This document discusses the growing issue of marketing fatigue among consumers and argues that one-to-one personalization is the solution. It notes that consumers are tired of irrelevant marketing messages and find most campaigns to be impersonal. While marketers say they personalize, typically they only personalize at basic levels like name insertion rather than truly tailoring each message. Research shows conversion rates and customer retention improve significantly when shifting from segmentation-based personalization to fully personalized one-to-one campaigns that consider each individual's unique situation, preferences and history. Case studies of companies that adopted one-to-one personalization demonstrate increased revenues and response rates.
The 3-Step Guide to Activating Social Media Customer Care in the Contact CenterMDG Advertising
Social Media Customer Service is the new gold standard for retail brands, but does your internal team have what it takes to get your program off the ground? This white paper discusses how to: Set up your social media strategy, Staff and train for proper handling, and the benefits of a robust social media strategy to take care of your customers where they feel most comfortable. Don't let your business be left behind, contact Global Response today. http://www.globalresponse.com/services/social-media-customer-care/
Your brand has advocates that can help increase sales, improve customer service and elevate how the marketplace perceives your products and services. In our latest white paper, we highlight the most effective ways to motivate and enable your advocates to become influencers.
The 3-Step Guide to Activating Social Media Customer Care in the Contact CenterMDG Advertising
Social Media Customer Service is the new gold standard for retail brands, but does your internal team have what it takes to get your program off the ground? This white paper discusses how to: Set up your social media strategy, Staff and train for proper handling, and the benefits of a robust social media strategy to take care of your customers where they feel most comfortable. Don't let your business be left behind, contact Global Response today. http://www.globalresponse.com/services/social-media-customer-care/
Your brand has advocates that can help increase sales, improve customer service and elevate how the marketplace perceives your products and services. In our latest white paper, we highlight the most effective ways to motivate and enable your advocates to become influencers.
This presentation covers the importance of developing an Integrated Marketing Communications Media Strategy.
It highlights growth in Digital Media from an Australian perspective.
www.b2bwhiteboard.com
A precognitive marketing overview presented by Kathy Miller and Ric Lipman at the June 12, 2012 KCDMA luncheon. The discussion focused on the power of precognitive marketing and how it can be used to uncover unique audience insights that generate game-changing business results.
Social Media Inside The Brand: DuPont Case Study
Learn first-hand about the internal battles, struggles and success you can expect in the Wild West world of Social Media. Hear about the legal aspects of Social Media, how to develop a proper Social Media Marketing policy, and how to sell a "word of mouth" project internally.
* Gary Spangler, eMarketing, DuPont
Increasing Marketing Campaign Responses with 1:1 campaignsL2, Inc.
Download this whitepaper at: http://www.L2soft.com/whitepapers.aspx
The essence of one to one marketing campaigns is relationship marketing.
One to one marketing campaigns are a potent tool to enhance lead generation, increase product usage and promote brand awareness.The only significant obstacle for most marketing professionals is the time and expense needed to implement the campaigns and manage the upswing in responses.
This white paper will address these issues through L2’s execution of a personalized 1:1 marketing campaign and the lessons learned from that process.
People are happy when they get what they need. In the context of marketing, this means delivering product attributes and benefits that meet consumers' and shoppers’ needs, which is the focus of marketing today. While making people happy certainly contributes to a brand being liked and trusted, it doesn’t go far enough. Delivering emotional meaning is how brands will build real competitive advantage in the future. Meaning involves “understanding one’s life beyond the here and now.” For a brand to be meaningful, it must reflect consumers' and shoppers’ emotional truths relevant to the brand and its category.
Using online community to optimize the customer experience provides some of the most innovative and collaborative ways organizations can leverage their consumers to meet business goals.
