Next GenerationTM Direct Marketing
For effective channel selection based on deeper insights into customer attitudes and behaviors, First Marketing offers a new proprietary program called Next Generation™ Direct Marketing. Next Generation is an integrated system that utilizes data analytics, psychographics and attitudinal research to drive the creation of personalized consumer sales messages with multichannel delivery options, as well as multiple channels for response and trackable metrics to measure return on investment. Next Generation Direct Marketing creates and delivers sales messages with maximum relevance for individual customers.
Uncover attitudes that drive channel preferences
Mailboxes coast to coast are stuffed with direct mail, and e-mail offers crowd the junk folders on most of our computers. Many of these end up in either the 3-D or electronic trash can. Targeting consumers with products and sales messages tailored specifically to meet individual needs will boost open, response and conversion rates. However, to truly maximize results, you must select the right communications channel for each customer based on real insights into the distinct and identifiable attitudes that drive different behaviors and different channel preferences.
For example, your research may uncover one group of consumers with a strong need for control. In the financial industry,
consumers who have this attitude will often be voracious users of online banking services and may prefer to receive sales messages electronically by e-mail or even instant message.
In contrast, a consumer whose attitude shows a lack of self-confidence about financial matters may frequent the branch
office and prefer a face-to-face consultation or a phone call about new products or services. It isn't enough to research consumer attitudes once and apply that information to all product offerings. Attitudes can change depending on the product. Consumers with a need for control over everyday banking services may be much less confident about their investments and may prefer a one-on-one consultation with an expert advisor to an e-mail solicitation for an investment product. Begin by using multiple communications channels and continually tracking response rates to ensure that your channel selection is most effective for reaching targeted consumers with relevant sales messages across product lines.
Offer consumers a choice of response channels
In addition to using the consumer's preferred channel for receiving communications, offer multiple channels for response in your call-to-action. Providing a reply card, a telephone number and a Web site or e-mail address as options lets consumers choose and gives you additional insight into their preferred communications channels.
What's next?
Interested in finding the most effective channels for reaching consumers? Get more information about Next Generation Direct Marketing through the channel you prefer:
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