Marketers had better start asking their customers and prospects what advertising medium they prefer. They’ll code their lists appropriately and improve their readership–and ultimately, their bottom line.
Many direct marketers are utilizing multiple channels. This trend will continue to grow in the future. Thanks to the Web, there’s so much data available, which allows marketers to pinpoint their target audience more effectively and efficiently than ever before.
Not only will customers be asked what advertising medium they prefer, but they’ll be asked when they want to receive it, how often they’d like to receive it and even what they want to receive. With all these options, marketers will have to adhere to new regulations and restrictions imposed by the FCC, the FTC and state regulatory agencies. Even if consumers volunteer information, marketers are restricted by the limitations placed upon them by provisions of Do Not Mail. Do Not Call, Do Not E-mail, Do Not Fax and down the road Do Not Text.
Some months ago Microsoft opened their “Retail Experience Center” to test multi-channel technologies with concentration on targeting information to online shopping carts and cell phones. Consumer buying habits will affect social, mobile and cross-channel buying choices.
What this accomplishes for retailers is their ability to cut overhead and control inventory, improve CRM and integrate online shopping versus in-store traffic vs. cell phone messages for product information and confirmation of purchases.
Future marketers will increase their use of personalization. Successful marketers are aware that customers aren’t really affected by what a sales person, a direct mail piece, a text message or a Web site tells them. They may like to hear or read it, and it might make them feel good
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