Friday, October 18, 2013

Consumers Willing to Give Up Data for Benefits

Retail. Banking. Healthcare. Who do we trust more with our personal data? It all depends on who can give us more benefits.

These are the conclusions of a survey of 5,000 digital consumers in five countries conducted by Infosys. The survey found that, of all global consumers, U.S. consumers are the most comfortable sharing their personal information.

For example:

·        89% of U.S. consumers are willing to share personal information while making a purchase online.

·        83% are willing to share personal information when interacting with their bank online.

·        77% are willing to share personal information when interacting with their regular doctor’s office online.

As more and more companies integrate online and offline (print) data, this willingness to share personal data, regardless of channel, is a huge benefit. This positively impacts every aspect of companies’ multi-channel marketing efforts.

But if you’re selling “across the pond,” don’t look for quite the same openness. British consumers are less willing to share their personal information (especially with their doctors), and if you’re marketing into France, they are even less so. Only 75% of French consumers are willing to share personal information with online retailers, dropping to 62% for banks and 60% with doctors.

But still, even for these more skeptical consumers, these numbers are pretty darn good. Consequently, even these data are good news for marketers. Consumers are simply more and more willing to give up data if they get something in return.

Source: Engaging with Digital Consumers (Infosys, 2013)
Jeff Lampert
Director of Marketing & Business Development
Success in business requires training and discipline and hard work. But if you’re not frightened by these things, the opportunities are just as great today as they ever were. – David Rockefeller

Friday, October 4, 2013

Learning the Basics of Great Campaigns

1:1 printing. Personalized URLs. Multi-channel marketing. Today’s marketing strategy is a lot to absorb. Not surprisingly, when clients are transitioning from traditional marketing to personalized, on-demand, or multi-channel strategies, one of the questions we most often get is, "How do I learn all this? How do I get started?”

First, we can help you. That’s part of our job. But if you want to delve into the learning process on your own, there are some simple steps you can take. Start by remembering that any campaign is made up of multiple elements. These elements include (but are not limited to) . . .

·        Business objective

·        List (in-house or purchased, level of demographic refinement)

·        Additional targeting (segmentation, personalization)

·        Marketing offer

·        Creative (graphics and copy)

·        Programming (if necessary)

·        Integration with other marketing channels (email, social, mobile, web, out of home)

·        Results tracking

With these elements in mind, every time you attend a trade show event, read a case study, attend a webinar, or peruse a blog post or magazine article with customer stories, do a quick mental rundown on this list. Pick out each of the elements, identify how each was handled in the campaign (whether well or poorly), and notate how the details of the implementation likely impacted the results.

Go through each case study or customer story strategically and methodically, filling out the mental checklist on each one. Think of it as a self-paced course. Even after the first dozen or so, you will start to see patterns come together and have those “Ah, ha!” moments. You will start to see how the elements synergize, where certain elements are missing, or where poorly implemented (or under-implemented) elements caused the campaign to stumble.

Try it. You might be surprised how quickly this simple exercise can pay off in spades.
Jeff Lampert
Director of Marketing and Business Development

The competitor to be feared is one who never bothers about you at all, but goes on making his own business better all the time.
Henry Ford