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Precision Marketing: Maximizing Revenue Through Relevance
As business marketers, the pressure to engage and retain valuable customers in a challenging economy while communication channels are exploding presents a daunting dilemma. The cacophony of marketing messages has risen to a deafening level with the advent of a multitude of new online marketing channels -- social media, mobile, email, blogs - adding to the already crowded world of offline marketing - direct mail, print advertising, TV, radio.
In response, consumers are voting with their dollars and their attention. Many consumers have made it clear that it's all about relevant, targeted messaging, rather than about the medium. The era of mass messaging with irrelevant, cookie-cutter content is clearly over.
Precision Marketing helps break down the perspectives, capabilities and skills necessary to deliver more powerful marketing results. Case studies from companies such as Fiat, Amazon, Tesco, ING and others show how today's leading performers are beginning to recognize, identify and capitalize on many of the concepts of precision marketing to set themselves apart and reach a whole new level of growth.
In response, consumers are voting with their dollars and their attention. Many consumers have made it clear that it's all about relevant, targeted messaging, rather than about the medium. The era of mass messaging with irrelevant, cookie-cutter content is clearly over.
Precision Marketing helps break down the perspectives, capabilities and skills necessary to deliver more powerful marketing results. Case studies from companies such as Fiat, Amazon, Tesco, ING and others show how today's leading performers are beginning to recognize, identify and capitalize on many of the concepts of precision marketing to set themselves apart and reach a whole new level of growth.
- GenresNonfiction
208 pages, Paperback
First published May 3, 2012
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29 people want to read
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January 9, 2014
Warning: Data Porn!
If you're a new business just starting out with no customers, or even a relatively small business with only a handful of employees, this book will be of absolutely no use to you- put it down and walk away. If, however, you already have a decent list of customers and are trying to instill brand loyalty, or attract some fresh blood, keep reading. And if you're a metrics geek who loves spreadsheets, boy, are you in for a treat!
The intentions of this book are good: use current customer data to uncover trends that will allow you to provide a personalized, relevant experience for each and every client in the future. Nothing particularly new here, but an inspiring thought nonetheless. It also goes into detail about how customers are defecting more and more frequently because brands have become complacent in their offerings, why spam is bad, and customer growth is good using lots of charts, figures and bullet points to emphasize its findings. In some ways it sets a really weird tone because it goes into a lot of depth explaining basic things, like why staying relevant to your customers helps your bottom line, but then discusses data mining as if we all have systems like Amazon's in place and it's just a matter of pressing the on button to siphon it out. Maybe this is just how geeks talk to each other, but I honestly don't get it. The book also assumes that your company has the following departments: marketing, data analytics, product specialists, IT and a creative/ad agency- these are the people you'll need to meet with to plan how best to implement your data into a marketing strategy. Sounds simple enough, right? Yeah.
Precision Marketing does include an allotment of case study success stories, which is nice and makes the message seem more human, but the practicality for the average business, be it a pizza store, beauty salon or party planner, seems to have been neglected. I will say that the "Strategize" section in Step Four does seem promising. If you are fluent in data, this book does provide specific steps on how to translate your findings into relevant marketing messages, which I haven't seen elsewhere. But for the average person without the drive to master metrics, or who lacks the means to hire a star player from the NSA, this book is going to give you a bad time.
If you're a new business just starting out with no customers, or even a relatively small business with only a handful of employees, this book will be of absolutely no use to you- put it down and walk away. If, however, you already have a decent list of customers and are trying to instill brand loyalty, or attract some fresh blood, keep reading. And if you're a metrics geek who loves spreadsheets, boy, are you in for a treat!
The intentions of this book are good: use current customer data to uncover trends that will allow you to provide a personalized, relevant experience for each and every client in the future. Nothing particularly new here, but an inspiring thought nonetheless. It also goes into detail about how customers are defecting more and more frequently because brands have become complacent in their offerings, why spam is bad, and customer growth is good using lots of charts, figures and bullet points to emphasize its findings. In some ways it sets a really weird tone because it goes into a lot of depth explaining basic things, like why staying relevant to your customers helps your bottom line, but then discusses data mining as if we all have systems like Amazon's in place and it's just a matter of pressing the on button to siphon it out. Maybe this is just how geeks talk to each other, but I honestly don't get it. The book also assumes that your company has the following departments: marketing, data analytics, product specialists, IT and a creative/ad agency- these are the people you'll need to meet with to plan how best to implement your data into a marketing strategy. Sounds simple enough, right? Yeah.
Precision Marketing does include an allotment of case study success stories, which is nice and makes the message seem more human, but the practicality for the average business, be it a pizza store, beauty salon or party planner, seems to have been neglected. I will say that the "Strategize" section in Step Four does seem promising. If you are fluent in data, this book does provide specific steps on how to translate your findings into relevant marketing messages, which I haven't seen elsewhere. But for the average person without the drive to master metrics, or who lacks the means to hire a star player from the NSA, this book is going to give you a bad time.
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