Are these Channels “DEAD?”

Are these Channels "DEAD?"

It seems like soooooo many articles/emails/ebooks/Facebook videos are titled something along the lines of: “blank” is dead. Or “Why the new ios update is going to kill email marketing.” Or “3 stats that prove print and mail is dead.” But it is? For the most part those titles are just clickbait, and the content just proves how it is very much not dead.

So, let’s take the three most common “dead” or “dying” marketing channels and see how effective they really are.

Email Marketing

I probably get an email once a week proclaiming the end of email marketing.  How can email marketing be “dead?” Statista estimates that close to 320 BILLON emails will be sent every day in 2021. On average, office workers receive 127 every day. And a Forbes article from last year suggested that “every person needs at least four email accounts” for security reasons. However, quantity of emails is one reason some say that email marketing is losing its effectiveness as a marketing channel. Is that true?

Email is often one of the main touch points a brand has with a consumer and many younger consumers prefer to communicate with brands with email. Even email that’s clearly from a mailing list still feels like a direct conversation. Which contributes to email’s engagement rates. Across industry’s email average click-through-rate is 3.71 and the average open rate is 22.9. Although that may not seem like a lot, Facebook, Instagram, and twitters combined average engagement is only 0.58.  

Part of the reason email gets better engagement rates is because with email, the message is directly reaching who it’s intended for.

Print and Mail

The death of print and mail has been predicted since the beginning of email. Probably even before then. One of the very first articles in our Weekly Vibe newsletter was called “Print’s Not Dead, Right?” It wasn’t in March 2020, and it defiantly isn’t now.

Direct mail average open rate is somewhere between 68 and 90%, which is double, triple, or quadruple the average open rates of other marketing channels. Do people who open direct mail actually purchase? Yes! On average people who receive direct mail purchase 28% more items and spend 28% more money!

quotes and headlines asking is Email Marketing, Print and Mail, or Cold Calling is dead
All these quotes and headlines are from articles I’ve seen the last 24 hours!

Why is direct mail so effective? It comes down to fact that we (humans) like getting mail. 41% of Americans of all ages look forward to getting their mail every day. We still want very real things in our hands, which is something totally lost in email inboxes or on social media. That tactile connection translates into 💰.

Cold Calling

Cold calling is another one of those things that’s been “on its way out” for years! Why is sticking around? At this point, an actual person to person conversation is a novelty and stands out against digital interactions. And sales, more than anything, based on connections and communications. It’s a lot easier to ignore an email than a ringing phone. It can also be harder to say no to a real person who you can actually hear.

If you add cold calling as part of your omnichannel marketing, work on your pitch, and be prepared to fail, you may be surprised at how effective it is!

What is your favorite marketing channel or tactic that’s been “dead” for years?

 
 

What Tasks Should You Delegate To Other Businesses?

Our podcast, BeGrowthDriven, this week was all about things that are valuable to delegate to other businesses. Here the 5 things that we (and our guest Joe Camacho) found to be at the top of the delegation list!

Why Delegation?

We aren’t talking about just task delegation here. The delegation we are talking about is bigger than that. It can be easy an entrepreneur to try and wear all the hats yourself. We get that. However, there’s a lot of things that aren’t, uh, necessarily in your wheelhouse that can suck up a lot of time and effort. Delegation or farming out those tasks can free up your time so you can focus on the things you need to do to grow your business.

Dalegate tasks gif

A lot of people hesitate to delegate some of these tasks because they think that if take care of it themselves, it will save money. That’s not always true. Sometimes short-term saving has long term costs.

Obviously, every company has different specialties so the tasks that need delegating will be different. However, these 5 are things that often fall into the category of thing that small companies try to do themselves and then up regretting it later.

#1 All the IT stuff

In this digital age, some IT services are a requirement. If you don’t know how to set up behind the scenes of a website or cloud services, it can be very time consuming (and expensive) to learn. There are so many companies and entrepreneurs who focus on IT services and management. They can help! Having it don’t right in the beginning will make it easier for the future.

