In the column, "The Relevance Imperative," I examined the need for marketers to embrace relevance and targeting to improve their top and bottom line, not to mention the customer experience. However, my firm' s recent surveys continue to indicate that while marketers aspire to become more relevant, this notion in practice continues to elude the majority of marketers. An executive marketing survey conducted by my firm reveals:
So there you have it. By the numbers, marketers are challenged. Yet, they still have a deep desire to improve the customer experience and results through the notion of becoming more relevant. It is daunting to figure out where to begin to optimize your program, so here are a few ideas to jump-start your marketing optimization journey:
In future columns I will dive deeper into different segmentation tactics, but for now begin to embrace these best practices and start your journey of marketing optimization.
Until next time, keep on mailing.
David is off today. This column was originally published on August 1, 2011 on ClickZ.
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For more than 20 years, David has been an industry proponent. Direct Magazine said David is "one of the most influential experts in email marketing, if not the most influential." Co-author of "Email Marketing An Hour A Day," David has held senior level positions at Forrester and JupiterResearch, Apple, Anthropologie, MacWarehouse, Proteam, and retailers that dotted the early days of CompuServe. David advises many industry organizations including the OTA, DMA, eec, and has been a contributor to the Weekend Today Show on NBC. Learn more about connected marketing and download free research with registration here. Follow David on Twitter @emaildaniels and learn more at www.relevancygroup.com.
March 19, 2014