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<\/a>segment\u2013focused communications, you are way behind others who do.\u00a0\u00a0 Big data analytics enable us to find and target just the right audience at the right time, something we could not do even a few years ago.\u00a0 If you feel overwhelmed by this, there are experts waiting to serve you with new tools, ideas and channels you have never used, and which will open your eyes to powers that may shock you.<\/p>\nBut the leaders of this new school practice customer\u2013driven communication, personalized to the point of basing communication upon individual customer behavior.<\/p>\n
[Email readers, continue here…]<\/em> <\/span>\u00a0My spouse just visited a website for women\u2019s clothing, then followed it with a search for a service using a browser.\u00a0 Immediately, seconds after her shopping effort, ads for that same online retailer surrounded her on the other site.\u00a0 Those ads could have been for a competing online retailer looking to take business from the first. But either way, targeted marketing worked with her that day.\u00a0 She bought again.<\/p>\n But the pinnacle of direct new\u2013age marketing comes in the form of interactive conversations between company and customer, progressing from the contact through purchase through follow\u2013up offer. Surely you\u2019ve experienced this in your own online shopping efforts and perhaps have used that time\u2013limited 15% discount to purchase something you may or may not have needed.<\/p>\n Old school or new school. Spend lots and not be sure of the return on investment; or spend much less and offer some of the savings to the customer.\u00a0 Hmm.\u00a0 Which is the win\u2013win here?<\/p>\n Now, if you had a choice and the inclination to do something about it, which would you want to be?\u00a0 Old school?\u00a0 New school?<\/p>\n","protected":false},"excerpt":{"rendered":" \u201cBroadcast the message and they will come!\u201d\u00a0 \u201cSegment my broadcast and I will have better response.\u201d\u00a0 Both of these time\u2013honored methods of reaching our customers have worked for as long as there was print and radio\u2013TV to get the message … Continue reading