DM p37 US Direct Dec08.qxp 02/12/2008 10:51 Page 37
US Direct
IRM is the
new nirvana
New research from the CMO Council reveals
companies are failing to realise customer
revenue potential with Individualised
Relationship Marketing the key to unlocking it.
T
he shift to ‘individualised director of the CMO Council. ities (30%) to better engage.
relationship marketing’ “By combining new technologi- UIrecordBetter news for direct marketing
(IRM) and increased focus cal delivery mechanisms with solution providers: Marketers
on traditional database marketing good old-fashioned marketing also indicate continued invest-
values of better segmentation, pro- savvy, companies can better sus- ment in personalising multi-
filing and targeting strategies are tain current business relationships channel communications (30%)
among the key preliminary find- while exploring new routes to rev- and individualizing print, email,
USDIRECT
ings from the Chief Marketing enue.” text messaging, call center or
Officer (CMO) Council’s new Among the key findings: web interactions (26%).
thought leadership initiative, UIrecordMaximum revenue is still out of
“Precision Promotion: Timely, reach: Over 76% of marketers Sandra Zoratti, vice president of
Targeted and Trackable”. felt that they were not realising global marketing solutions for
Using more personalised, rele- the full revenue potential of joint survey sponsor InfoPrint
vant and precise customer com- their current customers. says: “Solutions like TransPromo
munication is a key strategy mar- UIrecordStrategy is getting personal: and multi-channel personalised
keters intend to leverage to Messaging that is more person- communications can cut through
Solutions like
achieve greater revenue and prof- alised, relevant and precise is the clutter of today’s irrelevant
TransPromo and
itability from existing customers. the top strategy marketers will direct mail with targeted content
multi-channel
The research is part of a multi- deploy ROI according to 60% of that sends the right customer the
faceted program aimed at explor- the respondents. Marketers will right message at the right time.”
personalised
ing strategies and techniques for also look to find new ways to At Bertlesmann Direct North
communications
customer revenue optimisation, up- or cross-sell current America, operators of direct-to-
can cut through
including integrating transactional accounts (45%), address under- consumer media company
the clutter of
print and electronic communica- penetrated markets or new cus- Columbia House, personalisation
today’s
tions with personalised promo- tomer segments (41%) and will and direct communications and
tional marketing offers. use more efficient channels or promotions to customers is key to
irrelevant direct
To date, more than 600 sales alternative media (32%). success.
mail.
and marketing professionals have UIrecordBribery won’t lead to loyalty: As “I feel that wherever we’ve been
completed the survey that focuses marketers look for new routes to able to personalize a message
on the challenges, solutions and customer loyalty, providing new we’ve always done better than just
new strategies for realising greater inducements and incentives to a mass approach, always,” said
bottom line growth through deep- do business will probably not Patrick Adams, SVP of Interactive
er, more targeted communications factor into the strategic Customer Marketing. “Whether
with customers. roadmap (9%). that be a reply card that gets
“Top-line growth mandates, UIrecordGood news for database market- inserted into a bi monthly mailing
inflationary pressures and a more ing solution providers: or it’s an email that says ‘Hi
constrained economic environ- Marketers will be introducing Patrick’ verses ‘Hi Customer’ or ‘Hi
ment are challenging marketers to better segmentation, profiling Member’ or nothing.
explore every possible area of cus- and targeting strategies (60%), “Even with something as little
tomer revenue optimisation and adding or improving database and seemingly insignificant as
marketing efficiency,” said marketing systems (49%) and that, we always see an increase in
Donovan Neale-May, executive acquiring new analytics capabil- response and in engagement.”
n
www.dmarket.co.uk Database Marketing December 2008 37
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