TECHNOLOGIES & PRODUCTS
Fuji Xerox’s One-to-One Marketing Solutions in High Demand (Part 2) Fuji Xerox Asia Pacific creates marketing campaigns that can connect businesses on a one-to-one level with clients and is able to massively improve response rates, sales, life-time value and brand loyalty. Hélène Blanchette is the driver behind Fuji Xerox's 1:1 Experience, covered already in the September issue of Asian e-Marketing (Part 1). She is the one that developed the service that enables advertising and marketing companies to drastically improve their ROI while reducing their risk of failure. Hélène's method combines targeted messaging based on customer profile and contextual information with an integrated multichannel approach across the web, print, SMS, social media, and mobile platforms. The enthusiastic and energetic marketing personality is an expert in her field of activities and knows a lot about 1:1 marketing that she shares generously. Asked how she is managing to get the consumer insights needed to start a 1:1 marketing campaign, she said, that just four data – namely name, job title, name of company and whether the person is male or female – would be enough to achieve good results and summarized her in-depth knowledge of 1:1 marketing with a few simple steps that explains the success of such an approach:
1. Communications should be customer-driven and directly impact the set goals of clients, while resolving their challenges. Media channels are just tools to use for communications, but it is important to make sure that data collection doesn't get isolated in silos as it would reduce the ability to be relevant in future communications. 2. When the strategy is well defined, intelligence can drive and capitalize 1:1 marketing, even with just a small amount of information. Any usable data can help refine the relevancy of the first communication. 3. To break internal silos it is best to work with product and department managers to better understand the audiences' multiple profiles and get insights into which products or offers match those profiles best. This will be your guideline when developing variable messages for cross-selling opportunities. 4. To gauge the success of a one-to-one marketing program you need to measure response rates in each channel, conversation rates, value of Tier 1 to Tier 3 customers, life time value, value of prospects, requests and complaints at the call center, customer defection, retention, traffic and trends on website, sub-segments and much more.
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