Companies fail at database marketing for a variety of reasons, says Jeff Hassemer, director of product strategy at the data management solutions division for database marketing services provider Abacus. During a Webinar held Feb. 23 by CHIEF MARKETER sister publications “Multichannel Merchant” and “Direct,” Hassemer cited the most common reasons:
If done correctly, loyalty programs can build stronger customer relationships, create lock-in, drive incremental revenue, and much more. But if launched without foresight, they can hurt margins, irritate customers, and distract marketers.
Toyota Motor Sales USA, Inc. and the NBA will give one fan the chance to meet an NBA player, fashion and media icon Marc Ecko, or music mogul Jermaine Dupri.
SpongeBob SquarePants has returned to Burger King under a new promotion with the chain touting 20 different character premiums tied to a Nickelodeon episode and a new direct-to-DVD movie.
Fred Reichheld stunned marketers in 1996 when he argued in The Loyalty Effect that a 5% improvement in retention can boost profits by up to 100%. Now he is about to shock them again.
Some marketers may shy away from measuring the Net Promoter Score because it sounds too complex. But others are not daunted. Here is how Dell calculated the value of detractors and promoters for its consumer business.
I love direct marketing! It’s one of the few marketing disciplines where we (think) we’ve got all the numbers necessary to measure success and predict the future.
In a truly integrated marketing plan, every ingredient plays a vital role. The fact that you can’t directly attribute a sale to every e-mail message doesn’t mean the e-mails aren’t working.
By a three-to-one margin, marketers said optimizing a Web site for to attract search engines is a better bet for solid returns than paid search listings, according to a study by JupiterResearch.
Best Western International and MasterCard International have teamed up to send a loyalty program member and a guest to Germany this summer for the 2006 FIFA World Cup soccer tournament, and a special meeting with Hall of Fame soccer superstar, Pelé.