#2 Compliance

Every year more and more regulations are added to the internet. Regulations about data usage, cookies, accessibility, etc. There are even more regulations if you are in specifics fields such as the medical and health industry. If you break a rule you didn’t even know was there can have serious consequences! Delegating compliance services to a specialist makes sure you don’t have any nasty surprises down the road.

#3 Branding  

Branding is more than just a logo. It’s the entire outward facing personality of your brand! It can be difficult to look at your brand objectively, which is one of the reasons while delegating branding is a good idea! A graphic designer or branding agency knows the right questions to ask to help you figure out who your brand is. And they know all the technical things that need to happen to make sure your branding has the pieces you need to grow your business.

Delegate Branding

#4 Web Design

There are soooooo many free (or cheap) web design tools out there and honestly, some of them are really great! However, designing a website can be a lot more complicated than it appears. There’s a lot of technical aspects behind the scenes. Things like DNS and Domain Hosting are time consuming to learn how to set properly. Web design can be overwhelming and frustrating if it’s out of your element and might be worth delegating.  

#5 Digital Advertising

Digital advertising is a massive field. There’s digital display, and programmatic adverting, and social media. There are entire agencies that do only Facebook ads! It can be difficult to know where to begin with online advertising: What software should you use? What’s the right channels for your business? What creative will work best? How much money should you invest? Where should you send the traffic you acquire? Delegating your digital ads will help you make money!

Some of these tasks we do for clients but others we delegate out ourselves! The key is to know what’s the best use of your time.

Did we miss any good tasks to delegate? Let us know!


Let’s Talk First Party Data

First Party Data

We talk about First Party Data a lot. What it is?  

First party data is data that your company has collected directly from your audience which is made up of customers, site visitors, and social media followers. “First party” refers to the party that collected the data firsthand.  

First Party Data is collected from the people you have the most to learn from: your current customers!  That makes the data as reliable as possible. 

How can you collect first party data?  

You can attain first party data from your CRM, surveys and subscription-based emails or products. This is also where Google and Social Media Analytics are important.  

Google Analytics has a massive list of capabilities and ways to track website data. Using tracking code, Analytics collects information about the way the website was used.  

Such as:  

  1. Time of visit 
  2. Pages viewed 
  3. The time spent on each page 
  4. What browser and OS are being used 
  5. Referring site details 
  6. Network location and IP address. 

This information can help you see where (and how) traffic is following to and through your website. Google Analytics also has a lot of other tools such as URL Builder that make it easier to track customer data.  

Social media analytics are helpful for flushing out the demographics are your most engaged customers.  What can you learn about customer from social media? Here’s are some things you can learn: 

  1. What platforms your customers prefer to engage on 
  2. What content do your customers enjoy most 
  3. What type of campaign or advertising works for them? 
  4. Do they have any other hobbies or interests? 
  5. More specific customer demographics, such as age or gender 

It’s also super important to connect as many touch points to your customers as possible. The more ways you have to interact with the customer the more likely they are to become a repeat loyal customer. Think about the companies you follow on social media. Have you bought from them? More than once? Are you loyal to them? Do you agree with their mission and goals? Following companies on social media feels like a personal one-on-one connection and generates loyalty.  

Organization is Key

The next step of having/using first party data is organization. Having important information about your customers and leads doesn’t do much good if you can’t find it or if it’s connected properly. No matter what size your business is, having a CRM is key. The days of using a Rolodex are long gone. Now there a lot more channels of data to connect to a contact. 

For example, in our CRM we keep track of more than just name, company, phone, and email. Our CRM keeps track of what social media we are connected on and any times the contact has engaged with us. We have it set up so that the CRM assigns a number value to actions a contact or lead can take, such as opening emails, clicking links, liking a post, and any orders.  

How does all that information benefit us?

