Data-Driven Marketing Automation for Media Professionals, 11/28/2006i-News: November 2006
“True relevance lies in the content and context of a marketing message, not in the mere strategic placement of a recipient’s name or other customer data in a marketing solicitation. If marketers expect results, they must tailor relevant messages by utilizing data and analytics programs that react to geo-, demo- and psychographic information to enhance behavioral targeting and measurement.”
- Bruce Biegel, Senior Managing Director, Winterberry Group
> Highlights
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Are Multichannel Customers More Valuable?
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Marketing Database Drives Single Copy Sales at AZ Republic
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New York Times Regional Group Upgrades Marketing Systems
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INMA Circulation Summit
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Did You Know...?
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ASTECH News & Events
> Are Multichannel Customers More Valuable?
By definition, multichannel customers are multi-buyers. Common sense
suggests that multi-buyers are more profitable than solo-buyers. “As any direct marketer will tell you, multi-buyers generally are
much better customers than solo purchasers,” according to consultant
Jim Wheaton. “They tend to be more loyal, with higher average order
sizes, and – by extension – bigger long-term values.” The implications for the newspaper industry are significant.
Traditionally, newspapers have been a single channel medium.
Fortunately, that is changing – but is it changing quickly enough to
meet the needs of the merchant community? The faster newspaper companies embrace and develop channels that are
complementary to and, in some cases, replacements for the print
product, the sooner growth in market share will return. The ability to
partner with merchants to communicate and sell across multiple channels
– print, web, SMS, telephone, etc. – is absolutely critical to the
long-term viability of newspaper companies. In their heralded publication Net Worth (1999), John Hagel
and Marc Singer introduced the concept of the information intermediary
– or “Infomediary” – to capture and communicate relevant information to
consumers on behalf of the merchant community. The Infomediary offers
immense benefits to that community, according to Hagel and Singer. “Vendors will see their cost of customer acquisition – for many
companies their highest marketing cost – significantly decline. They
will also reduce churn and increase cross-selling, while gaining more
cost-effective insight into opportunities for product enhancements and
customization.” As discussed in ASTECH President Tom Ratkovich’s October 2002 article, “The New Business Model,”
the opportunity for newspapers to elevate themselves to the role of
Infomediary is unparalleled. It is also essential that they do
so…sooner rather than later. The development of multichannel
communications capabilities is a critical element of this process. > Marketing Database Drives Single Copy Sales at AZ Republic In his recent webcast to the MAAX user
community, Greg Bright of the Arizona Republic shared how his company
leverages its marketing database to support single copy sales in its
market. Using a combination of geographic, demographic, business and
behavioral data, the company has identified high potential sales
locations that are clearly under-penetrated. Specific businesses in
high opportunity areas have been targeted that are currently not retail
partners. To view the visuals of Greg’s presentation, click here. > NY Times Regional Group Upgrades Marketing Systems
The New York Times Regional Media Group (NYTRMG) has selected MAAX and ASTECH InterMedia to upgrade its multichannel marketing automation initiatives. For the full release, click here. > INMA Circulation Summit
Newspaper circulation growth is attainable and sustainable --
now. Yet it requires more systematic and targeted approaches. The era
of one-size-fits-all is dead. The 8th Annual INMA Circulation Summit March 8-9 in San Diego aims
to shine a bright, urgent light on the systems and processes needed to
market newspaper products ranging from print newspapers to web sites to
mobile information. The key is understanding customers, how to segment
a customer base, how to organize for segmentation, and how to evolve
our marketing communications to acquire and retain readers in
measurable ways. Make plans now to attend the 8th Annual INMA Circulation Summit in San Diego. For more details, please click here. And for those MAAX clients planning to attend the MAAX Users Group meeting at the Palms Casino Hotel Las Vegas on March 5-7, San Diego is
just a short hop away. Use your time and travel budget most efficiently
and do both! > Did You Know...?
- 22% of Americans read blogs.
- 8% listen to podcasts.
- 5% use RSS feeds.
- 88% don’t know what RSS feeds are.
Source: Jupiter Research, August 2006 > ASTECH News & Events
- ASTECH is pleased to welcome Stacey Freeman as a client services consultant. She will be working closely with several MAAX and R-Logic clients to establish account plans that leverage all ASTECH resources in achieving business goals. Stacey joins ASTECH from the Denver Newspaper Agency where she served as retention analyst.
- NAA Marketing Conference. As always, ASTECH will have a big presence at the NAA Marketing Conference in Las Vegas at the Mandalay Bay Resort and Casino January 28-31. You can find us at Booth #303 in the exhibition area, or contact Tom Ratkovich (303.296.9966 x11) to schedule a meeting or demonstration in the more intimate setting of the ASTECH suite. In addition to MAAX and R-Logic, ASTECH will be introducing maaxREACTION, a new solution for the analysis, management and execution of campaigns via online channels, capable of handling hundreds of millions of digital messages, including email, SMS, RSS flows and microsites.
- MAAX Users Group Meeting. The spring 2007 event has been scheduled for March 5-7 at the Palms Casino Hotel Las Vegas. Budget now! There is no fee for MAAX clients and travel to LV is typically cheap if planned early. Don’t miss this opportunity to hear how your peers are leveraging MAAX to maximize revenue and readership. For more details, click here.
This update 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
Denver, Colorado 80202
303.296.9966 | fax 303.296.9969
