The art and science of Direct 2.0
Archive for April, 2012
Our last blog explored the first three Direct 2.0 principles -- protecting and growing your brand, monetizing your customer relationships and ensuring ROI with a financially sound strategy. Now, we’ll provide detail on principles #4, #5 and #6 – embracing the scientific method; controlling the communications environment; and managing the “customer journey”.
Embrace the scientific method
Always use statistically valid control versus test methodology. Once initial benchmarks are established and growth projections made (high, medium and low), changes over time can be documented. Consistent tracking, measurement and refinement will yield increased marketing ROI.
Control the messaging environment
A complex communications messaging environment exists across all consumer and business segments. People receive impressions of all types via an infinite number of channel combinations. Harmonize those channels and use both online and offline media to optimize your sales outcomes and always measure returns at both the macro and micro levels.
Manage the customer journey
Individuals experience a brand through their interactions at various phases in their lifecycle. Positive interaction at each stage enhances the brand while negative experiences degrade it. Understand and control each phase of the journey to increase sales, individual satisfaction and customer lifetime value.
In our final entry in the series, we’ll provide detail on #7, #8, #9 and #10, the last four of our ten principles -- mastering your data, analytics and measurement; moving from social points of presence to a full “social ecosystem”; making mobile marketing and sales work; and optimizing on both effectiveness and efficiency.