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Marketing With Privacy In An ROI World


The terms “consumer privacy” and “marketing return on investment” do not always elicit a positive response from CMOs. How can a marketer achieve more return when their target audience continues to shrink either through opt-outs, government regulations such as Do Not Call or CAN-SPAM, or internal do not contact databases developed from irritated customers.

Privacy requests and preference management requires an introspective view as an opportunity to market more succinctly and with more efficiency to consumers. Preference management is at the core of any successful data-driven marketing campaign as the consumers are actively telling you how they want to be communicated with.

Consumers want to engage with your brand and your marketing message, but only through the channels that they can control and manage. Sales and marketing teams should leverage this valuable information that each individual has provided as a way to target the message to improve sales. Marketing efficiency should increase as the brand message is focused on the channels requested by the consumer. Companies should leverage the unique aspects that each channel provides to help improve conversion rates and consumer engagement.

Marketing waste also decreases as channels that were not effective in reaching a specific consumer are dropped which saves marketing dollars to spend elsewhere. Why telemarket to a consumer that has asked to receive only emails about your product?

Using these channels to create engaging relationships with your brand is what then creates the coveted ROI. Knowing which channels to deliver the right marketing message yields a higher return and better revenue opportunities. Another benefit is improved and measurable customer engagement. Customer satisfaction rates increase because consumers appreciate the respect provided to market in the indicated channel. Over time, as the engagement improves, the consumer may open up closed channels as they value the continued conversation with your brand.  

By managing and appreciating the privacy and preference management requests of each individual consumer, the marketing organization has an opportunity to collect and embrace the communication requests of that consumer.

About the Author: 

Brad Schorer is the VP & General Manager of PossibleNOW Marketing Solutions.
 

Customer Experience Marketing: What You Need To Know For Success


CEMSummit2012.comIf you have read my previous blog posts, you know that I am passionate about the role that preference management, personalization and privacy play in successful marketing strategies.

It’s one thing to put my thoughts and opinions on paper; it’s quite another to decide to put my passion into action. That’s why PossibleNOW is pleased to host the first annual Customer Experience Marketing Summit to be held September 19th and 20th in Atlanta. The tag line for the event – “Where Preferences, Personalization & Privacy Come Together” truly sums up what this conference is all about.

If you are an executive involved in any aspect of marketing — including customer engagement and experience, customer loyalty, customer retention, database marketing, and direct marketing — then this is an event you must seriously consider attending.

CEMSummit2012 Speakers
Click on Image to View Speakers
The Summit speakers are thought leaders from companies such as Coca-Cola, Symantec and Intuit who will share actual experiences and case studies with you. In addition, renowned marketing expert and author, Ernan Roman, will conduct two key sessions with fresh content that’s never been presented at a conference.

The Summit environment offers a variety of learning experiences including panels and roundtable discussions on the hottest topics in customer experience marketing. Of course, there will be plenty of time to network with your peers.







For more details and registration information, visit the Summit web site at www.cemsummit2012.com. Space is limited, so I encourage you to register early.

If you have any questions, feel free to leave me a comment or contact cemsummit@possiblenow.com. Future blog posts will provide more details on this educational and innovative event.

I hope to see you in Atlanta in September!




About the Author: 
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 

How To Manage Consent In Mobile Marketing


My most recent blog touched on the topic of consent management and the looming challenges facing mobile marketers.

Consent management in mobile marketing will be critical with the recent Federal Communications Commission amendment to the Telephone Consumer Protection Act regarding prior express written consent. This new regulation requires that a company obtain prior express written consent from a consumer before using an automated dialing system to deliver any type of advertisement or telemarketing call, including prerecorded messages and text messages, to a mobile device.

Even companies who have previously marketed to their customers’ mobile devices using implied consent (such as responding to an inquiry submitted from a web site form) must now obtain prior express written consent. Any solicitation prerecorded messages to be delivered to any residential phone line will also require prior express written consent.

These new prior express written consent standards could severely impact your ability to reach consumers who have given up their landlines and rely solely on mobile devices. In fact, a recent study by Pew Research Center showed that 46% of Americans now have a smartphone of some kind while two in five adults (41%) own a cell phone that is not a smartphone.

So, how can marketers comply with the new prior express written consent rules?

One technology solution that is currently available helps solve this issue by capturing an e-signature. As a visitor to your web site enters their phone number into an online lead collection form, the application sends a web services call to the vendor’s database to determine if the phone number is a landline or wireless. If it is a wireless phone number, an e-signature form displays the appropriate disclosure language and allows the capture of a valid e-signature for prior express written consent.

If the application determines that the phone number is a landline, the information can be captured and saved for later use to show an established business relationship with the consumer,

Be sure to look for a solution that can be easily expanded into a full multi-channel enterprise preference management solution.

How do you plan to manage consent with your mobile marketing efforts? Share your thoughts and ideas on this topic!

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 

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