The Rise of Right-Time Marketing
(10/6/2004) CRM Project Volume 5
By Dan Goldstein, Privacy Research and Consulting
Yuchun Lee, Unica Corporation
|
|
|
|
Marketers need to enact practices that ensure consumer trust by creating a
fair exchange of value for personal information and access.
The way marketers communicate with customers is being irrevocably
altered. Technology advances have created a number of powerful
new communication channels for marketers, but ineffective use or
abuse of those channels has created a customer backlash. This
backlash is rapidly manifesting itself in the form of reduced response
rates, government privacy regulations and new technologies designed
to impede marketing’s use of many channels. Customers are sending
a clear signal about their privacy preferences and the way they want
to be communicated with, but many marketers are not listening.
To excel in this dynamic marketplace, marketers must understand
the drivers behind the changing landscape. They must create
new strategies to take advantage of the interaction opportunities
customers do provide.
Please log in below to access the full text of this paper. If you are not currently an online member or subscriber, SIGN UP NOW!.
|
|
|
|
