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Monday, April 9, 2012

Why Marketing Boils Down To Preferences

Remember the scene in the movie, Forrest Gump, where the character, Bubba, rattles off all the different ways to prepare shrimp? The list went on forever!

The same can be true for marketing. There’s direct mail marketing, email marketing, B2B marketing, B2C marketing, interactive marketing, multi-channel marketing, mobile marketing — and the list goes on and on.

Each of these types of marketing has best practices guidelines to help you meet your goals and objectives. Yet, marketing success often boils down to preference management. The best-crafted email or direct mail pieces are worthless if the content is not relevant to the recipient or is not delivered by the preferred communication method.

Many marketers may simply be confused about the concept of preference management and how it can work for them. The task of collecting and organizing consumer preferences may seem daunting. On top of all this is the need to honor compliance legislation requirements such as CAN-SPAM, Do Not Call, wireless consent rules, and text messaging rules.

The use of technology and marketing solutions such as marketing automation, web analytics, social media tools, and customer relationship management have been around for some time. Unfortunately, marketing data can end up in “data silos” all over the organization which makes it difficult to make the data actionable.

Using an enterprise preference management tool with your existing marketing applications can enable opt-ins, handle opt-outs, and ensure compliance with multiple regulations. The preference management application helps you deliver the right content to the right audience by the preferred communication channel. A good preference management solution can integrate with and leverage your existing technology investments.

What do you think? Let’s hear your comments!
Scott Frey is the CEO of PossibleNOW and CompliancePoint. Scott leads the strategic mission to maintain its leadership position in global direct marketing compliance by closely monitoring changes in consumer privacy legislation, industry trends, and delivering innovative products and services to meet client’s needs.
 Follow me on Twitter: @ScottFreyPN | Connect on LinkedIn: Scott Frey 


  1. Using technology for marketing is a big advantage however, I still see a strong effectiveness from direct mail marketing especially for small businesses who have a smaller target audience. It is best to mix and match the old and new ways to market.

  2. Good point, Maylie. No matter how you market – whether it is direct mail, email, phone calls – it helps to know and honor the desired communication preference of your audience. That’s how technology (and a persistent preference center) can help.