In today’s fast-paced and connected world, it is increasingly critical to extend your marketing reach to customers through the use of multiple channels. With people constantly on the go or buried deep in their phones, if your message does not stand out, it is at risk of being missed entirely! So how do you engage […]
The concept of the Marketing Mix has been around since the 1950s when Neil Borden introduced it as the ingredients for an integrated set of marketing “tactics” to create a higher value relationship with customers (what we now refer to as “CX” or “customer experience.”) In the early ‘60s, a marketing professor named E. Jerome McCarthy created a mnemonic for his students [...]
Data drives much of what we do at IWCO Direct to power our clients’ marketing. Data informs every element from the offer we send, to whom it’s sent, through which channel, and when. That’s because data now drives much of the consumer experience. Think about all the data you use in your daily life. Maybe […]
Much has been written about the increasing importance of omnichannel marketing. The most successful brands have crafted an experience that seamlessly follows the customer as they move from one channel to the next throughout the customer journey. I’ve come to appreciate these omnichannel strategies not just as a marketer, but as a consumer who […]
Developing a successful, one-to-one customer acquisition campaign requires a lot of hard work and planning. And there are a myriad of variables that must be taken into account when determining which channels—or combination of channels—you should deploy. Those variables include, but are not limited to, your target audience, your media/marketing budget, the category, the path to purchase, and last but certainly not least, your business objectives.