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The Evolution of Marketing Automation Solutions
2007-11-01 18:25:00
As a lifelong student of marketing, it is interesting to see the evolution of marketing over time. Whenever I pull out my old marketing textbooks, I don't see anything about the new direct marketing channels -- blogs, podcasts, mobile marketing, etc. And, it isn't just because I'm old and have been out of college for a while -- it's because nobody really understood in the mid-90s the full impact of what technology (the internet, telecommunications) would bring to business. Obviously, there were those who were more on target than others, but nobody expected this outcome -- i.e., that marketing needs to be consumer-driven. This will only increase as more consumers adopt the new marketing channels -- and they are doing it in increasing numbers every day.What is interesting about all of this is that companies are now looking even more closely at direct marketing budgets. As reported by TMCnet in an article by Jon Miller of Marketo.com, "Traditional marketing expenses are loosel...
More About: Marketing , Evolution , Solutions , Automation

Orchestrating Your E-Mail Marketing Campaigns
2007-10-31 18:47:00
Just as with other channels of direct marketing, e-mail marketing needs to be orchestrated across all divisions of your company. Said differently, whatever message that you are sending to your valuable customers needs to be consistent no matter who in your company is sending it. Further, if you aren't sending consistent messages to your customers and prospects, you are only creating confusion -- not loyalty or converted sales.Recently, Jupiter Research and Strong Mail have conducted a study amongst executives that looked at how centralized e-mail marketing campaigns occurred within their companies. The results weren't that astounding -- simply because we've seen this time and again with many companies. As the study found, most e-mail and other direct marketing efforts were not centralized within one division of a company, and in fact, most of the time, many different divisions were responsible for sending out multiple messages to customers (sound familiar?). In fact, in the ...
More About: Marketing , E-Mail , Campaigns

The Price is Right!
2007-10-30 21:23:00
Following on the heels of a recent Radiohead promotion where they marketed and sold their new album directly to consumers, AND (this is the key thing here) let the fans pay whatever they wanted for the music, is this article from DM News:"Paste magazine kicked off a new subscription offer this week, allowing consumers to name their own price for a one-year subscription to the music and entertainment glossy."I loved the concept for Radiohead. But, I'm not sure it will work for a printed magazine. In the case of music downloads there are no significant fixed production costs. Some initial software/website development costs were incurred, of course, but Radiohead didn't have to spit out and ship something to the fans who ordered the new album. If I'm reading the article correctly, Paste magazine will be shipping out 11 glossy magazines plus a CD, and subscribers can receive all this for a price-point as low as $1. Significant costs...No ensured revenues. Of course, if Paste is as...
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Direct Marketing and the Impact of the Economy
2007-10-29 15:54:00
If you've been reading our blog for long, you know that we've written much about how this "new" economy is impacting direct marketers. Obviously, the economy effects all of business -- and in times of economic downturn, we seem to discuss it's impact much more than when things are more rosy.Today, there is more evidence that the slowing economy has really taken a toll on us -- particularly in the area of financial services, and more specifically, mortgage and student lending. The fact that there are increasing amounts of people that are losing their homes to foreclosure due to financing with subprime mortgage lenders has become the leading story in all of our newspapers. Plus, there is now further scrutiny by our political leaders on student loan providers (for more on this, please see our post from last week).In today's DM News, author Eleanor Trickett reports that now "the Federal Trade Commission and a couple of Attorneys General have pointed the finger at fraudulent mortg...
More About: Marketing , Economy , Direct Marketing , Direct , Dire

Data Security Best Practices
2007-10-26 18:15:00
We talk a ton about data security and never fail to report on data breaches. Data security is a top concern for businesses today. And, since RRW Consulting (our business) relies heavily on customer data availability, that means data security has the potential to keep me up at night.That's why I was pleased to see this set of actionable best practices published by Ironport Systems, a Cisco business unit and a leading provider of enterprise spam, virus and spyware protection.From the Ironport press release: "Data Loss Prevention (DLP) is a serious issue for companies; the number of incidents (and associated costs) continues to increase. Whether it's a malicious attempt, or an inadvertent mistake, data loss can diminish a company's brand, reduce shareholder value, and damage the company's goodwill and reputation."How true.So, what are these best practices? I'll summarize below.Best Practice #1: Take Time to Define DLP (Data Loss Prevention) Needs. They advocate thorough docum...
More About: Security , Data Security

