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One-to-One Communication: Promise vs. Perception. Denise Garcia Principal Analyst, Media & Advertising. Objectives. Determine future trends regarding mass, targeted and personalized marketing Competitive advantage or shallow threat? Phone survey of 212 marketing professionals

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one to one communication promise vs perception

One-to-One Communication:Promise vs. Perception

Denise Garcia

Principal Analyst, Media & Advertising

objectives
Objectives
  • Determine future trends regarding mass, targeted and personalized marketing
    • Competitive advantage or shallow threat?
  • Phone survey of 212 marketing professionals
    • iMedia, Wharton, Gartner
    • Representative U.S. sample: co. size, # of employees, B2B/B2C, marketing budget from <$1 Million to $50 Million +, split between brand or sales focused strategy
personalized marketing increasing importance
Personalized Marketing Increasing Importance

“Personalized marketing initiatives will be important to our organization in the future.”

advertising marketing critical to revenue sales growth
Advertising/Marketing Critical to Revenue/Sales Growth

“Advertising and marketing are critical to meeting our organizations sales and revenue goals.”

complaints aren t limiting customization
Complaints Aren\'t Limiting Customization

“Concerns about customer/prospect complaints have slowed our use of personalized marketing.”

benefits
Benefits

HIGH POTENTIAL

More efficient use of customer/prospect time 44%

Increased customer retention 43%

Overall increases in revenue 43%

Increase average time spent at site by prospects/clients 42%

More efficient use of employee time 38%

Increased number of web site visitors 37%

Shortened sales cycle 35%

Improved web site registration rate 34%

More efficient use of partner time 33%

Reduced costs 26%

Increased margin of average sale 25%

techniques in use
Techniques in Use

2004 PLANS

23%

25%

25%

35%

31%

29%

37%

34%

35%

49%

44%

NOT IN USE

Clickstream data to dynamically change web site content 73%

Collaborative filtering to classify visitors and serve content 72%

Keyword query to change content 67%

Give web site visitors control over content from set preferences 62%

Demographic personalization to tailor online messages 62%

Geographic personalization to tailor online messages 60%

Registration data to change web site content 59%

Geographic personalization to tailor messages in traditional media 54%

Demographic personalization to tailor messages in traditional media 51%

Address customers/prospects by name in electronic communication 38%

Address customers/prospects by name in print communication 32%

conclusions

Denise:

Back and forth

Conclusions
  • Most organizations realize the value of personalized and targeted marketing going forward
  • Most companies have yet to utilize true targeted and or personalized marketing
  • Privacy concerns are not a real issue for companies that value personalized marketing
  • The majority of organizations understand the strong linkage between marketing and revenues
recommendations
Recommendations

Advertisers

  • In the short to medium term focus on targeted marketing rather than personalized marketing
  • Initiate ROI measures to evaluate various marketing strategies
  • Use personalization and customization techniques to:
    • gain competitive edge
    • differentiate your brand
    • strengthen customer relationships
recommendations10
Recommendations

CRM and Personalized Marketing Vendors

  • Realize the minimal understanding in business about personalized and targeted marketing strategies
  • Be prepared to educate potential customers prior to evaluating sales potential of prospects
  • Assume that early targeted and personalized marketing efforts will target existing customers
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