I was on LinkedIn earlier today and looking up the profile of a former colleague, wanting to get back in touch with him. LinkedIn had placed a Google-driven Ad next to the profile listing. Check this screenshot:
| The very first advertisement is for VP level jobs. Hmm, I am not looking for a job, but I will take it as a compliment that I should be applying for a VP level jobs. Next one down is “MedEd Program Experts” and third one is about flat abs. Huh, did I read “flat abs”? I know I need that too. But not while I am supposed to be looking for VP level jobs. And it’s certainly no compliment.So, what’s my point? I am not making fun of LinkedIn or Google. This is a blanket advertisement with some (loose?) logic trying to relate the content I am viewing to the advertisement I am being shown. Much like watching TV and you see an advertisement of a gas guzzling macho truck right after an advertisement for Venus razor shavers for women.My point is - use data to provide targeted communications and messaging. Many of our customers are using 5Buckets to use the data in their CRM to send targeted messages to their prospects and customers. The messaging can be a mix of email, voice messages or direct mail. It’s been 7 days since you downloaded a white paper from our site? How about a reminder email to download the trial version of the software product. Are you a VP level or a Manager level person? VP level person gets a different email message than the Manager level person.
There are many more examples of such relevant marketing. Cultivate that relationship with your customers & prospects. Gain customers and make them your brand advocates. |
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If you are interested in learning more about our authors, you can choose from the list to the right. An avid developer and technology leader, Amol helps marketers with CRM, e-mail marketing & automation. Most recently, Amol was responsible for an open API at leading email marketing firm ExactTarget. He is currently the VP of Technology at Right On Interactive. Read more from this authorRelated posts:
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