There are many ways! For one, we can use the information we have to target or retarget contacts, leads, and prospects. We can try different channels and types of touches until we find which one they respond best to. Having more than one channel connected to each contact makes multichannel campaigns possible.  

The other advantage to First Party Data is that you can collect data and analytics about your customers from the channels you are using to constantly to learn more about your demographics and your customer’s buying habits. The more channels you use the easier it will be to learn about your customer. Then the more customers you have the more information you can learn about your potential target audience. You can use a Look-A-Like to build a list of potentials you can target based on information on your current customers.  

What ways do use First Party Data?  

Here’s how First Party Data might the key to the future cookie-less world.  


How Can You Increase Sales Volume?

Sales Volume

We all love talking about the big sale accomplishments, the brag worthy sales. But the day-to-day is often defined, not by the amount of a sale, but by the quantity of them. How can you increase sales volume?

Technically, sales volume is the percent of units sold within a period of time. Companies use sales volume to see what products are selling successfully.

What are some ways to increase sales volume?

  1. Know your product. Do you know all the things that make your product superior to your competition? Why should a customer choose your product? What’s your elevator pitch?
  1. Focus on the benefits? All buyers have only one question: Does this solve my problem? They want to know that what they are receiving will benefit them and be worth the exchange of time and money.
  1. Sell to the right prospects. If your sales volume seems to be decreasing it may be a good time to reevaluate your target audience. It is also a good idea to get an updated a list.
  1. Understand your customer’s problems. What problems are your target customers trying to solve?
  1. Work with your marketing team. Your marketing team will be able to create content and structures to support your sales volume.
  1. Remember, time is money. Increasing your sales velocity or the amount of time it takes a prospect to move through your pipeline will positively impact your sales volume.

What ways have you found successful in increasing your sales volume?  


Save 80% Time & Money: How to Market to the Crucial 20%

Target AudienceWouldn’t we all like to save 80% of our time, money and marketing effort, while getting 10 times or even 100 times the results?

However, that’s just what Cara accomplished. Let’s see how she did it, and how easily you can do the same.

Starting out, Cara did what most failing marketers do… she found a “deal” renting a cheap list of 5000 prospects for 20 cents per name. It cost her an extra dollar per person to get the offer in front of her list. Total cost: $5500. Since 40 people bought her product at $100 profit each, she got $4000 back for her effort.

Poor Cara. She lost $1500 on this campaign. (Okay, I rounded the numbers, but this is really close to what happened.) Sadly, she thought her target audience should be “everyone interested in my product.” But the school of hard knocks really motivated her to take a closer look at buyer personas and exactly who her ideal audience is.

“What things do I need to look at to find my ideal customers?” Excellent question, Cara.

Fortunately, she found a great data provider who guided her through modelling tools and buyer propensities. Cara selected a list of only 500 prospects. Sure, these extra data analytics cost $2 per name instead of 20 cents each. Was it worth it?

Well, considering she spent the same dollar per person to get her offer in front of the new list, her total cost was $1500. This time, she sold to 30 people, making sales totaling $3000. Yay for Cara! This time, instead of losing, she doubled her money.

Really though, she saved 73% of her marketing cost. And she converted 7.5 times as many prospects into sales. But, you may say, how could you get 100 times the results? Another great question.

We’ve all heard of Mr. Pareto. The original 80/20 guy. Truth is, his principle can be applied to itself. Not only will 20% of your best prospects give you 80% of your profits… The top 4% of your prospects will give you 64% of your profits. (20% of 20% and 80% of 80%.)

Wow.

So, if you can identify the top 20% of your best prospects, you can really be 16 times more profitable. And if you identify the top 4% of your prospects…wait for it…you can be 250 times more profitable . If you are not following this formula, “you are leaving millions on the table,” says Brian Kurtz, Executive Vice President of Boardroom Inc. and leading direct marketing expert.

Don’t think it’s that valuable to niche down this much? Look at Amazon. They specialize in one tiny niche after another. And even a decade ago, that’s how they sold 50% of their books. Even small businesses can compete with large companies by targeting a smaller niche like this.

