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
- See MAAX at the NAA Marketing Conference, Booth #304
- Consumers Willing to Share Data for Value
- Channel Integration: The Seven Myths
> 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
- - 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
