By Richard H. Levey, Contributing Writer Find a new channel for interacting with consumers, and marketers will find a new way to measure the results.
Data Driven Marketing
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.
Bluecore, a customer experience platform focused on behavioral and product data, has launched a new email application on Oracle Marketing AppCloud. The app is designed to help marketers leverage customer behavior and product catalog data to provide data-driven, triggered and personalized emails using the Oracle Marketing Cloud.
Digital partner marketing platform Performance Horizon announced an integration with LiveRamp, a data connectivity and onboarding solution that unifies online and offline customer data. The partnership is designed to help companies understand how digital marketing partners (such as aggregators, affiliates, content partners, comparison shopping engines, mobile apps and social media) drive offline sales.
Lewis, a marketing, public relations and digital services agency, launched Observa, an analytics solution that the company says will help marketers analyze and optimize marketing campaigns for their paid, earned, social and owned channels.
PebblePost, a programmatic direct mail solution provider, launched its real-time analytics platform designed to provide users with insight into how their direct mail marketing campaigns are impacting prospects’ purchase decisions.