August 8, 2009
I had the distinct priveledge of participating in the hosting of a truly engaging event in New York this week. The objective was to provide professional value to attendees through the delivery of provocative presentations by recognized thought leaders in the marketing space, quality networking and let’s not forget the cocktails!
Dave Frankland from Forrester Research and Tim Suther were the featured speakers. The topic – the value of customer insight in the search for improvements to the performance of marketing investment.
Dave started out the evening by featuring compelling research on the struggle of the relationship between marketers and consumers:
- In a competitive world many marketers have decided to turn up the “volume” of marketing messages because they sense a reduction in performance – causing a sever problem, driving approximately 50% of consumers to “strongly agree” that they get too many messages.
- Why is it that consumers feel so strongly about the “volume”? It’s because they also believe that they’re recieving irrelevant garbage – 50% to 75% of consumers believe the messages they receive are irrelevant. As a result, a vast majority of consumers have signed up to the do not call registry and have installed spam and popup blocking software. A large portion are even viewing TV timeshifted so they can fast forward through commercials – I do this myself, saves as much as 20 minutes in a 60 minute show and I can watch a NFL football game in about 45 minutes without missing a thing!
Tim followed up by making the following points:
Identify customer value
Find/recognize & engage accordingly
Measure acquired value
Take the Easy Money
Learn more about the Acxiom Global Marketing Performance Series.
To read what attendees had to say about the event, I’d encourage you to view some of these articles:
Leave a Comment » | Differentiated Value of a Customer, Events, Multi-channel marketing, Strategy | Tagged: consumer centric marketing, consumer engagement strategies, direct marketing, integrated marketing | Permalink
Posted by Mark Ogne
June 24, 2009
During the opening keynote at DMDays John Greco, president of The DMA, announced a new committee designed to help mentor his organization into a transformative era, bridging their legacy as a primary thought leader in direct mail into the new digital and multichannel world – iDirect.
Fundamentally, this is an incredibly interesting issue and worthy of commentary. What role does the industry establishment play in the current and future evolution of marketing?
The first dimension that comes to mind for me is the communication between online and offline constituents within a company. In this case The DMA has a superior chain of relationships with large brands, and their ability to influence direction is substantial. Time will tell how this will shake out.
My greatest impression is that the marketing world is neither digital nor direct… it’s both. The beauty of digital media channels is that they typically possess a deep level of addressability… a quicker, more accurate form of the same measurement that underlies traditional direct marketing principles.
Noted by industry icon, Stan Rapp, “iDirect Marketing is the new Direct Marketing empowered by interactive insights and multi-channel involvement brought to life with new digital technologies. It is a fresh approach to marketing directly, driven by a remarkable degree of innovation and information shared via the infinite internet and other digital media. It’s what’s missing today when you simply say “Direct Marketing” or “Interactive Marketing.”
Leave a Comment » | Events, Multi-channel marketing, Strategy | Tagged: digital marketing, direct marketing, DMA | Permalink
Posted by Mark Ogne