Don't Call Me -- I'll Call You!
2007-10-25 17:18:00
Those of us involved in telemarketing as our main channel of direct marketing are extremely familiar with the FTC's Do-Not-Call Database (DNC). It was talked about forever, and seemed to take forever to build . . . well, guess what? It's been almost five years since it's inception and the 70% of Americans who originally signed up on the DNC List, are about to face expiration! Yikes! That is, they may have to re-register their number for it to stay active on the Registry.At first blush, the FTC thought it may be a good idea to purge the database every five years -- to get rid of disconnected numbers and the like. However, according to today's article in DM News, "the registry also uses a scrubbing program that purges disconnected or reassigned numbers on a monthly basis — leading some policymakers to call the 5-year purge unnecessary." Now, several of our political representatives are introducing bills to get rid of the 5-year purge rule -- and there are even bills that tal...

How Marketers Use Facebook
2007-10-24 17:32:00
I've been grappling with how to integrate social media (and Facebook in particular) into my bag of direct marketing tricks. I've gotten my arms around why some companies (including my own) need to embrace blogging (to start a dialogue with their customers/prospects and to build credibility). But, I'm still having a hard time understanding how to use other social media to do what marketers are supposed to do. That is: sell more things, make more money.This article, from "Brandweek", made it a tad clearer: Poke Me, It's Real: Facebook, Interaction Benefits and the Future of MarketingThe author, Maria Popova, provides comprehensive detail about the demos of Facebook (projected to be used by over 60 million people in 2008, with 45% of users being over age 35) and discusses the rich targeting opportunities enabled by Facebook's data collection efforts. She also highlights one of the reasons behind widespread usage, and that is peoples' need to 'show-off'--show the world just ...
More About: Marketers , Marketer

Direct Marketing and the Creation of Trust
2007-10-23 19:34:00
At times, direct marketing is a tough gig! When bad press comes out, it really affects the work that all of us do on a daily basis. It's the whole story about the "one bad apple that spoils the whole barrel" thing (a few of you almost broke out in song there, didn't you?). The point is, it is imperative for us to market ethically -- otherwise, we lose the trust of our current and potential customers. We can be creative -- however, we must be truthful. Otherwise, consumers and businesses have no reason to trust what we say -- or what we sell. We strongly believe in creating trust through direct marketing -- and that by doing this, you build more profitable customer relationships.Apparently, New York State attorney general Andrew Cuomo agrees with us. Last week, Cuomo called the direct marketing industry out when he announced he was expanding his investigation into the student loan industry to include direct marketers. In the article from DM News, Cuomo's office issued a sta...
More About: Marketing , Direct Marketing , Direct , Trust , Creation

New Do-Not-Call Registry for Politicians
2007-10-22 17:33:00
It has always annoyed me that politicians are exempt from following the Federal No Not Call legislation. Along with fund-raisers, political organizations are not required to scrub their lists against the Do Not Call Regis try .So, I guess it's okay for a politician to call you at dinnertime, while other legitimate business concerns can't... I don't know about you, but both types of calls are annoying and quite honestly, a call soliciting my vote REALLY rubs me the wrong way.Direct Magazine published a piece about a former political telemarketer, turned database marketer, Shaun Dakin, who has instituted a registry of people who do not wish to receive political phone calls."The registry (www.stoppoliticalcalls.org) launched in late September. As of early October, it contained 460 names." Their goal is to reach 1 million names by March."Dakin's registry is a first step at ameliorating the arrogance of politicians who pass restrictive marketing laws they don't intend to follow them...
More About: Politicians , Politic

