The art and science of Direct 2.0
Archive for February, 2012
Today, we’ll do a deep dive on the first three Direct 2.0 principles -- protecting and growing your bran; monetizing your customer relationships; and ensuring ROI with a financially sound strategy.
Protect and grow your brand
Protect and grow your brand’s value in all channels and media, the Internet in particular. Take care that all contacts build your brand and do not degrade it. Monitor and manage domains, communities, blogs and social networks because on the Web, what you don’t know can hurt you!
Monetize customer relationships
Achieving strategic and creative breakthroughs are important but never more than generating attributable revenue. Innovate but never at the expense of the sale. Nurture your prospects and customers but always ask for the order at each and every opportunity.
Ensure ROI with a financially sound strategy
Win, grow and retain customers based upon their present and future monetary value. Invest heavily to win new ones with the highest revenue potential. Grow them to enhance their lifetime value. Retain the best and leave the rest to your competitors.
In our next blog, we’ll provide insights on principles #4, #5 and #6 – embracing the scientific method; controlling the communications environment; and managing the “customer journey”.