Our Technology Solutions provide administrative efficiencies for Marketers
Filed under: General Marketing, Marketing Technology Solutions
I was working with a client this week who was looking to implement a new Customer Loyalty program. Our role in the opportunity was to create a new technology portal to manage their customer loyalty activities via the web. This year’s program was going to increase in size … forcing the client to look at more efficient ways to manage the activities.
Our MarketSmart Technology Suite was able to provide this client with advantages in two distinct areas:
First, our technology platform was able to provide clients with a start up advantage. Our “object-oriented” approach leverages pre-built modules of functionality. While we completely customize the application around the unique business processes, our development approach allows us to build solutions for a fraction of the cost, in a fraction of the time of a traditional new build, and with more advanced features right out of the gate.
While startup advantages are critical, the real eye-opener for many clients is the ongoing administrative advantages of today’s technology solutions. Through the typical lifecycle of marketing programs, ongoing efficiencies will pay even greater dividend for clients:
- Clients can now have direct access to real-time reports right from their desktop — versus having to make a call, connecting with a coordinator and having a report run. This takes time and the client will likely be charged for the processing.
- Questions and issues can be quickly resolved via administrative access to the system
- Communications can be structured to clients or participants via email versus traditional print and mail communications
- Updates and alerts can be built into the application to notify you when key issues develop
- Customer Fulfillment activity can be electronically managed … saving you hours of administrative logistics (and expense)
While we will see if we win this business, this is another perfect client situation where we can really change the business model for the marketing organization. Through advanced, data-driven technology, we can reinvent administrative processes … allowing our customers to become more efficient, more productive, and more cost-competitive for their clients. And similar repeat business will become even more profitable.
Today’s marketing technology solutions directly translate into lower costs and higher customer satisfaction. If you are still working in an outdated legacy system environment, you may have an uphill battle long-term. And you are likely battling with competitors who have already made the transition.
Rethinking the Mature Market
Filed under: Direct Marketing, Email Marketing, General Marketing, Search Engine Marketing
I was reading an interesting study yesterday from Pew Research. The title of it was “Generations Online in 2009″. The interesting note that I picked-up from the study was the growth in Internet usage in the mature segment of the population:
The biggest increase in Internet use since 2005 can be seen in the 70-75 year-old age group. While just over one-fourth (26%) of 70-75 year olds were online in 2005, 45% of that age group is currently online.
While admittedly, this percentage isn’t as great as the 18-24 year olds (at 89% Internet usage), this does represent a major shift in our thinking as marketers. No longer can we look at the older generation as ones that cannot be reached through online channels. Experts told us we had to market through traditional media (with large type fonts, I might add) to reach the generation.
Today, 60% of those age 60-69 use the Internet, and for those age 70-75, over 45%. Also, note what they like to do online. Top activities include:
- 79% use email
- 70% use search engines
- 67% research health information
- 65% make travel arrangements
- And 60% use the Internet to research products
The overall study was very insightful and I would encourage you to take a look at the details. You might also find it noteworthy that email has lost some ground among teens … with the rise of instant messaging and social networking (I sure could have told you that from the habits of my household). Here is the link to the full study: http://pewresearch.org/pubs/1093/generations-online.
Clearly, our mature market online habits are changing … and the marketing stereotypes and approaches will need to change as well.
Volume down as prices go up for USPS. What does it mean for Marketers?
Filed under: Direct Marketing, Email Marketing, General Marketing
May 11th is the date targeted for postage rates to go up across the board. The average rate increase is about 3.8% and does vary by segment. Of course, the behind the scenes story contributing to the increase is the decline in recent mail volume … with a 9.5 billion piece decline in mail for 2008. According to the USPS, “Declining mail volume was a symptom of the worsening national economy, particularly related to the financial and housing industries and to trends toward the use of electronic mail.”
While I am sure the economic climate is an element here (isn’t it the blame for everything these days?), I think the “trends toward the use of electronic mail” are an even greater longer-term issue for the USPS. And as they are forced to raise prices, it will not make matters any better.
Clearly, companies are having to look at every dollar these days. Utilizing the most customer-effective and cost-effective communications is certainly an area that nearly all companies are reviewing. And as most things go, technology continues to bring new solutions to the table that enable the small- to mid-sized companies to do what only the larger companies could do in years past.
What do you look for if you are one of those companies evaluating your customer communications?
- Likely you will want a partner to help navigate the increasing complex data management issues that come with multi-channel marketing integration
- The organization should also have deep expertise across traditional and digital channels (both technical and strategic)
We see the continuation of these trends (lower mail volumes, stronger use of electronic communcations) for the forseeable future. And yes, a continuation of the increases from USPS.