How can you make this easy for your business?

Target Audience 2Let’s say you’re the Dallas Cowboys. Most fans will get into the stadium for $19. Some of them will get $1000 season tickets for the mediocre seats. Only a few will get the $10,000 seats near the 50-yard line. And a tiny fraction of them will dish out far more money than this to enjoy the ultra-exclusive sky boxes. How much will a raving football fanatic (with money) spend on football? A virtually unlimited amount. You want to find THIS kind of people. And you CAN (and should) find them.

Even if you’re only the company selling the peanuts.

Ask yourself about demographics: Who are your best customers? How old are they? Where do they live? What about their gender, income level, education, family/marital status, occupation and ethnic background? Now, ask yourself about their motives. What makes them buy? What is their personality, attitudes, values, interests/hobbies, lifestyle and behavior?

How can you know this stuff?

It’s not as hard as you might think to learn the right way to use a propensity modelling tool. Or some brand new (and yet relatively inexpensive) methods to give you real behavior data on your ideal customers.

Stay tuned.

Or better yet, call us. We’re happy to walk you through our tools right now.

Click here to learn more

Why Is It So Hard to Get a Good Marketing ROI?

Buyer Personas

Michael stood in front of the screen – palms sweaty and dreading the result – only to stare in shock at the number in the email.  Just two measly sales… after all the cash he’d poured into this one marketing effort.

“How could I be so wrong? Will anyone trust me again?”  If you’ve ever felt the anxiety bleeding through your team after a campaign like this, you’re not alone.

And fortunately, this nationwide homebuilder learned the big reason why they (and so many others) flounder so miserably with their marketing.

Knowing your audience is the key.

It seems this simple idea is pounded into us from every angle.

Companies “think” they understand.

They listen to the experts and read the articles.  Yet when they send out offers to people, it’s obvious they really don’t know their audience.  We hear about lookalike audiences, buyer personas and modeled propensities.  It’s a great idea: reach your best prospects – the ones most like your best existing customers.  And if it’s done right…

Michael decided on a short consultation and to try our data. He was a little cautious though, probably even a bit skeptical.  “Let’s aim for 4 sales.”

When he got 12 sales and made $13.64 on every dollar he spent, Michael became a believer.

Knowing your audience is just this powerful.

And without a doubt, it’s the first step to make your marketing efforts effective in 2018.

How does it work?  You start by sending a spreadsheet or list of your current customers. Maybe all you have is just their names and addresses.  Likely there’s quite a bit of information on your customers. (In the sample below, we found data on 85% of our client’s customers.)

Sure, quite a few data companies could tell you the marital status, number of kids and simple demographics on your customers.  But what about their political preference? Their hobbies? The way they connect to the internet? Their health, income, vehicles, even how they use their credit cards?  (Obviously, due to privacy we can’t learn some of these things directly.)

If you analyze dozens of factors like these – with your best customers – you’ll start to see amazing trends.  You can even see why they buy, and when.  More than this, what if you could search through 250 million people, using these same factors?

You could find a CROWD of people with the SAME motives and timing.

Imagine what this can do for your sales and profits.

In the sample report below, notice these prospects are labeled “Best performers.” And there are 1.3 million of them.

 

Buyer Personas Report

Focus your best marketing efforts on these people.

And of course, this number could be narrowed down even further – even more targeted.  For example, by using pre-defined propensity models, you can learn even more about people and how likely they are to behave like your existing customers.

Want to reach more people? No problem. There are 9.4 million “Undecided prospects.”  People where some of the factors match, but they are less likely to buy than the “Best” ones.  You could target them with a different kind of offer.

This is what an augmented lookalike report can do for you.

How do you feel about this? How do you get to know your audience?  Want to get to know your audience like this?

Pick up the phone and call us.

We’re going to help some select companies exceed their marketing goals in 2018. Are you in?

