Wednesday, November 26, 2014

Do You Know Your Customer’s Birthdays?


We’ve all done it. Life is hectic and sooner or later we’ve forgotten someone’s birthday. It’s a terrible feeling because we know it makes that person feel unimportant. If it’s a coworker, you can usually repair the damage with a free lunch. If it’s a spouse, it may be a much more expensive proposition. But in either case, we act quickly to emphasize how much we really care.

Now consider this: according to a recent survey from retailer research agency Conlumino, a whopping 52 percent of Millennials believe brands should remember their birthdays. It’s a surprising data point from research on more than 3,000 adult online shoppers in the US and UK.


We talk a lot in this space about the importance of personalization, but birthdays? Really?

Really.

Here’s why I love this stat: we spend a lot of time thinking about how much information a consumer might be willing to share and how we can leverage that data to better position our products and services. But we don’t think nearly enough about social and emotional impact of our work and how it plays into loyalty and engagement.

The simple truth is that Millennials expect companies to wish them a happy birthday. They’ve shared that information, along with their likes and dislikes, wish lists, dream vacations and more. And if the point of customer engagement is to form a sort of friendship, shouldn’t we remember their birthdays along with purchase history and billing information? It only seems fair.


Have you forgotten your customer’s birthdays? If so, what do you plan to do about it?



About the Author: 
Rob Tate is the Director of Enterprise Sales at PossibleNOW.






Tuesday, November 25, 2014

New Webinar: How to Use Customer Data for Targeted Marketing

Mark your calendars! On Thursday, December 4 at 2pm EST, PossibleNOW Chief Strategist Eric Holtzclaw and special guest Ken Robbins, President of Response Mine Interactive, will appear via webinar to talk about the right ways to collect customer data. Using targeted marketing success stories and market research, Holtzclaw and Robbins will offer insight into how knowledge gained from customer data is used to build targeted marketing, inform marketing spend and drive top and bottom-line results.


Eric V. Holtzclaw
Chief Strategist, PossibleNOW and author of Laddering: Unlocking the Potential of Consumer Behavior


Ken Robbins
Founder & President, Response Mine Interactive, an award-winning digital agency that helps clients acquire more customers using direct response digital marketing.






In just one hour, you will learn:
  • Techniques for collecting customer data
  • How to translate customer data into knowledge that informs your marketing campaigns
  • Tips for measuring and reporting return

 Register today to reserve your spot for this free presentation.


For more information, please call (800) 585-4888 x1034 or e-mail webinars@possiblenow.com



Eric Tejeda is the Director of Product Marketing for PossibleNOW and CompliancePoint. Eric supports the organization’s growth objectives by productizing and launching innovative new products and services that fill critical needs in the marketplace. 

With 25 years of experience, Eric firmly believes that permission-based marketing and preference management is a mega trend and the path to success for marketers today. 

Follow me on Twitter: @EricTejeda | Connect on LinkedIn: Eric Tejeda

Monday, November 24, 2014

Forrester Research Predicts Preference-Driven Customer Personalization in 2015

Forrester Research analysts Luca Paderni and Shar VanBoskirk recently offered some interesting 2015 predictions for marketing professionals. The brief includes a special section on preference management where Paderni and VanBoskirk explain:

“Brands that want to better understand their customers’ needs will finally accept that asking how they want to be communicated with is often better than guessing.”

It’s an interesting observation not for it’s central point – the need for preference management is now commonly accepted – but instead for the way it was phrased. If you read it closely, you’ll notice that the actual prediction is that brands will “finally accept” the necessity of sharing control of the conversation. It’s a subtle difference but one that echoes our experience of working with companies that face complex personalization and engagement challenges. Many companies recognize the need to power their personalization efforts with preference management but not all have accepted that realization with budgeted and actionable projects. In essence, Paderni and VanBoskirk believe 2015 will be a year of widespread acceptance.

The section concludes (not surprisingly) with a bold prediction: “In 2015, preference management will takes its place as a key item on the marketing road map.”

With all due respect to the fine folks at Forrester, we believe the marketplace has been ahead of the analyst community on preference management for some time. As preference pathfinders, we’ve been on a long journey of education, awareness and acceptance with enterprise-level companies for years. And we’ve seen many accept the challenge already.


As for 2015? Your guess is as good as mine (or Forrester’s) when it comes to adoption of preference management. But if 2014 is any indication, we’ll have a very busy year. 



Eric Tejeda is the Director of Product Marketing for PossibleNOW and CompliancePoint. Eric supports the organization’s growth objectives by productizing and launching innovative new products and services that fill critical needs in the marketplace. 

With 25 years of experience, Eric firmly believes that permission-based marketing and preference management is a mega trend and the path to success for marketers today. 

Follow me on Twitter: @EricTejeda | Connect on LinkedIn: Eric Tejeda