More books by Arthur Hughes…
“One result of this productive system is that the middle class has grown from being about 15 percent of the population in 1920 to being 86 percent of the population in 2011. While some of the population always seem to live at the poverty line, the vast majority of Americans today are affluent compared to their grandparents. They have the money to buy the products produced by American industry. In the process, the definition of poverty has changed. The majority of Americans who are classified by the government as living at the poverty level have indoor plumbing, color television sets, cell phones, air-conditioning, washers and dryers, microwaves, automobiles, and access to free health care. They are also a significant buying group.”
“The big problem is that the messages, while they can be and sometimes are personalized, are seldom filled with dynamic content based on what we know about each customer. We have these rich databases, but we do not use the rich data that they hold. To use it requires many creative staff members who dream up the dynamic content. The thought is, “Subscribers who are over 65 have certain interests, while other subscribers are college students who have different interests. We will vary our messages based on this knowledge, and also do that for about a half-dozen other subscriber segments to make our relationships richer for them and more profitable for us.” This makes a lot of sense, but few marketers today are doing anything like that. They are blasting identical content to every subscriber or customer whose e-mail or address they can get their hands on.”
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