Tuesday, 29 April 2008
To mis-quote Arthur C. Clarke - Any sufficiently advanced marketing technology employed brilliantly, is indistinguishable from magic.
Sunday, 27 April 2008
... but without the facts, you cant get to the truth. According to a recent global survey funded by Computer Sciences Corp., IBM and D&B, few marketers really have the focus on deriving truths from customer data
Among the other findings of the survey:
- Forty-five percent of respondents rate the effectiveness of customer relationship management systems as deficient or needing work.
- Just 15% rate themselves as extremely good or effective at integrating disparate customer data sources and repositories.
- Only 6% say they have excellent knowledge of their customers when it comes to demographic, behavioral, psychographic and transactional data.
- More than 31% have churn rates above 10%, and 32% report having customer turnover of 5% to 10%.
- Thirty-one percent say they don't do data mining at all, and 63% say they are doing only moderate levels of data mining for intelligence and insight.
Tuesday, 22 April 2008
More on the study here...
Monday, 14 April 2008
Forrester’s George Colony in reply to the recent article in Wired in which Chris Anderson argued that the economics of web 2.0 will drive almost all content to be free, argues that the limitations of advertising and the continuing development of technologies to avoid it will ensure that this is not the case.
George makes 4 key points of refutation:
- Adblockers and the like will change the economics of the game
- Critical information will push out ads on the web – consider subscription models a la Bloomberg
- Human activity that requires deep concentration will abstain from advertising.
Saturday, 12 April 2008
The title of this post is from Lester Wunderman's 19 principles of Direct Marketing. These core principles were written more than 40 years ago...
Wednesday, 9 April 2008
Monday, 7 April 2008
- “Shares my interests” and “holds similar political beliefs” continue to be the top two defining factors of “a person like me” in most countries, with a slight drop in the U.K., France, and Germany for “shares my interests” (67% to 61%).
- Being from the same local community dropped in importance over the past year, in some countries quite significantly: Ireland to 29% from 51%; Russia to 28% from 47%; Sweden to 9% from 27%; the U.K. to 18% from 44%; and the United States to 24% from 44%.
- Since last year’s survey, being in the same profession dropped in importance: China to 36% from 46%; India to 36% from 63%; Japan to 32% from 46%; Russia to 31% from 51%; South Korea to 27% from 46%; the U.K. to 31% from 46%; and the United States to 23% from 35%.
Friday, 4 April 2008
More evidence from Japan where increasingly product packaging, print campaigns and direct mail pieces are urging you to search for given terms rather than have you type in a URL. Getting a consumer to a specific place on a big site is a big deal - and they just won't type anything after the /... Quid personal URLs?