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 value and likely future 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
Targeting Workbench
and
E-campaigner
are two well priced solutions that can be
combined and tailored to meet your specific marketing
communication needs.
