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Companies investing in |
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marketing automation |
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recent Forrester Research survey found that marketing automation is
not dead. More companies are planning marketing automation initiatives than any other technology mentioned in “The State of Marketing Technology Adoption.” In fact, 36 percent of firms surveyed responded that they are currently planning a marketing automation initiative. This can include investments in marketing resource management (MRM), which reduces waste from unused marketing content. Forrester surveyed 111 marketing executives from industries including financial services, retail and travel. The research firm predicts a 10 to 15 percent growth in the market over the next three years. |
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Senior execs reveal |
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ignorance of customers |
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he overall relationship between company and customer is getting worse, according to the 2004 annual survey and Customer Experience Management
(CEM) report from Strativity Group, Inc., in cooperation
with CustomerSat, Inc. According to the study,
59 percent of senior executives claim they do not deserve customer loyalty. Despite widespread knowledge of the value of existing relationships, companies are ignorant to the costs and revenues associated with their customer relationships: 83 percent did not know the average annual value of a customer, 89 percent did not know the cost of a customer complaint and 62 percent did not know the annual customer retention rate.
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Color options spur |
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growth of digital printing |
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igital printing is not yet mainstream. In North America, digital printing currently accounts for just 18 percent of the total print volume, according to InfoTrends/CAP Ventures. But the research firm predicts the retail value of print-on-demand will grow by 13 percent annually to $61 billion worldwide by 2008. Color digital printing is the main growth engine — the ability to print in color quickly, cost-effectively and sometimes personally. Digital printing presses enable shorter print runs with faster turnaround and high-quality reproduction. And the application of variable data printing — personalization
of different elements based on audience data — promises to be a major component in the realization of true one-to-one communications.
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