The New and Exclusive Free Paper from Email Marketing
Guru David Daniels: The Reinvention of Email Marketing
and the Future of Connected Marketing
The continued growth of email and digital marketing is creating new opportunities, but marketers are challenged by non-integrated disparate channel-centric technology solutions. To address this challenge, Email Service Providers will morph to be recognized as Connected Marketing Service Providers, with email as the hub to social and mobile marketing activities.
Given the need to create efficiencies across channels and drive effectiveness through increased sophistication, marketers must calibrate their vendor selection process to reflect emerging marketing certainties to understand the intersection of integration cost and value.
Lyris is proud to have exclusive pre-release distribution rights to the new paper by industry expert David Daniels, The Reinvention of Email Marketing and the Future of Connected Marketing. This former Forrester Research analyst, CEO and Founder of The Relevancy Group, and industry thought leader who Direct Magazine calls, "One of the most influential experts in email marketing," details the emerging criteria by which innovative email marketing practitioners should best evaluate vendors in the space.
Let the The Reinvention of Email Marketing and the Future of Connected Marketing show you how you can optimize the customer lifecycle through connected marketing.
How to Deliver Exceptional Customer EngagementCognizant
By using customer engagement techniques such as human-centric design and technological advances like sentiment analysis, organizations can drive meaningful interactions that result in greater trust and business results.
This presentation covers the importance of developing an Integrated Marketing Communications Media Strategy.
It highlights growth in Digital Media from an Australian perspective.
www.b2bwhiteboard.com
A precognitive marketing overview presented by Kathy Miller and Ric Lipman at the June 12, 2012 KCDMA luncheon. The discussion focused on the power of precognitive marketing and how it can be used to uncover unique audience insights that generate game-changing business results.
Social Media Inside The Brand: DuPont Case Study
Learn first-hand about the internal battles, struggles and success you can expect in the Wild West world of Social Media. Hear about the legal aspects of Social Media, how to develop a proper Social Media Marketing policy, and how to sell a "word of mouth" project internally.
* Gary Spangler, eMarketing, DuPont
Increasing Marketing Campaign Responses with 1:1 campaignsL2, Inc.
Download this whitepaper at: http://www.L2soft.com/whitepapers.aspx
The essence of one to one marketing campaigns is relationship marketing.
One to one marketing campaigns are a potent tool to enhance lead generation, increase product usage and promote brand awareness.The only significant obstacle for most marketing professionals is the time and expense needed to implement the campaigns and manage the upswing in responses.
This white paper will address these issues through L2’s execution of a personalized 1:1 marketing campaign and the lessons learned from that process.
People are happy when they get what they need. In the context of marketing, this means delivering product attributes and benefits that meet consumers' and shoppers’ needs, which is the focus of marketing today. While making people happy certainly contributes to a brand being liked and trusted, it doesn’t go far enough. Delivering emotional meaning is how brands will build real competitive advantage in the future. Meaning involves “understanding one’s life beyond the here and now.” For a brand to be meaningful, it must reflect consumers' and shoppers’ emotional truths relevant to the brand and its category.
Using online community to optimize the customer experience provides some of the most innovative and collaborative ways organizations can leverage their consumers to meet business goals.
The New and Exclusive Free Paper from Email Marketing
Guru David Daniels: The Reinvention of Email Marketing
and the Future of Connected Marketing
The continued growth of email and digital marketing is creating new opportunities, but marketers are challenged by non-integrated disparate channel-centric technology solutions. To address this challenge, Email Service Providers will morph to be recognized as Connected Marketing Service Providers, with email as the hub to social and mobile marketing activities.
Given the need to create efficiencies across channels and drive effectiveness through increased sophistication, marketers must calibrate their vendor selection process to reflect emerging marketing certainties to understand the intersection of integration cost and value.
Lyris is proud to have exclusive pre-release distribution rights to the new paper by industry expert David Daniels, The Reinvention of Email Marketing and the Future of Connected Marketing. This former Forrester Research analyst, CEO and Founder of The Relevancy Group, and industry thought leader who Direct Magazine calls, "One of the most influential experts in email marketing," details the emerging criteria by which innovative email marketing practitioners should best evaluate vendors in the space.
