Five Rules to Focus on the Fundamentals

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Success in marketing is driven by a number of factors. Both B2B & B2C success is driven by making effective connections. There is a person at the other end and if you make a connection, you keep the user engaged. To make that connection you have to be interesting, serve with relevance, & be timely. Here are three simple fundamentals that one needs to leverage into your marketing programs.

First, you need to segment your list. The 80 - 20 rule is a good start. In fact, try to start off with a 90 - 10 rule by designing specialized campaigns for 10% of your base and then gradually start expanding your success to other deciles. The more you segment, the more you can focus. This is how your journey towards one to one begins.

Second, you need to work on your message. Make sure it is crisp, clear, & concise. You have to choose your merchandise or offer, display it correctly, & then decide what to tell the user to do. Your call to action has to be strong. And you also need to think past the landing page. Landing page marketing is important, but you need to think about what to do next.

Third, you need to focus on how & when the message is delivered. Your users will express interest in a particular channel. Additionally, you could use one channel to drive users to other relevant channels. The right channel is vital. Channels to choose from include direct mail, kiosks, ATM's, print, phone calls, email, mobile, & even social media.

Fourth, you have to be timely. Your consumer can find what they need from anyone - yours being timely helps out tremendously.

Fifth, you need to be honest and sincere. Empathy does carry through and a way you can share the empathy with your team - the same carries through to the customers you serve.

There are a number of other great ideas - in fact if you want to join a group of marketers in an interactive discussion - you should check out this years Panel of Peers.