more people with marketing backgrounds, as they need to be able to provide information relating to marketing campaigns. Personalization is incredibly powerful when used correctly, and can repeatedly force your company into providing a competitive edge among a sea of similar techniques.
Very interesting…
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posted by Erica on December 16th, 2009
Posted in Admission | No Comments » |