Let the The Reinvention of Email Marketing and the Future of Connected Marketing show you how you can optimize the customer lifecycle through connected marketing.
How to Deliver Exceptional Customer EngagementCognizant
By using customer engagement techniques such as human-centric design and technological advances like sentiment analysis, organizations can drive meaningful interactions that result in greater trust and business results.
Digital Marketing for Manufacturers with Martal GroupMartal Group
Leverage the power of Martal Group's digital marketing solutions to drive sales growth in your manufacturing business. Schedule a discovery call today!
To uncover the potential that direct mail holds in grabbing attention in today’s digital world, B2B Marketing magazine has put together a best practice guide with hints and tips from a group of experts - including our Head of Data Strategy Matt Hanks.
In this whitepaper, Chris Marriott, VP of Services & Principal Consultant at The Relevancy Group, explains how brands can nurture relationships with customers along the lifecycle—all while keeping email as the glue that holds marketing channels together.
Download the paper to gain actionable insights, such as:
-How to plan for stages in the customer lifecycle that don’t end in “buy right now”
-The primary challenges marketing executives face that are related to department silos
-Using data to recognize ‘smoke signals’ that indicate consumers are ready to buy
Often when you ask a small business owner who they are targeting as customers, their response is “Everyone”, or “Anybody interested in…” They might refine this audience down to “homeowners” or “people who go to the gym”. This is still too broad. The problem is with this is, not all consumers think alike, and not everyone is going to purchase your product. Because of this broad focus, marketing can miss the mark.
Instead of trying to market to everybody, targeted marketing makes your product or service as attractive as possible to certain groups of people. Firms focus their marketing efforts on a specific and defined audience.
Targeting focuses all marketing efforts on the defined group or groups of people MOST LIKELY to become profitable customers. These groups of customers will have common characteristics and interests and could be based on existing customers, as there is likely to be similar people who you will also benefit. The targeted customers might also be groups of people who overlooked by the competition. If they are profitable, this then presents an opportunity for that business.
With targeting, marketing becomes more affordable, efficient and effective at generating customer leads. Saving money on marketing and a better return on investment are the most obvious benefits of targeted marketing – especially for small businesses with frugal marketing budgets.
Targeted marketing is far more cost-effective than mass marketing as firms are not wasting time and money marketing to people who will never be a customer.
Instead, the target audience is specific types of consumers who are most likely to become customers.
How easy is it for you to communicate with your customers?
Want to cut through all the noise and get their full attention?
Customers now expect more from businesses and want to interact with them differently, thanks to the convenience of mobile.
Find out just how important text messaging has become for local businesses and how to use it effectively in this webinar with SMS marketing experts from Podium.
Podium interviewed more than 1,000 consumers to understand their attitudes toward texting local businesses and how local businesses can take advantage of it.
They’ll share the results of this research, with tips and advice to help you make the most of these insights.
You’ll also learn:
-How customer preferences impact local businesses.
-How to create an effective text message strategy (and what to avoid).
-How local businesses of all sizes can benefit from promotional text messaging.
Join Podium’s Matt Boyce, Marketing Director, and Austin Miller, Partner Marketing Manager, for this discussion on how to use text messages to market your business effectively.
How the consumer shift to online media channels is changing the marketing mix.
(All research is cited. Special shout out to Hubspot and Aberdeen Group, both great resources on the subject matter).
Word-of-mouth (WOM) is one of the most effective way of communication in marketing, and it plays important role in consumer purchasing decision. This paper explains the following key points about WOM-
• WOM and its psychological drivers
• How WOM plays a major role in marketing?
• How Word-of-mouth marketing influences purchasing decision of consumers?
• Credibility of sources/narrator
• Effect of negative publicity on purchasing decision of consumer
• eWOM
Email marketing one of the very old type of marketing technique in the Online business world is one of the premium services that can help businesses reach out to clients at a minimum cost and also help achieve amazing results.