Click here to learn more

 


Direct Mail is Still an Essential Part of any Marketing Strategy

It would be easy to disregard the power of printed materials in a world on the verge of complete digitization. In terms of acting like consumers, there has been an obvious shift to the speed, efficiency and ultimate accessibility to our favorite products, brands and services via the Internet.

In fact, any modern marketing strategy is almost obligated to allocate a significant amount of resources to digital efforts: designing a sleek, user-friendly website, devising email campaigns and pushing social media to increase overall presence.

The immense proliferation of technology in the last few years would suggest that any need for a printed, direct mail strategy has been negated. However, in the pursuit of high-performance marketing, this is still a hugely valuable asset that when combined with powerful big-data insights, can bolster your overall strategy and ultimately boost sales.

Print’s dead, though, right?

Not only is direct mail still a viable marketing tactic, it could actually provide your company with an opportunity to stand out amidst all of the competition we now find online. While it shouldn’t be your company’s sole tool, it can act in a complementary role in terms of accessing your customers at the right time with a relevant message. While digitization has forced the newspaper and magazine industries to downsize and adapt, companies are still finding benefits from mailing their customers directly.

Why? For several reasons. First of all, it can be your company’s personal touch.

Mobile data is giving marketers better insights into what consumers are searching for, what they’re trying to purchase and when. This is critical in terms of designing targeted approaches to ensure consumers are actually benefiting from your marketing. However, it’s easy to lose any kind of personalization when everything is automated. With more complete and accurate mailing lists–informed by big-data–direct mail is still the standard for reaching out to customers with a personal touch.

We still want very real things in our hands, which is something totally lost in email inboxes.

The flexibility of direct mail allows you to create something that can reach into consumer psyches more deeply than well-crafted emails. Something that is attention grabbing, boosted by rich visuals (as opposed to lengthy text on a screen), with a simple progression that directs the customer to follow your desired call to action, can propel consumers to either act or at least take notice.

Keys for an effective direct mailing strategy, in terms of the actual materials being sent (according to the Data & Marketing Association):

Be bold.
We have short attention spans. Marketing that cuts through the clutter with attention-getting graphics and copy more apt to gain and hold that attention.

Visuals rule.
In fact, the brain processes visuals exponentially faster than the time it takes the brain to decode text. Well used imagery can quickly get your piece noticed, and your message across.

Keep it simple.
Direct mail that creates a simple decision path with limited copy and explanation always tests better.

Furthermore, in an industry that finds immense value in data, direct mail can be directly measurable.

The United States Postal Service is an integral part of our country’s overall mailing industry. In fact, because it can deliver mail to every address (Every Door Direct Mail), companies like UPS and FedEx often piggyback off of its services. This is important because the USPS is able to constantly measure how much mail is coming and going, what kind of mail is being sent, and even whether or not people are reading their mail.

The United States Postal Service almost does the work for marketing researchers.

A large part of this is accomplished by the Household Diary Study (HDS), a survey that’s been conducted by the USPS since 1987. The metrics from this survey can provide insight to companies trying to make the most of their direct mail efforts. These metrics include total mail sent and received by households based on different demographics ranging from the age and size of households, education and income levels, and access to the Internet. According to this survey, in 2016 advertising mail represented 62 percent of all mail sent and received by households (about 79 billion pieces of mail). The culmination of this data, paired with the insights of mobile and big-data , make it possible for your company to appropriately and accurately determine how best to approach consumers.

Advertising Mail Received by Income and Education (Pieces per Household per Week)

Advertising Mail Received by Income and Age (Pieces per Household per Week)

“73 percent of households either read or scan advertising mail received”

Ok, but what about the cost?

In terms of how cost-effective direct mail can be, it depends on how you decide to approach it. It can be expensive, especially if you’re sending out large catalogs chalk full of visuals and designs that require professional work such as copywriters, photographers, designers and printers. Opting for First Class mail (which means reaching your customers faster) can also bump the price up, but because of how flexible direct mail can be in general, it’s a cost-effective strategy that can be tailor made to fit any budget.

