The marketing industry has a problem on its hands and I’m concerned that most folks in our business aren’t even aware that it exists. It’s 2015 and we Nigeria Phone Number can now calibrate and fine-tune messages that customers will find useful. But all too often, we instead still act as if it’s still 1995 and put our faith in blasting out volume mailings that are little more than fishing expeditions. I was reminde of this recently when I return from vacation and found Nigeria Phone Number both my house’s mailbox and computer’s inbox clogg with meaningless applications and come-ons. The companies knew next to nothing about me. I was just another name in their database.

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When  of them are super-busy and can’t even think that far down the road, let alone how to even tackle this issue. They rely on the metrics that are known and are available to them today. Some are satisfie with those metrics as-is but I think it’s finally time to play taps on a practice that’s outlive its usefulness. The marketing industry can help itself by recognizing the reality that the direct mail era is over and that it’s not going to return. Unfortunately, it’s Nigeria Phone Number a part of our DNA that’s proving hard to delete. Historically, the dialogue around both display and email have traditionally been all about volume. That is, how many emails are you sending?

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What ? For as long as we can recall, it’s been a complete numbers game. But here’s the problem. The moment that your “relationship building” gets reduce to a numbers game. It immediately signals to your customers that all of your interactions are. Nigeria Phone Number purely transactional and that you don’t care that. Much about getting to know them or understand them. There’s an inverse proportional relationship at work here. The quantity of marketing messages or emails you send means that you’re not intereste in a relationship. As your ultimate outcome. But Nigeria Phone Number whenever I speak to marketers. They immediately want to know how many clicks did your campaign generate or how many emails got opened? Unfortunately,


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