Three Tactical Approaches To Add Technology To Your Marketing Mix

Are you uncertain how to add technology to your marketing mix?  According to recent Epsilon Survey results:

1) CMOs bracing for budget reduction identified email as the channel they are least likely to cut back vs. any other tool in the traditional or digital marketing mix.  

• Action: Sit down tomorrow look at what you are currently doing in the email space and write a plan for how you can ramp up on email. Ask yourself what 2009 programs do not currently have a digital dialogue component. After all, low cost strategies equal higher rates of return when they do yield. (the fact that they are yielding is the reason the CMOs are not keen on reducing spend in this area.) You may also consider adding mobile strategies to the mix at this time for the same low cost reasons and to keep your team experimenting with potential technology.

2) 55% of those not already employing web analytics plan to do so in the next 12 months.

• Action: What do you know about your web site and the experience prospects are having there? So many marketing teams view their website as a library.  It is best perceived as a storefront, glitz event, high-end sales call.  Even if you are not selling product there directly---if you are one of the surveyed firms not employing a web analytics plan, start by identifying someone on your team to become the designated web guru.  Have them begin to understand what metrics matter.  If you are one of the firms who does have a web plan, perhaps it is time to do a little fact finding.  Pull the team together and ask who on the current marketing team feels responsible for generating content and who feels ownership for conversions taking place there.  You will be surprised by the lack of hands, I am certain.  If this becomes your experience, it is time to begin a content enablement strategy.

3) Customer loyalty and rewards programs remain polarizing, with 33% of companies already using them and 17% planning to use them in the next year, but 50% not using or planning to use.

• Action: How many marketing lectures quote the value of the existing customer?  In 2009, with so little growth anticipated, existing value should be every marketing leader's focus.  I am surprised at the 50% non-use survey result.  I have seen very savvy use of personalized portals recently.  Smartly managed, they can be relatively inexpensive to implement and are showing activity rates.  The tactical action here is to consider if not a program, (I think that is why so many CMOs are adverse to the idea) then at a minimum have your team prepare an analysis of the current client list.  Often overlooked. Can you name the 10 clients who account for your top 25% of revenue? Are you engaging in digital dialogue with your existing clients to close renewal or upsell activity this month? Does your sales team have a strategy for these clients they can articulate?