Analysis of 150 Websites Using Facebook LoginNeolane, Inc.
Neolane analyzed a sample of 150 leading websites using Facebook Login to see how they implemented it. We looked at what data was being requested as well as the volume of people using Facebook Logins. This presentation summarizes the results of our analysis.
Are Your Marketing Messages K-Cups or Carafes?Neolane, Inc.
This mini graphic or visual vignette uses a coffee analogy to illustrate the differences between 1:1 personalized messages (K-cups) and generic bulk messages (carafes).
Personalised Digital Interactions: What Reallt Works According to European Ma...Neolane, Inc.
For its second marketing survey, Neolane chose to analyze how marketers personalise their digital interactions today. More than 600 European marketers participated in the survey.
Finding Your Way with Marketing Automation Workflow [Infographic]Neolane, Inc.
Whether your organization is B2B, B2C, or a hybrid of the two, marketing automation platforms can help accelerate customer acquisition, retention, and loyalty. A core feature of these platforms is workflow: a visual interface for designing and executing campaigns, messages, and even internal processes. Many marketers are surprised by just how many things can be automated with workflow. To shed some light on the possibilities, we created this infographic.
Each subway line on the map represents a different category of automation, with the stops being specific examples. Explore the map to understand the true breadth and versatility of marketing automation workflow.
Integrated Marketing: It’s No Game [Infographic]Neolane, Inc.
Today’s marketer has the challenge (or opportunity) of reaching their customers through what can seem like an infinite number of marketing channels. To quote Spiderman, “With great power, comes great responsibility.” Marketers need to put the customer in the driver’s seat, allowing them to choose how and when they wish to receive relevant information and/or make purchases. It is the marketer’s responsibility to leverage all this available data about customers and prospects to communicate with them through these preferred channels in a manner that’s both consistent and highly personalized.
This infographic highlights some impressive integrated marketing statistics, showcasing the channels most commonly used and how customers are interacting with brands through these channels.
Abcam implements Neolane to win healthy B2B marketing resultsNeolane, Inc.
Abcam, owner of one of the world’s largest catalogs of antibodies, engages
Neolane’s conversational marketing technology to conduct high-response,
one-to-one personalized B2B campaigns
Neolane Email Deliverability Best PracticesNeolane, Inc.
David Letemple, Senior Consultant - Deliverability Expert and Jean-Michel Radiskol, Chief Deliverability Officer, Neolane
Email reputation and deliverability is a much an art as it is a science. Attend this session to strengthen your email deliverability skills and knowledge. Learn advanced technical tips & tricks to leverage Neolane’s rich deliverability feature set. Inbox rendering and monitoring, spam scoring, quality auditing, seed-list management, quarantining, whitelisting and throttling will no longer hold any secrets for you. Learn tangible and pragmatic measures to take to optimize your email deliverability strategy.
Learn more: http://www.neolane.com
The Distributed Marketing Frontier: Realizing the Dream of Truly "Glocal" Mar...Neolane, Inc.
Today's highly mobile and engaged economy rewards businesses that deliver relevant, timely, and personalized customer interactions. An engaging customer experience wins business, but managing this experience between corporate marketing and local entities is challenging. Alignment between the corporate and local marketing functions is often hobbled by lack of communication, uncontrolled use of the brand, and redundant systems and processes. How can an organization overcome these obstacles to achieve top-line growth and maximize bottom-line efficiencies?
This comprehensive white paper from Neolane explores the intricacies of delivering a consistent brand while recognizing the need to customize the brand to local target audiences. Learn how marketers can leverage a unified technology solution to steer corporate and local entities towards a common business goal; to improve the customer experience and increase sales.
EMI Music is one of the top global recorded music companies and represents artists spanning all musical tastes and genres including Lily Allen, Coldplay, and Pink Floyd.
