By Chris DeMartine of NextMark for Chief Marketer
Real-time advertising and retargeting online may be working for some, but most marketers with a sustainable growth plan for new customer acquisition still rely on mail to drive web traffic and conversions. If timing is everything, then recency is critical—but it's not that easy to find enough "fresh" names to test. Unfortunately, it still takes a lot of effort to net out an adequate prospect file from the merge-purge of multiple response list hotlines due to the costs and time required to get the job done right.
Therefore, it makes sense that large masterfiles continue to be popular among direct marketing agencies and list brokers. They offer the depth and breadth of compiled databases, combined with the recency, frequency and monetary value that direct response marketers have relied on for decades.
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By Brian Quinton
IBM is a computing giant. But some problems require a human touch. In B2B marketing, one of the toughest is this: How do you make social media an efficient, cost-effective channel for finding new customers and selling to business clients?
In IBM's case, the specific problem was that the effective traditional ways of finding B2B customers for hardware and software products—telemarketing and email—were not producing the same results when applied to selling web-based services such as cloud computing and data security. Chief Marketer recently talked with IBM's Douglas Hannan about IBM's social challenges and successes.
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By Brian Quinton
More marketers are trying more ways to find new customers. That's the top-line finding of the Chief Marketer 2012 Prospecting Survey, fielded in November and December 2011 to 833 responding marketing professionals in all verticals of B2B and B2C marketing.
The reason is increased reach. "Prospects don't answer their phones very often," said one B2B respondent. "So you have to hit them from 360 degrees." The profusion of new channels is a mixed blessing, however. "They make marketing harder, in that the speed and force of information make capture difficult," said another respondent. "But the number and interactivity of new channels makes for more opportunities."
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By Tim Altier
Marketing isn’t taught by the mathematics departments within colleges and universities, but some day maybe it will be. Each day, marketers are more dependent on the numbers. Metrics and measurements talk to marketers, revealing secret insights into campaigns. For example, data analysis shows how channel optimization makes money.
The idea is pretty simple -- determine the optimal (usually meaning most profitable) allocation of marketing resources across available channels. But the data feeding into channel optimization can be deceiving unless the process can be carried out to completion.
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