Tag: Digital Nirvana

Lead Scoring: Don’t Set Yourself Up for Failure

We are hearing about lead scoring more and more these days. As print providers and their customers grow increasingly comfortable with personalization and multichannel marketing, those programs are becoming more sophisticated and automated. That is opening the door to lead scoring, lead nurturing, and trigger-based content delivery. As you begin to develop automated lead scoring…

The Big Potential of Big Data: A Field Guide for CMOs

If you haven’t downloaded a copy of “The Big Potential of Big Data: A Field Guide for CMOs,” it’s worth your time. Put out by Rocket Fuel and Forbes, it’s a free 22-page report based on a survey of 211 senior marketers designed to gauge their perceptions about the success of their marketing initiatives, as…

Personalization Is More Than Data

When we think personalization, we think data. But as I’ve said on here many times before, data is just that — data. It’s how you use it to create relevance and engagement that makes it personal. This point was driven home this morning as I flipped through yesterday’s mail. I ran across an envelope that…

USPS Upgrades EDDM with Demographic Overlays

The USPS Every Door Direct Mail program has been a great boon to direct mailers looking to focus on specific geographic areas very inexpensively. But the trade-off for the lower postage rate has been inability to include names or sort by demographic categories. You purchase addresses by carrier route, but otherwise the mail is undifferentiated…

Chipotle Takes Advergame Seriously… and Wins

Mobile gaming developer Clicklabs says, “Audience attention is waning from traditional interrupt marketing … Branded games (or advergames) are the perfect solution: They reinforce your brand’s credibility through an enjoyable, engaging experience.” Case in point? “Scarecrow,” Chipolte’s recent triumph in the advergame arena. Comprised of three parts (the game, the film, and the facts), “Scarecrow” features a three-minute…

CVS: Don’t Tease Me Like That

This morning, my heartbeat skipped a little when I read the headline: “CVS Unveils Personalized Circulars.” Anything I read that reflects growth in print personalization is exciting to me, but especially outside direct mail, transpromotional, and marketing collateral. Could it be that CVS is going to start mailing coupon books the way my grocery store…

Are You Selling A/B Testing?

I just wrote a case study on a great automated multi-channel marketing program based on MindFire’s Studio. The client is overwhelmed with leads and no longer wants its name being used because it doesn’t want its competitors to know the secrets because its success. The PSP is so busy managing the underlying strategy, creative, data…

The 11 Tactics Every Business Should Know Before Selling with Social Media

Selling with social media seems like it would be a no brainer. Sales is sales, right? Not quite. Social media is a different animal. And you can’t treat your audience the same, nor can you use all the same tactics you use to get those qualified leads via other channels. 1 – Know how to…

5 Reasons to Focus on Program Selling, Not One-Off Personalization

I love to hear about successful 1:1 print marketing campaigns. But you know what I love to hear about even more? Recurring 1:1 programs in which the PSP is able to help the client see the bigger picture and how personalization fits into it. Here are 5 reasons PSPs should be focusing on recurring programs…