No longer able to rely on mass marketing to drive in-store sales, EMI Music had to figure out who, exactly, was downloading its artists' music, and how to maximize communications with those consumers to strengthen relationships and drive more revenue.
Read the full case study here:
bit.ly/awwa51
New channels such as mobile deliver new opportunities, so long as you understand how to package your communications to encourage response. But marketers must bridge the gap between emerging mobile and traditional channels to most effectively interact with and engage each customer. Learn how you can successfully integrate mobile into the traditional marketing mix.
Part I: Getting Personal with Your Customers — Fighting Marketing Fatigue
1. Part I: Getting Personal with Your Customers —
Fighting Marketing Fatigue
Part one of a two-part series on automated interactive one-to-one
personalization
AUGUST 2010
2. How relevant are your marketing campaigns?
Mass mailing, mass emails or SMS blasts — ask any business to consumer
(B2C) marketing professional what they think of them and they will probably
tell you there’s been a shift away from such indiscriminate approaches in favor
of more targeted campaigns. And they’ll tell you that the main reason for this
shift is that customers are more demanding; asking to be recognized as
individuals and expecting communications to be relevant to their unique
lifestyles, wants and needs.
“Consumers are
Accordingly, in a 2008 survey conducted by the Aberdeen Group, 96 percent
taking ever more of marketers said they thought One-to-One personalization would improve
response rates1.
direct action to avoid
But despite marketers being positive about the concept of personalizing
communications campaigns, evidence suggests that in reality, marketers are not going far
enough to actually make their campaigns relevant to individual consumers.
from companies Consequently, response rates to campaigns are inexorably declining and direct
marketing effectiveness is waning.
pushing irrelevancy.” CEOs are — quite rightly — putting their marketing directors under pressure
to deliver more value from marketing investments and initiatives.
Marketing fatigue
There’s a growing body of evidence to show that the cause of the decline in
response rates is that consumers are simply fed up with being bombarded
incessantly by overwhelming quantities of irrelevant marketing material.
Research quoted by analysts Forrester Research Inc., is sobering:
2
• “Say they receive too much marketing. Two-thirds of U.S. consumers (66%)
say there is too much advertising today. Sixty-two percent say they get too
much direct mail, 66% say they get too much email marketing, and 67% get
too much telemarketing.” (see Figure [2] ).
• “View marketing as irrelevant. Only 14% of U.S. consumers agree that the
ads they see are relevant to their wants and needs, and even fewer agree
that the direct mail (10%) and email marketing (7%) that they receive is
relevant.” (See Figure [1] ).
“Indicate how much you agree or disagree with following statements regarding
advertisements over.”
Strongly agree [5] [4] [3] [2] Strongly disagree [1] N=
The ads I see are
relevant to my
personal wants 5% 9% 40% 30% 17% 4,545
and needs
The direct mail I receive
is relevant to my want 3% 7% 26% 30% 35% 4,609
and needs
The marketing emails I
receive are relevant to 2% 5% 19% 26% 48% 4,506
my wants and needs
Base: US adults
(percentages may not total 100 because of rounding)
Source: North American Technographics® Media, Marketing, Consumer Technology, Healthcare, And Automative
Benchmark Survey, Q3 2008
53621 Source:Forrester Research, Inc.
Figure 1: Consumers Don’t Believe That Marketing Is Relevant
2 AUGUST 2010
3. These results suggest that people are suffering from ‘marketing fatigue’ as a
result of the incessant and too often irrelevant product campaigns blasted at
them.
The consumer’s first reaction is — no reaction! They simply don’t pay attention
to communications from companies that have not won their trust through
always being relevant, and they don’t buy the products promoted. Consumers
are taking ever more direct action to avoid communications from companies
“One-to-One pushing irrelevancy. They opt out and register with do-not-call lists. In the case
of marketing emails, they block them as SPAM. At worst, when their patience
campaigns target runs out, consumers may reject not just a brand’s direct marketing, but the
brand itself.
the customer’s
If marketers really are attempting to personalize campaign communications, then
current situation, the only conclusion to draw is that what they are doing really isn’t working.
