The growth in mobile is staggering. There are now more smartphones sold than laptops and PCs combined. And these mobile devices are used for email, search and social interaction. But how well prepared is business?
Big Business, in spite of their big budgets, seldom do online well. With an emphasis on campaigns and branding, they forget the essentials of being found online or have a specific inbound lead generation strategy in place.
An independent investigation into the NZ Yellow Pages New Online Services
Yellow Pages new CEO, Scott Pomeroy has a grim task ahead. Transforming Yellow into a true online marketing services provider. One of his first stated goals is to work closer with Google and they recently signed up to become a Google AdWords Reseller. Earlier Yellow CEOs talked about working with Google too. Here’s an article dating back to 2009 which just resulted in Yellow using Google maps technology.
In the interests of killing off more sacred cows, today we question the need for tradition field salespeople (not those pesky telemarketers), in our fast-paced, internet world. Don’t get me wrong, I’ve a lot of respect for several salespeople I’ve met and simply can’t do what they do. I tried various sales roles a few times in my long lifetime, and really, I was no good at it. (Us engineers are simply too analytical and prone to only tell the truth, the whole truth and nothing but the truth. It’s a curse…)
This came out of some debate on a linkedin forum recently. There was a comment from Mike Hihn, an industry veteran who does online marketing for business.
“As for what I call owner-build websites, I have marketing/sales/SEO packages which include no design at all – other than helping them determine how many landing pages to have, and their best keywords, BEFORE designing the site. And analysing what the competition is doing, which very few pure designers even ask about (so I’m told)… The two most important factors in a website are content and links, neither of which has anything at all to do with graphic design. …..anyone focused on the bottom line should build their own [content-managed] site, then hire somebody to help them with the marketing and search aspects…”
Here’s a story from Marketer David Frey in the US. The lessons are clear.
Not long ago I made a trip over to the local Radio Shack to purchase an electronic plug for my cassette recorder. As I paid for my item the retail clerk asked me for my name, address, cellphone number, birth date, and even my email address (something every retailer should be asking for today!).
Marketing people like to be creative. Some will not openly admit that they loathe data because it’s just not fun to look at spreadsheets, graphs, and charts compared to designing something.
That doesn’t mean a birthday card should be sent to every customer because data shows that below-average customers know the sentiment is hollow
For example, there’s nothing easier than sending a birthday card to your best customers. That doesn’t mean a birthday card should be sent to every customer because data shows that below-average customers know the sentiment is hollow; they know they don’t shop enough to warrant a birthday card. In addition, below-average customers spend too little anyway and the result is a negative ROI.
But when you send a creative, relevant, personalized birthday card with a gift that has no catch to a good customer, it pays dividends in relationship building that goes beyond that day’s transaction.
Data from a major retailer in the US showed that their best customers (i.e. top 30%), when they redeemed their birthday gifts, spent even more. They purchased things they normally wouldn’t as a treat for themselves and they bought more than usual in gratitude. They walked the store, discovered new merchandise and ‘connected’ more.
UK supermarket giant Sainsburys talked to each of its 4.5 million ‘Nector Card’ customers with an image personalized postcard mailer right on their birthday. Printed digitally with a volume of about 400,000 pieces each month.
Most businesses lose between 15 and 20 percent of their customers every year.
Most businesses lose between 15 and 20 percent of their customers each year. Retailers lose even higher percentages. From those loyal customers who remain, however, the profits can be significant. The acquisition costs of new customers, particularly for a small retail store, can be very high. Who pays these high costs? It is not the casual transaction buyers – here today, and gone tomorrow. They rarely pay for even the cost of their own acquisition.
There are a number of technological aspects that will develop over the next few years, some of which are behind-the-scenes technologies that consumers aren’t aware of, and some of which will directly affect and interface with the consumer. Because new technology is usually an enabling factor for commerce and innovation, any new technologies that come along must be examined from every angle: in essence, marketers need to look at each technology to find the problems that each new technology can solve.
Seeing your own name included in direct mail piece is commonplace (and been possible since 1972 when the first digital printer was connected to an IBM mainframe). Software simply extracts your name from a database and places it on the digitally printed document. We see it weekly in our bills, statements and company letters.