Anyone ever call you a Junk Mail Queen?
2007-10-19 17:13:00
Don't pretend like you don't know what I'm talking about! You know -- think back to the holidays last year when your Aunt Rachel came up to you and said, "Now what is it you're doing these days, dear? Are you still responsible for all of that (insert proper expletive) junk mail in my mailbox?"Uh-huh. That's what us Direct Marketing types get all of the time. Well, a new study has just been done by Commtouch (as reported by DM News). And guess what . . . this holiday season you'll be blamed for Junk e-mail. Yep, Commtouch's study reports that spam has now reached a whopping 95% of all email sent . . . 95%! The article reports that Commtouch's "report, entitled 'Email Threats Trend Report for the third quarter of 2007,' found that as image spam declined, new kinds of attachment spam such as PDF and Excel spam increased. Pharmaceuticals and sexual enhancers were the most popular spam topics, at 30% and 23%, respectively."Good grief! And, that's not all. Not only are w...
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Churn is a Problem for Sprint
2007-10-18 18:19:00
It's official. Sprint definitely has customer service issues. Remember the brouhaha in July when Sprint publicly 'fired' some of its high-maintenance customers? Well, we find Sprint in the news again trying to stem their higher-than-industry-average churn rate.From CRM Buyer: Sprint to Bandage Bleeding Customer Lists by Adding Service Reps"Sprint Nextel's churn rate -- the rate of customers who jump ship and sign on to rival networks -- has shrunk over the last quarter, but it's still nearly twice as bad as Verizon's. It's a problem that contributed to the recent ouster of CEO Gary Forsee. To cut churn and keep more customers onboard, Sprint plans to hire 150 additional customer service reps."It will be interesting to see if throwing more bodies at the problem will be effective. While it certainly won't hurt to cut the hold time when customers call into customer service, I'm hoping that Sprint Nextel is looking at their retention issue more holistically.Are they asking...
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Bill Gates is King--even of Direct Marketing...
2007-10-17 22:10:00
I promise, this is the LAST post with DMA conference news. You won't hear about the annual direct marketing conference from us until next year.The Direct Marketing Association this week announced their marketer of the year. Yep, it's Microsoft.DMA Names Microsoft-MSN 2007 Marketer of the YearThe main reason for MSN's win--their work on the Live Earth concert event (which we also blogged about in July). From the article:"What made Live Earth so special on July 7, 2007, wasn’t just that MSN provided great content to consumers in a relevant, timely, and informative manner. Live Earth was the largest concert event ever produced — bringing together live music events in Australia, Brazil, Germany, Japan, South Africa, Turkey, the UK, and the US. Live Earth was also the most watched live entertainment event in Internet history. But what really sets it apart is that MSN completed its mission of keeping the public engaged on the network by providing avenues for them to act on th...
More About: Direct Marketing , Bill Gates , King

How to Throw a Party
2007-10-16 16:15:00
Too much DMA madness! Too many parties, too many free drinks, too many people that you haven't seen for years that you need to catch up with. But, as always, there's a lesson to be learned :)And, that is--make every dollar count.So far this conference, we've had the pleasure of attending many parties thrown by the small and the large firms that we do business with. The common themes: generous open bars, nice settings, gracious people trying to facilitate business discussions or thank their customers/partners for business enjoyed throughout the year.And, then we attended the party to end all parties! Hosted by Direct Group, they threw a shindig I'll never forget! We were greeted outside of the W Hotel lobby by gorgeous hosts and hostesses dressed in full evening get-up. It truly felt like red-carpet treatment. We were handed a martini immediately and personally escorted to the elevator and up to the penthouse ballroom where the party was held.Once inside, the first person we ...
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Live from the DMA!
2007-10-15 16:59:00
Well, we made it here to Chicago. And, yes, it IS kinda windy, but nice weather overall. The town is full of direct marketers here to attend the annual DMA conference.We started the conference on Sunday night with a night of party-hopping. Our mission was to ask other attendees why they decided to attend the conference--what they were hoping to get out of the show. And while it's still early, here are the initial themes of what we learned:What are the newest direct marketing data sources and technologies available to us? As the year comes to a close, many are looking at their budgets for next year and trying to determine the best ways to spend them. Since profitability goals have only increased (no shock there, right?), those dollars need to be spent on what will help increase the ROI of each campaign. Many are looking at ways to increase the efficiency of their marketing databases, as well. This conference will showcase all of the latest and greatest out there-- that's for ...
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Direct Marketers' Resume: The Master of Many Domains
2007-10-12 21:24:00
Recently, we've seen a trend occurring within our client companies. It seems that Direct Marketing staffs are very lean and mean -- and that the few are taking on the jobs of many. Sound familiar?Well, in a recent study by Bernhart Associates, the reason for this becomes a bit clearer. Since the beginning of 2006, Jerry Bernhart, President of Berhhart Associates Executive Search firm, reports that there has definitely been a slowing trend in jobs for Direct Marketers. Bernhart states, “The numbers are showing little change compared with summer. At the same time, the new hire percentage continues to show a slow and steady decline, which began about a year and a half ago.”Here are some more stats from the survey, which was recently taken (sent out the week of October 1st), in which 116 companies responded:60 percent of companies responding said they plan to add to staff by the end of the year, down slightly from 61 percent during the summer quarter: In April 2006, when the new...
More About: Resume , Domains , Master , The Master