Evidence suggests that quite typically when marketers talk of personalization,
their expressed what they mean is ‘segmentation-based personalization,’ meaning that all the
customers belonging to a segment selected by the marketer will receive the
and implied wants same message and offer. Sure, the customer’s own name might appear at the
top, but that’s all that is truly individualized. In the 21st century, customers are
and needs.” savvy and expect a lot more before being prompted to engage.
Marketers who do not pay heed to the voice of the customer and simply
continue to target them with irrelevant messages and campaigns, do so at
their peril. Such campaigns are counterproductive and unlikely to pay back.
Pushy sales pitches turn customers off; but personally relevant and interactive
conversations switch them on.
The One-to-One Personalization Era Starts Today
One-to-One personalization has long been held up as a kind of marketing
nirvana — an idyllic state where the brand can hold personal relationships with
potentially millions of customers. Here, well considered offers are presented as
a part of natural customer marketing conversations. One-to-One campaigns
target the customer’s current situation, their expressed and implied wants and
needs. Messages are timely and relevant for the customer and they deliver the
desired results for the marketer. But just how far away are marketers from this
holy grail?
Levels of personalization
There is evidence that five degrees of personalization exist today within
marketing organizations:
• Mass emailing, where one message is sent to all.
• Name based personalization (or light personalization) is superficial. The
customer’s name is typically placed at the top of what is otherwise the
same message sent to all recipients. Customers can see through this and
quickly tire of opening messages that are still no more relevant in content.
• Segment based personalization (or medium personalization), goes one step
further. It hinges on selecting often very large target groups, then creating
one message for each group. All of the people in each target segment
receive the same message. Even though each customer is an individual and
has their own relationship with the company — their own preferences, and
interaction history — none of that is referred to in the communication they
receive.
3 AUGUST 2010
4. • One-to-One personalization (or heavy personalization), comprises content
that is specific and relevant to the individual customer. It’s drawn from a
detailed and living profile of the customer, their profile, behavior, needs,
wants. Name and address, offer content, partner offers, branding and layout
can all be adjusted to provide a best fit for every individual customer.
Communication channel used and frequency of contact is respectful of
customer preferences as well. Increasingly marketers are willing to shift to
One-to-One personalization.
“Pushy sales
• Interactive One-to-One personalization. This applies the One-to-One concept
pitches turn to interactive channels, enabling content delivered through web pages and
online assistants (avatars), for example, to be personalized in real-time
customers off; while being consistent with messages delivered through other channels
but personally Aberdeen has observed the proportions of organizations practicing these
various degrees of personalization:
relevant and Level of Personalization Percentage Currently Using
interactive Mass emailing 43%
conversations Light personalization 63%
switch them on.” Medium personalization 33%
Heavy personalization 16%
Figure 2: Personalization Trends in emails (Source: Aberdeen 2008)
The reality is that when marketers say they are practicing personalization,
they are usually referring to ‘light’ or ‘medium’ personalization. i.e. name or
segmented personalization. Only 16% of marketers are actually using One-to-
One personalization (Heavy personalization) to tailor their messages to
customers’ needs.
Does One-to-One Personalization work?
There is evidence to support the concept that as personalization increases,
marketing fatigue falls and conversion rates increase to a model approximated
by the following diagram:
Conversion
Rates
Value ROMI
Interactive
One
-To-
One One
-To-
One
Segment
Name
None
Maturity Fatigue
Timeline
Personaliztion Sophistication/Maturity
Figure 3 (Source: Neolane, Inc)
4 AUGUST 2010
5. The evidence for this concept comes both through market research and
through empirical observation.
Market research evidence
According to a survey reported in Print Week3:
• 70 percent of UK adults say they are 5-10 times more likely to respond to
‘properly personalized marketing’ compared to superficially personalized
Conversion rates direct mail.
improve by • 66 percent of UK adults say they are more likely to respond to direct
marketing that reaches them at the right time.