Contact us to learn more about how Direct Mail marketing can boost your prospecting.

Click here to learn more

 


The Shocking Truth About Your Marketing Channel

Many people still believe you only need one marketing channel – and they couldn’t be more wrong. For example, malls are lined with countless businesses. And most of these shops rely solely on one thing: a crowded mall area to bring people inside to buy.

Analyst Jan Kniffen says one-third of all the big malls in America will close their doors over the next few years. Nearly two-thirds of the remaining malls will struggle.

Industry veteran John Hazen asked his peers at a recent conference: “Is anyone not seeing large traffic declines?”

Why Single Channel Marketing Is Killing You

Consider this scenario: Brandon McDonald, of Nashville, Tennessee, walks into a local store. Brandon is excited about the Nikon digital camera he’s planning to buy and have in his hands today. Yet when he gets into the store, he decides to scan and check the price with an app on his phone. An online company is selling the same camera for less than what the store is now offering. Brandon decides to buy online and wait for his camera to arrive.

Why Selling Online Doesn’t Fix This Problem Either

Remember, Brandon first wanted to buy from the local store. Like so many customers, he loves to hold the camera in his hands–instant gratification. If only the store knew what Brandon wanted. It would have been win-win for Brandon and the store.

This problem doesn’t just plague retail stores and physical products.

The Secret To One Bank’s Success

One regional bank depended almost entirely on people walking into the bank and asking for a loan.

Yes, they have a website. But only about 1% of web visitors were submitting a loan request. The bank decided to look at data for their mobile and online visitors–surprise! They could recover the business of a significant number of people who abandoned the bank’s online loan form. Sales of current-account and personal loan products shot up 25%.

This is just one way that mobile insights are changing the face of marketing. And moving the whole world toward multi- and omnichannel marketing.

Your Customers Expect Multi & Omnichannel Marketing

As you can see, marketing to people through multiple channels or methods increases your ability to sell and profit. Omnichannel marketing means tying these methods or channels (apps, digital tools or shopping venues) together in an easy-to-use, consistent way for even more profit. More and more, customers are expecting this kind of buying experience. They want to hop on their phone or device and see exactly what inventory you have available. Or they want to shop online and pick products up at your local store.

The Numbers Don’t Lie

Rice University studied 46,000 shoppers for a 14-month period.

Only 7% shopped online exclusively. And 20% visited stores without using any other apps or venues. A whopping 73% used multiple channels in their shopping journey. These multi/omnichannel shoppers absolutely love touchpoints – in all sorts of combinations and locations. Touchpoints like offers to compare prices and download coupons.

In fact, they are avid users of all sorts of mobile tools such as interactive catalogs and price checkers. They bought online and picked up at the store. They bought at the store and got their products shipped.

Multi-channel and Omnichannel Shoppers Are More Valuable

And those who used multiple channels spent 4% more in the store and 10% more online than the single-channel folks. In fact, those who used 4 or more channels spent 9% more in-store than the one-channel shoppers. And those who used apps to research online first? They spent 13% more in-store. Six months after these shoppers had their first omnichannel experience, they were shopping 23% more. And they were far more likely to recommend their chosen brand to friends and family.

The “Killer App”

No wonder many are calling omnichannel marketing the “killer app” – because it’s saving the future of so many businesses. Despite the bleak future of single-channel businesses, you now know the secret that empowers you to reach your customers at the right time, with the right message. It’s why the most successful marketing campaigns today are omnichannel campaigns. It’s how you give your customers what they really want.

How will you use omnichannel marketing?

Contact us to learn more about how multi-channel & omnichannel marketing can improve your prospect marketing.

Click here to learn more

 


The Power of Mobile Data in a Data-Centric World

Modern marketing is fully embracing the explosive emergence of mobile-based consumer data. Because of its ability to capture a more accurate snapshot of when consumers are seeking out a particular company–or its products and services–mobile data has created a step-change in how marketers are crafting and delivering their message. Consumers are seeing this change manifest itself into today’s highest performing omnichannel strategies; which is connecting them with the right message, through the right channel, and most critically… at the right time.

