As many of us know, it’s easier and more profitable to reactivate a lapsed customer than trying to gain a new one, whether through digital, postal or retail. There are many techniques that are deployed in order to identity the proper audiences in the offline world, such as RFM+ segmentation and optimization, or modeling through a co-op. All of these techniques are tried and true and should continue to be used to identify the appropriate reactivation group for any campaign. But now there is a new player in the game and it’s proving to be a game changer. CohereOne has had a long-standing relationship with the digital company 4Cite, leaning on their technology to drive many programs, which has increased our client’s digital performance. Using their digital data, 4Cite could identify the postal address for anonymous site browsers and/or cart abandoners, and thus we quickly determined that we should be using that powerful data in our postal efforts. Learn more at: https://cohereone.com/a-game-changer-in-customer-reactivation/?utm_medium=email&_hsmi=107235557&_hsenc=p2ANqtz-9ESPdGAIhmNcVSGZR77As1qmy4lY9GqSh2PQ9NzBP9Kv4yqujTZTJsfpoWxLiFkdMvnjrIsPwNHFtnsS51cux8k_J2E-IohhzmZ_lBHIiBqBPTApg&utm_content=107235557&utm_source=hs_email
What’s that sound you hear? It’s marketers gritting their teeth as they’re being asked to give up their precious advertising dollars to help insulate their brands from the looming recession. Or you may have heard the marketers or agencies say “Let’s only focus on hardworking media,” which typically means lower-funnel, digital-only, highly targeted, easily measurable, promotional campaigns designed to boost short-term sales and eliminate “waste.” They’re all part of the marketer’s recession playbook.
But should they be?
In reality, we should all consider a different path forward: Now is an opportune timeto shore up brand awareness and loyalty by increasing media investments with brand-building, mass-reaching, highly creative advertising campaigns. Before anyone rolls their eyes or shrugs this off as old-school thinking, let’s take a look at the data to unpack why increasing or even maintaining advertising spend is so important and what hardworking media really is so that we can evolve the old recession playbook for today’s economic climate.
more at: https://www.mediapost.com/publications/article/376799/the-new-recession-playbook-rethinking-what-hardwo.html?edition=127301