22 percent when An independent analyst firm4 has also conducted research that suggests that a
move from segmentation-based marketing to One-to-One personalization can
shifting from makes a tangible difference. The findings suggest that:
segmentation based • Conversion rates improve by 22 percent when shifting from segmentation
based personalization to One-to-One.
personalization to
• Customer retention rates improve by 60 percent when shifting from
One-to-One.” segmentation based personalization to One-to-One.
Empirical evidence
There is an increasing amount of experiential evidence from companies that
have made the switch:
• Accor Hotels: The world’s fourth largest hotel group increased online
revenue by $200 million. A survey of customers revealed that 35 percent of
newsletter subscribers were directly influenced in booking a room by the
personalized communications they had received.
• EMI Music (France): In 18 months, EMI improved it’s digital revenue and
tripled its customer database size when it personalized the content of artist-
to-fan communications via email, mobile and social.
• Sephora: The beauty chain with 500+ stores worldwide doubled response
rates when it switched to personalized-content direct mail.
• Bales Worldwide: The luxury travel operator conducted a champion/
challenger campaign comparing segmentation versus One-to-One based
personalized emails. It measured an increase in conversion of 100 percent
and a tripling of brochure mailing responses. The firm credits campaign
personalization with delivering a five percent revenue growth.
• AXA Bank: Personalized approaches raised opening rates of loyalty emails
to 60-80 percent and achieved a 5-10 percent conversion rate.
• DigitalGlobe: The satellite imagery provider improved email opening rates
by up to 15 percent and reduced opt-outs to 0.33 percent.
5 AUGUST 2010
6. The way ahead
To reach customers in ways that they accept and prompt positive responses,
campaigns must be relevant. Content and timing must be individualized to
each customer’s circumstances and it must be consistent and coherent across
all channels — direct mail, email, mobile messaging, call center, Web and
social media. There is an increasing body of survey and case study evidence to
prove that One-to-One personalization is the answer: evidence that conversion
rates leap as relevancy is improved.
Companies must get more personal with their customers and marketing
technology now provides the answer.
We invite you to learn more about how Neolane can help your organization
fight marketing fatigue. Contact Neolane at +1 617 467-6760 or visit
www.neolane.com. Please look for the second installment of our series,
“Getting Personal with Your Customers – Beyond Segmentation,”
available soon.
About Neolane
Neolane provides the only enterprise marketing software specifically designed to
manage, automate and optimize programs across traditional and emerging
channels including direct mail, email and mobile. With Neolane’s cross-channel
marketing and lead management solutions, marketers can manage campaigns,
resources, customer data and analytics from a single platform to dramatically
improve effectiveness and ROI. Built by marketers for marketers, Neolane is used
by more than 240 of the world’s leading companies including Accor Hotels,
Alcatel-Lucent, Orange, and Sephora.
1 “Email Marketing — Get Personal with your Customers,” Aberdeen Group, June, 2008
2 “Marketers: Stop the Abuse! Adopt Preference Management,” Forrester Research, Inc., July 2009
3 Print Week: GI Direct survey: Properly personalized direct mail boosts business, March 2009
4 Aberdeen 2008 — ‘Email Marketing: Get personal with your customers’
Neolane, Inc.
One Gateway Center - 7th Floor
300-334 Washington Street
Newton, MA 02458
Office: +1 617 467 6760
Fax: +1 617 467 6701
info@neolane.com
www.neolane.com
United States
United Kingdom
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Copyright 2010 Neolane, Inc. All Rights Reserved
This research brief is for informational purposes only. Neolane, Inc. makes no warranties, expressed or implied, in
this document.
Neolane is a trademark of Neolane Inc. in the United States and other countries. All other trademarks contained
herein are the property of their respective owners.
7 AUGUST 2010