How Personas Create a Customer-Centric Direct Marketing Approach

by | Aug 3, 2016 | Buyer Insights, Data Driven Marketing, Featured Article, Industry Insider

By Art Hall, Quad/Graphics Gone are the days of one-size-fits-all approaches to direct marketing. Industry research shows that traditional direct marketing response rates have plummeted from a historical 2% to less than 0.6% for many of today’s mailings. Even email marketing, which originally exploded in volume, is now experiencing a significant decline in effectiveness.

Study: More Than Half Of Marketers Looking To Gain Better Understanding Of Customers

  Digital marketing requires relevancy and resonance to help lead customers through a buying decision. This requires deep insight and data into a target audience to understand their needs and serve up content that is valuable to them. Recent research from Experian Marketing Services highlights this need, noting that over half (52%) of marketers state their priority for the year is to enhance their knowledge of their customers’ wants and needs.

Pitney Bowes Introduces Software Designed To Enhance Customer Intelligence

Commerce and BI solutions provider Pitney Bowes has launched Single Customer View, a new software solution designed to help organizations augment customer intelligence. The solution leverages Pitney Bowes’ Spectrum v11, which positions users with customer analytics and data management capabilities to provide meaningful insight about their customers in a timely fashion.

Unlocking Customer Insight From Unstructured Data

By Andrew Davies, idio Many businesses are working hard to become customer-centric by implementing programs dedicated to collecting and responding to customer interactions and feedback. Businesses that do this well are not only more likely to improve the loyalty of their customers, but to reap significant financial benefits. Aberdeen Group’s report, Voice Of The Customer: Big Data As A Strategic Advantage, noted that businesses with a robust customer-centric initiative in place expect to increase annual revenue by 10.9%. The strength of such programs relies on the customer information recorded and held in the customer database. The CRM software revolution has meant that previously disparate customer data — their contact details, firmographic data and product purchase history — are now (hopefully) structured: neatly captured and standardized in rows of the customer database. This has had a profound effect in sales, marketing and service environments where reps have been able to leverage this information to engage with customers in increasingly relevant ways. Yet despite this progress, the majority of customer insight continues to lie outside of customer relationship management tools in the form of unstructured data. Examples of unstructured data include your emails, customer feedback reports, call center logs, ordering information, surveys, social media, and blog posts — and importantly, how people engage with each of these. It is vital information that can yield detailed insight about their digital body language — interests and intent — yet it lies outside of the CRM. It’s not an issue that has escaped Marc Benioff, CEO of Salesforce. Last year at