Data: Who Owns it?
2007-10-11 17:50:00
Today's topic: Data Ownership.I came across two very different articles about two very different situations today, both from "Technology News".Article 1: Discussion about ownership of prospect and customer data, especially as it relates to business-to-business sales and direct marketing. From the article titled: Who Really Owns Customer Data: "Ask CRM (customer relationship management) administrators about who owns the data populating their CRM systems, and you will likely get one of two emphatic answers: "my company" or "me." The article goes on to state that in this age where so much company info is available on the Internet, the data really isn't owned anymore by the company (or the database) or even by the sales rep anymore. A thick Rolodex really is no longer considered a competitive advantage.Article 2: Virgin Mobile and the Case of the Nicked Pix (love that title, by the way!). This one reports on how a Dallas teens' photo posted to Flikr ended up appearing in an Au...

Direct Marketing and the Environment: Score Two More!
2007-10-10 16:04:00
It's been awhile since we've featured our favorite frog . . . and today, we're glad to bring him back. Today, more than ever, there's increasing evidence that Direct Marketers and Consumers are paying a whole lot more attention to environmental issues. It is impacting how we market, and it's impacting how our customers spend their dollars.In two recent articles from DM News, increasing awareness of being environmentally conscious is highlighted. In the first article, it is reported that "Cooler, a provider of commerce solutions that address global warming, has launched a new program to help manufacturers and retailers of consumer products and services address the global warming impact of what they sell."Cooler takes a unique approach wherein it "provides an emissions assessment, a roadmap for emission reductions and high-quality offsets from renewable energy and pollution prevention projects. It also includes a marketing kit to help clients communicate the actions they are t...
More About: Marketing , Environment , Direct Marketing , Score

Promote Fun. Promote Profits
2007-10-09 17:30:00
I have to admit, some of the antics that this article reports sound a tad bit wacky. Fun, yes, but definitely wacky."Direct Magazine" reports on online shoe merchant, Zappos.com's focus on the customer and their unique belief that a fun, eclectic culture will promote and drive great customer service.From the article: “Co-workers will burst into song and dance at random intervals throughout the day,” writes human resources staffer Christa F. “Upon request, the CFO will groom your hair.”She adds: “Parades. Why, you may ask? Why not!”But, it's not all fun and games at Zappos.com. They also have the right attitude about enabling their customer service reps. "Zappos' call center reps are not scripted and have the power to do most anything they want to make sure the customer leaves the call happy.“There's really nothing a manager can do that the rep himself or herself can't do,” Hsieh (Tony Hseih, CEO) says. “A customer should never have to be transferred for any...
More About: Promote , Profits , Romo , Mote

Measuring and Tracking Your Marketing Effectiveness
2007-10-08 22:58:00
I hate to admit if for all of cyberspace to know but . . . I guess we are kind of geeky. And, now, we have reason to be proud of our geekiness!There have been countless studies on how few companies really have a handle on how their marketing campaigns truly perform. And, in the frenetic pace of life that exists within most companies today, marketers simply move on to the next campaign without fully understanding what occurred in the last one. This is pure craziness . . . and definitely where that geekiness comes into play.Vtrenz has recently written a whitepaper on this very subject and some of the statistics noted within it are astounding. For example, "38% of marketers say that new marketing campaigns are rushed to market based on the limited intuition of a few people." What??!?!?! The paper goes on to talk about the fact that the very nature of many marketers is that they are more drawn towards the sexy, creative, right-brained part of marketing, rather than the "boring"...
More About: Marketing , Tracking , Marketing Effectiveness

