MKT 700 Chapter Notes -Loyalty Program, Monastery, Direct Marketing
22 Apr 2014
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Today, we use direct mail, catalogs, phone calls, e-mails, web sites, cell phone text, voice msgs and social media. These new developments make communication much less expensive and more frequent but they are also much more complex. E-mail has become the primary way for companies to cummicate with their custmers. Direct mail is still alive and well, but email is gaining on it third communication method = mobile use, exploding in all directions. Big problem: the msgs can be and sometimes are personalized, but they are seldom filled with dynamic conent based on what we know about each customers. We have rich databases but we do not use the rich data that they hold it requiresmany creative staff memebers who dream up dynamic content. Customers have become dominant cant fool them no more. Companies are discovering what their customers want and selling them that its customer- based marketing. What do customers want: recognition, service, convenience, helpfulness, information, identification.
