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| Posted on 01/27/2012 by
Geoff Miller |
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| What’s New in Automotive Marketing? The Increasing Use of Non-Cash Marketing Offers |
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Each day I look forward to going through my mail, not email but the old fashioned kind I get in my mailbox at home and work. It’s probably an occupational hazard with me, where I just have to understand why Company A sent me offer B, and why Company C thought I’d respond to offer D. One trend that has caught my eye recently is the use of non-cash or non-traditional offers in marketing solicitations. Despite what Jimmy Fallon has said in his Capital One commercials about how nearly everyone wants more cash, there seems to be a movement toward non-cash offers. The impetus behind these kinds of offers is the assumption that the consumer’s perceived value of them is higher than the actual cost of the incentive and therefore the company making the offer can make more money if response is not diminished. For example, a consumer responding to a non-cash offer perceived to be worth $50, ... 
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| Posted on 01/04/2012 by
Mike McGuirk |
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| Engagement Analytics: Can You Turn Customer Interaction Data Into Business Intelligence? |
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In a never ending search to identify opportunities for competitive advantage, companies are shifting their focus towards creating a better customer experience - and engagement analytics can help. According to a recent Forbes article focused on demand generation, “If CMOs want to drive growth, they need to engage with the Buyer on their terms.”
From our perspective, you can take that concept further and leverage customer interactions to improve the customer experience throughout their lifecycle, from new customers to the most loyal. If customers believe you provide a superior experience to your competition, then they will choose your brand when their needs arise.
But in this day and age when customers can engage with ...
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ABOUT iKNOWTION |
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iKnowtion is a marketing and analytic consultancy that helps Fortune 1000 companies optimize the impact of marketing
expenditures from demand spending to customer focused initiatives.
iKnowtion's industry knowledge and expertise,
combined with a comprehensive and proven analytic approach provides Global leaders in automotive, financial services,
retail and consumer goods businesses with the marketing insights and analytical engines required to dramatically
improve business results. Founded in 1999, the company is headquartered in Burlington, Massachusetts. To learn
more about us, please visit www.iknowtion.com.
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ABOUT Wiseguys |
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With so much change going on in the field of marketing, we felt that it was high time we try to stimulate
a dialog that focuses on the significant transition taking place within the marketing sciences area of many
companies.
Most experienced marketers agree that new tools and approaches are needed to help allocate and measure
marketing resources more effectively. If you're trying to tackle these kinds of issues in your company, join us
at Wise Guys - we'd like to hear from you.
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