As an agency, we see many different approaches to marketing. Oddly enough, the most popular method is the traditional 'spray and pray' marketing often labeled 'targeted marketing'.
I would argue that sending a communication to a list of customers with not forethought to their preferences, value, demographics, location, etc is not targeted. Coincidentally, the amount of this type of marketing seems to increase as the economy turns south.
So it follows that there are two choices regarding targeted marketing methodologies:
- Accepting a low response rate and therefore working to increase your mailing list to get the desired increase in sales
- Working to increase your response rate (as well as many other metrics like: customer satisfaction, brand affinity, relevancy of communication, etc) by crafting the right message at the right time to the right customer
As you can likely infer, we lean more to the latter. If you have not picked up on our use of sarcasm while stating the obvious, we appologize.
We do realize that organizations default to the former method unconsciously as times get tough. However, we have the expertise and understanding to help you get back on track.
So herein exists a challenge, if we can't improve your marketing return through the employment of data driven targeting, you don't pay. Bold? We hope you think so, but we're confident.
Let us show you how to improve the best of campaigns.