The Usual Suspects
2007-10-05 17:56:00
I came across this list of The Top 50 Mailers, as compiled by "Target Marketing."The top 50 direct mailers were designated by projected mail volume. "Target Marketing" used pretty sophisticated methodology to estimate this, as mail volumes are definitely proprietary info. I really wasn't too surprised by the list. The heavy hitting direct marketers are all there. Some key findings:Financial Services firms account for 14% of the Top 50Publishing/Media comprise 38%Fundraising consists of 34% of the Top 50On the list were financial giants, including CitiGroup, Bank of America, American Express, Capital One and Washington Mutual.Fundraisers included American Cancer Society, AARP, American Heart Association and UNICEF (among others).What's also interesting is to think about the types of companies NOT on the list. There was not one high-tech firm (not even Dell). No packaged goods companies (unless Gevalia Kaffe counts). And, surprisingly only one telecom firm made the list (Sprin...
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Social Media: A Highly Effective Channel for Non-Profits
2007-10-04 17:28:00
Nonprofit organizations are very savvy and creative about how they spend their marketing dollars. Simply put, they have to be due to the nature of their business. In a recent DM News article, it is reported that these organizations are relying on the internet as another direct marketing channel to get the word out, and embracing social media is an excellent way to do this. When you think about it, nonprofits have a unique ability to touch people's hearts and build a community. And that's what Social Marketing is all about.As the article reports, YouTube has jumped into the nonprofit space by offering them a free YouTube Channel to spread the word about the good work that they do. “This really validates how critical the Internet has become for all nonprofits,” said Fred Waugh, VP of marketing for nonprofit software provider Convio Inc, Austin, TX."Waugh adds that "in the past year, his company’s clients have grown their e-mail files by 50 percent. In addition, these organ...
More About: Media , Profits , Effective

Power to the People
2007-10-03 15:47:00
I am so intrigued when I see true out-of-the-box thinking. When a company (or in this case a band) turns conventional sales and marketing on its ear and decides to go their own way.This time it comes from Radiohead. From Yahoo News: Pay what you want for new Radiohead."On Monday, Radiohead sent shockwaves through the music biz with the announcement that its new album, "In Rainbows," will be released for download from www.radiohead.com on Oct. 10. The price? Whatever you choose. You elect how much to pay, be it one cent, $15 or $100. (A special edition box set with a vinyl version and other items is also available for approximately $81.)"It's a great concept. And, talk about "Direct" Marketing! Radiohead is thinking of their fans. But, they're also thinking of themselves. Apparently, conventional music sales only garner musicians something like 10%. By going direct, and putting the power to the music buyers, they're almost certain to profit by more than 10%. And, then the...
More About: Power , People , The People

Direct Marketing and the Economy
2007-10-02 17:03:00
This is the time of the year when we all start looking at our revenue performance and begin to set our strategy for 2008. Over the past several months, we've reported some wonderful results for the direct marketing industry on this blog. We've reported how data sales are increasing, direct mail numbers are up, higher results from using e-mail marketing, and so forth. While we've been talking about the strength of our industry, the US Economy has been going through some definite shifts. With the flailing about of the mortgage market and the tightening of credit, some economic analysts consider this the start of a recession, while others state that we are firmly ensconced in one already. Whatever you believe to be the actual case, this bears some looking into as we plan for next year . . . or the next few years.In the midst of all of this, DM News has reported that Silver Lake and Value Act's acquisition bid of data compiler and database giant, Acxiom, has fallen through. Ac...
More About: Marketing , Direct Marketing , Direct , Dire

Consider randomized, real-time testing
2007-10-01 17:07:00
I think all marketers have had a similar experience: You're meeting with a client/superior/colleague discussing an upcoming campaign. Your client is absolutely sure that one offer/creative will outperform another. You, on the other hand, just KNOW that the alternative offer/creative is the winning package. You argue about the benefits of one over the other. Voices are raised; you're passionate; YOUR idea is the best. What happens at the end? Typically, the debater with the most clout (i.e.: the client or the boss) wins. Their idea ends up getting implemented...What's the better resolution to this dilemma (and the answer that direct marketers are typically first to suggest)? It's simple--test both concepts and let results decide the winning idea. Unfortunately, however, rigorous testing just isn't done often enough.This article from Advertising Age, Randomized Testing Is Fast and Cheap, but Few Seem Interested made me think about testing in a new way.It's all about rea...
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Talking about Telemarketing Today
2007-09-28 17:31:00
I tend to be an optimist--a believer in the goodness of humanity. I like to think that my world of direct response marketing is filled with only completely honest, innovative people who enjoy the business of targeting the right offer to the right person, and, in doing so ultimately benefit with good sales and a nice profit margin.Of course, the world at large, the general public, typically thinks the exact opposite. We're junk mailers, awful people who fill our in-boxes with SPAM and dishonest pests who call us just when we're picking up our forks to eat dinner. Well, unfortunately, sometimes the general public is right...See this article about what's being called the "largest telemarketing scam in a quarter century."It's about a company called Strategia Marketing, who the FTC accuses of cheating "thousands of Americans out of tens, and perhaps hundreds, of millions of dollars." "The FTC maintains Strategia Marketing operated for several years under at least 15 different bus...
More About: Today , Talking , Telemarketing

