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.
By Jeffrey Finch, Choozle Every action people take online creates valuable data. Each website interaction, purchase, survey question answered and online engagement helps marketers learn more about their target audience and customer. This collection of data enables marketers to create customized online experiences that can influence their customer’s behavior.
By Phil Gross, Visual IQ The volume of anonymous, user-level data available to advertisers today brings tremendous opportunity, but in order for it to be most effective, it must be harnessed correctly. Pixels and third-party cookies have long been the mechanisms by which advertisers collect data about a user’s online browsing behavior and the media touchpoints to which they are exposed. These pixels are served to a user’s web browser, and metadata such as the site visited is collected and connected to a unified cookie ID in a server log. But these logs don’t collect much information beyond the websites a user visited and the ads they clicked. They are also not effective when it comes to tracking that same user across different devices or capturing online to offline conversions.
There is an abundance of data at marketers’ disposal to enhance campaign messaging and personalize marketing initiatives in a relevant and resonant manner. Weather analytics, in particular, bring a variety of options for data-driven marketers looking to spice up their messaging with up-to-the-minute information about weather patterns that will resonate.
By Jessica Hawthorne-Castro, Hawthorne Direct The impact of Big Data on business practices such as marketing are profound, and will continue to be more impactful as the insights derived from Big Data become more targeted and refined. Defined by Gartner as “high-volume, high-velocity, and high-variety information assets that demand cost-effective, innovative forms of information processing for enhanced insight and decision making,” Big Data is pushing marketers to consider the correlations between marketing campaigns and bottom-line results. The marketers that are most adept at leveraging Big Data insights into their campaigns are the most successful at achieving high ROI and more efficient processes. Advancing their company’s brand and its capabilities is accomplished by sophisticated marketers that know how to use data to acquire and service various customer bases.
By Mike Iaccarino, Infogroup Marketers and sales reps face continuous pressure to break sales records — a daunting task in the continuously evolving digital age. To see year-over-year improvement, companies must ramp up their marketing campaigns in an attempt to reach the right audiences with greater precision. With the right approach to these campaigns, organizations have an opportunity to drive significant revenue.