Do you offer retail products and haven’t yet incorporated QR Codes into your business model? If you’re still looking for motivation to get on board, this might be it. According to a new study of mobile shoppers, while shopping in the store, the majority (58%) prefer to look up information on their smartphone or tablet…
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Customer loyalty is an important topic among marketers these days. You work hard to gain your customers. Now you need to keep them. Here are five principles of customer loyalty you need to know. 1. Know your customers. This means tying together all the data you have on your customers to get one holistic perspective.…
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We are bombarded with electronic media. Cellphones. iPads. Kindles. Nooks. Facebook. Video streaming. Where does print fit? Right square in the middle. To be effective, marketing needs to be multi-channel. From a consumer perspective, there isn’t print and online media. There is just marketing. As succinctly stated by Lazar Dzamic of Kitcatt Nohr Digitas, a…
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With consumers squarely in charge of product research long before they ever contact your company, content marketing is more important than ever. One of the most important forms of content marketing is the customer newsletter—and more and more are moving to personalized editorial. What happens to results if you switch from a general-education newsletter to…
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One of the best uses of your marketing dollars is to protect your existing customer base. You’ve worked hard to earn their loyalty. Now you want to keep it. Consider the benefits of utilizing customer surveys. Let’s look at an example: A regional grocery store chain was experiencing increased competition from a large national chain…
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When you think about evaluating the success of a 1:1 printing campaign, how long a window do you use to determine the dollars it generated? Do you cut it off after a week? A month? Several months? What about the lifetime of the customer? Lifetime customer value (LCV) is an overlooked metric that needs to…
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Want to boost response rates? Think “multi-touch, multi-channel.” These campaigns increase awareness and retention and boost response rates, too. When one manufacturer wanted to introduce a new product, for example, it created a snazzy, four-color mailer addressing recipients by name and encouraging them to log into a personalized URL to sign up for a sweepstakes…
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Did you know that you could spend less on a direct mail campaign and actually see better results? It’s true. It’s not about marketing less. It’s about marketing smarter. Let’s take a look at a real campaign produced for a travel company. Let’s call it BPI Travel Company. In the past, BPI Travel Co mailed…
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Did you know that one of your deepest wells for bigger profits is your lapsed customer base? These are customers who have done business with you in the past, but for some reason have not come back. This isn’t always due to discontent with your company. Sometimes it’s forgetfulness. Sometimes people simply want to try…
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How do you plan your print and multi-channel marketing campaigns? Do you trust your intuition? Or do you rely on data to inform your decisions about the most effective way to approach your customers and prospects? According to a study written by The Economist Intelligence Unit and sponsored by Applied Predictive Technologies (“Decisive Action: How…
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