Precision Marketing: Maximizing Revenue Through Relevance by Sandra Zoratti & Lee Gallagher

Author:Sandra Zoratti & Lee Gallagher [Zoratti, Sandra]
Language: eng
Format: mobi
Publisher: Kogan Page Non-Trade
Published: 2012-05-02T14:00:00+00:00

More than just shifting to these new channels, marketers must now support more channels simultaneously. Engaging the customer, especially for a loyalty programme, means letting the customer choose the channel. ‘I think people are much more mobile now, in all the senses of the word. And you have to make the benefits of the reward program accessible on all channels. You need to allow the guest to decide how he wants to stay in touch,’ says Barry Green, Head of Customer Relationship Management and Loyalty at Etihad Airways.7 If the customer is always right, then the right channel is the customer’s chosen channel.

Operating in multiple channels and picking the right channel means coordinating messaging across channels. A siloed approach, with different divisions handling marketing in different media, runs the risk of costly duplicate messaging, obfuscating the brand and missing the multichannel opportunities to engage customers. For example, Publishers Clearing House has long used direct mail marketing but then created a separate web effort. The disconnect meant the web team did not know who the loyal customers of the direct mail marketing side were and vice versa. ‘We lacked cross-channel, customer-centric data visibility for our marketers, and the timeliness of the information we use to communicate with customers was too delayed,’ says Rob Befumo, Director of E-mail Marketing.

To remedy the problem, the company started gathering data across channels and created a better system of warehousing data. ‘Initially we had a database to identify potential win-back customers and target efforts appropriately, but going forward we’ll begin reactivation programs earlier to prevent them from getting to that point.’ With integrated access to data from all channels, Publishers Clearing House ‘can identify lapses in customer engagement much quicker thanks to more accurate and efficient data systems,’ Befumo says. The integration across channels created benefits. ‘We’ve seen increases in sales revenue, new customer conversion, and payment on our “bill me” offers,’ Befumo says.8

The right time

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