ASTECH i-News: NAA Marketing Conference Edition
Data-Driven Marketing Automation for Media Professionals
Today's Quote:
“Has Internet advertising also reached its tipping point where, from nowhere, it has suddenly grown to become the key element in the integrated marketing mix? And, if so, what will be the impact of Internet advertising on established media like newspapers? Specifically, will traditional media be able to adapt to change and retain its power and influence over an integrated media world, or will the new media organizations like Google impose their visions of advertising on media and dominate? Is there a window for old media to assert itself and call the shots, or will newspapers accept an increasingly peripheral and subservient role in the future media world?”
Tony Coad, Chairman, CCB Ltd.
> Highlights
> ASTECH Welcomes New Members to the MAAX Community
2005 was a terrific year for ASTECH InterMedia as we welcomed more than 20 newspaper companies to the MAAX family. And because the greatest asset to that family is an active, vibrant community of MAAX users, it was also a great year for the 30+ newspapers that have been engaged in MAAX-driven database marketing since 2004.
A robust user community translates into more knowledge, more case studies and better results for all. At ASTECH, we strive to facilitate interaction throughout that community by hosting users group meetings, teleconferences, webinars, e-newsletters, an informative web site and, of course, the highly-regarded Roundtable on Strategic Marketing. Not only do MAAX clients have superior technology – they enjoy the benefits of a peer network that is unmatched.
We are quite happy to share the news that the network continues to grow at a rapid pace in 2006. New clients so far this year include:
- Star Tribune (Minneapolis, MN)
- Journal Sentinel, Inc. (Milwaukee, WI)
- Morris Communications
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- The News & Observer (Raleigh, NC)
According to Tom Martin, the database manager at the Milwaukee Journal Sentinel, the value of the user community was instrumental in selecting MAAX over other database options. “We chose MAAX because of the response we were hearing from other users and because of ASTECH InterMedia’s commitment to the newspaper industry.”
Although the spectrum of business applications is very broad, subscriber acquisition and retention will be the early focus of attention in
For more information about MAAX and data-driven marketing automation from ASTECH, please contact Tom Ratkovich at 303.296.9966 or ter@astech-intermedia.com.
> See MAAX at the NAA Marketing Conference, Booth #304
ASTECH InterMedia will be exhibiting at the conference trade show on Monday and Tuesday, February 20-21. In addition, the ASTECH suite will be available for private meetings and demonstrations from Sunday afternoon through Wednesday morning.
Tom Ratkovich and Tia Talbert will be in
> Consumers Willing to Share Data for Value
A recent survey by e-mail service provider Truverse finds that nearly 70% of consumers would be willing to share more than just an e-mail address if the resulting communications were more personalized, timely and relevant. In other words, consumers are willing to trade data for value.
Our take: ASTECH has long maintained that the strength of the newspaper brand can persuade consumers to provide more details about their readership preferences, lifestyle interests, intended purchases, etc. if value is subsequently returned through relevant offers and communications. The concept of an “Infomediary” was discussed in detail in the October 2002 cover story in IDEAS Magazine. The full text of that article is available by clicking here.
> Channel Integration: The Seven Myths
According to consultant Michele Fitzpatrick, “How well a marketer integrates its mix of channels for prospects and customers will determine how well it delivers incremental benefit for all parties.” With that in mind, Fitzpatrick identifies some common myths about channel integration:
Myth #1: Most loyal customers still prefer interacting via one channel. In reality, research demonstrates that loyalty migrates across channels. Marketers must use known information to identify and leverage data about channel preferences.
Myth #2: Most people shop and buy via the same channel. Different channels are used by consumers for varying purposes. For example, an offline purchase at a retail location can follow online product viewing and research.
Myth #3: Most people do not like direct mail. Snail mail is less intrusive than e-mail, telephone or personal contact. Surveys continue to indicate that it remains the channel of choice for many.
Myth #4: Online marketing cannibalizes offline efforts. Adding a response channel can dramatically improve the results of an offline initiative.
Myth #5: Becoming a multichannel marketer does not require restructuring. Typically, silos must be dismantled to ensure a customer-centric point-of-view.
Myth #6: The over-55 audience is not web savvy. False.
Myth #7: Each channel is a separate user experience. Multiple channels converge into a unified user experience. Without a cohesive voice, look and feel, a company is not behaving as a true multichannel marketer and risks alienating customers and prospects.
i-News is brought to you by ASTECH InterMedia, the leading provider of data-driven, revenue-focused marketing automation solutions to the publishing industry. If you like what you read here, we invite you to learn more about our company at www.astech-intermedia.com!
ASTECH InterMedia
999 18th street, #2240
303.296.9966 | fax 303.296.9969