It’s estimated that by 2020 more than 80 percent of adults worldwide will have mobile devices. This is going to continue to drive up social media usage, increased families with multiple devices, and even more data for marketers to utilize to better connect with consumers. Smartphones and tablets have given consumers real strength in terms of providing them with multiple platforms to access businesses, for finding information on products and services, and to even purchase those items.

 

What Do the Numbers Say?

How much data the world currently uses is creeping up, rising from 7 exabytes per month in 2016 to 11 exabytes per month in 2017, with a predicted increase to 17 exabytes per month in 2018 (one exabyte is one quintillion bytes). However, that number could increase exponentially to 49 exabytes per month in 2021.

 

 

 

 

 

According to a survey developed by App Annie, worldwide app downloads in 2016 exceeded 90 billion (an increase of more than 13 billion). During this time, the number of hours that consumers spent using these apps boomed by more than 150 billion hours to almost 900 billion hours. While this will add an incredible amount of data for marketers to sift through, it will also lead to more accurate, relevant marketing lists that will allow businesses to reach out and connect with consumers at the right time, in the right way.

 

“Increasing the quality of sales leads, improving the quality of sales lead data, improving prospecting list accuracy, territory planning, win rates and decision maker engagement strategies are all areas where big data is making a contribution to sales today.” said Forbes’ Contributor Louis Columbus.

 

What Does This Mean For Marketers?

What this information will allow marketers to do is to gain better insight into when, where, and how consumers are spending money. It also empowers businesses with the means to evaluate the performance of their product and services in the market; such as determining pricing and placement.

The number of devices consumers have access to is increasing; the number of apps being downloaded and the time spent on them is increasing; and marketing dollars used in the mobile space are increasing; all because of how quickly consumers are incorporating new technology into their lives. Generation Z is being raised with devices in their hands while millennials perpetually push technology and app trends (such as boosting Instagram, Facebook, Twitter to new heights). It has become obvious that with such an integration of technology into our daily lives, marketers are going to be inundated with information about its consumers from across multiple channels in order to connect with them with relevant and timely offers.

The Emergence of Life Event Marketing

It has become apparent that the insights from mobile data can provide businesses with opportunities for identifying when consumers are experiencing a significant life event. If a particular consumer has entered into a fairly monumental life phase (which usually involves large, complex purchases) chances are they’re using several apps or platforms to access the products and services associated with these events. This is valuable information for marketers, which is reflected in a study conducted by Royal Mail Data Services. In 2014, only 15 percent of marketers surveyed saw life events as a new sales opportunity, 32 percent surveyed said those events provided a reason to engage with customers. In just a year, those numbers jumped to 50 percent and 70 percent, respectively, indicating how marketers were viewing these particular moments to connect with consumers.

Contact us to learn more about how mobile insights can improve your marketing.

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Data Protection & Data Protection Day

Happy Data Hygiene day

Many are not aware that January 28th is celebrated internationally as Data Protection Day. It really shouldn’t come as a surprise as current day data breaches are costing companies an average of $4 million, according to a CNBC article referencing a 2016 IBM Security report. That equates to roughly $158 per lost or stolen record. Ouch!

National List Services takes data security very seriously. We only acquire data that is legally and ethically available, and diligently steward that data to the end-user. We also take great care in protecting house data uploaded to our count system at www.nationallistcounts.com for suppression.

National List Count suppressions are protected by multiple layers of security that not only ensure the data is secure externally, but internally as well. National List Services and its employees are unable to access the data in it’s original form. Beyond using Secure Socket Layer (SSL) technology to encrypt information sent from your browser to the count system, data uploads are additionally encrypted with match-keys that are generated in real-time, and only those match-keys are stored. Data in its original form, is discarded. Additionally, there is absolutely zero Personally Identifiably Information (PII) kept.