Using direct
marketing to maximise customer loyalty and value
With the Internet 'search'
being the tool of choice when seeking a supplier - and often only a
minimum chance of your company being found - you need to continue to get
your company as highly ranked in search engines as possible.
But you cannot rely on
this alone.
Implement what we term a
Criteria
Strategy
At Technologies4Targeting we have developed
a 1-2-1 marketing communication approach that will strengthen your customer
acquisition, growth, retention and reactivation process. Driven by your
data, CRITERIA
translates
as follows:
Continuous - the communication
process should be planned, on-going (not adhoc) and constantly refined
to take account of behaviour change
Relevant - message themes and
offers should match the profiles of your audience, attract attention and
reflect the situation each person may be in
Informative - content should be
of interest, newsworthy and give examples of how particular problems can
be solved with your products and services. Importantly, content
should be varied to suit each individual
Timely - communications should be
delivered at the right frequency and ideally at the right time.
Analysing your responses will help define this
Experience - reflect the process
of working with your company to be a pleasant and rewarding experience,
and start with an effective and straightforward response mechanism
Right image - always leave the
prospect with a positive image of your company thus creating strong
brand awareness
Instigate action - always drive
the prospect into taking an action that will over time be beneficial to
both parties
Alert - ensure that any
activities resulting from your communications are brought to your
attention, recorded and then acted upon without delay. Use the
intelligence to refine your communication planning process
To implement this, you need to:
Identify your target
audience - understand customer worth, prospect profiles, interests and
behaviour, then create highly-defined niche segments
Develop the right offers, messaging
and personalisation for each segment and each individual on a 1-2-1
basis
Manage, execute
and analyse direct mail, email campaigns in such a way as to get the maximum value from your
marketing spend. Use data-driven web microsites to reinforce your offer
and capture more data
Fortunately - even if you
don't have the time or resources of the right kind - we offer
an effective, affordable and low-risk way to implement the above
using analytics and digitally personalised 1-2-1 communications
AIM Marketeer and
E-campaigner are two well priced
solutions that can be combined and tailored to meet your specific
marketing communication needs.