RRW Consulting's Direct Marketing Blog: Harnessing Passionistas Through Dig
2007-09-28 00:50:00
RRW Consulting's Direct Marketing Blog : Harnessing Passi onistas Through Digital Media
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Harnessing Passionistas Through Digital Media
2007-09-27 17:58:00
Well, thanks to our friends at Yahoo! we have a new study and a new title for a group of passionate consumers. The Yahoo! study, which was entitled"Passi onistas: The New Empowered Consumers, tracked the online behavior of consumers with specific passions including health, sports, food and entertainment, and it showed that Passionistas spend significantly more time engaged in activities related to their passions than the average consumer." Hence, the name! And it really is quite interesting. When you think about it, whenever individuals are passionate about anything, they tend to spend more time thinking and talking about whatever it is. Here are some highlights from Yahoo!'s study: -- For every one minute a typical Internet user spends online with the same content, Passionistas spend six minutes. -- Passionistas will visit a website related to their passion three times more than a typical user. -- Passionistas search online for information about their passion 184 perce...
More About: Media , Digital , Harness

Another Data Breach...
2007-09-26 16:55:00
This time it's at Ameritrade, where 6.3 million customer records were compromised. Yesterday's DM News reported: Ameritrade lost 6.3 million names from database"TD Ameritrade Holding Corporation, an online brokerage company, said one of its databases was hacked into and the personal information for more than 6.3 million customers was stolen. The company found malicious code in one of its databases."These data breaches are happening all too often. In July, we posted about a data breach at Fidelity where a disgruntled employee stole over 2 million customer records.Now, I do realize that it's extremely difficult to stop hackers and bad people (especially in-the-know employees). However, it's so important to the direct marketing industry that we nip this in the bud. If we intend to store customer information, we absolutely better ensure its safety. We need to invest in the right people, technology and practices to make it virtually impossible for the wrong people to access sensiti...
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Customer Service Excellence
2007-09-26 01:38:00
Often, we've spoken of the importance of bridging the gap between sales and marketing. A key outcome of accomplishing this is more highly satisfied customers. The way your company interacts with customers before, during and after the sales process is as important as any other element in your marketing strategy. In fact, some argue that it is the most important piece of your marketing strategy.Case in point . . . in an article from Inside Retailing, author Alison Higgins-Miller talks about the "Customer Service Paradox." Higgins-Miller states that "while CRM systems and customer retention are key focuses for retailers, customer service is not yet seen as a core part of customer retention efforts. I suggest that, in light of the ongoing empowerment of consumers, customer service deserves equal billing with sales and marketing in a retailers’ priorities list." She also argues that the ability for a customer to complain -- then have that complaint resolved successfully -- creat...

What is Your Data Quality Gameplan?
2007-09-24 17:55:00
If you are frequent readers of our blog, you know that one of the subjects that we are most passionate about is that of maximizing good data quality. Data quality can make or break your direct marketing success -- and it's been proven time and again. We are always amazed when we run into those who have not adopted this mantra -- and the resulting dollars that are wasted on marketing with dirty data. It's all about data cleanliness, my friends -- and there is simply no way to market effectively without clean, quality data.In fact, QAS has recently posted several articles about this very subject. In their most recent post, they post some of our very favorite kind of proof -- dollars! According to the article, "Businesses across the US are expected to have increased their budgets for direct marketing as they see the potential benefits of campaigns launched on the back of effective data quality systems, according to new figures. The latest Media Business Report from Jack Myers r...
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