Timing and Targeting Marketing Messages
Traditional marketers watch the clock to time their campaigns. Check out this article on ad campaigns for cleaning products and cleaning companies. There are always campaigns that roll out around spring cleaning season and they change depending on the overall economic climate. In years when the economy is healthier, the campaigns feature products with higher price points.
It’s quite an achievement for marketers to develop a successful campaign when it has to reach such a huge number of people with one message. Campaigns like this are hugely expensive, and about as targeted as smoke signals. They throw up their message and hope the right people see it. With smoke signals, you can build the fire in the right place, and at the right time, but you can’t be sure of who is going to look up. Big media buys can be similar. The campaigns profiled in the article are successful because they are entertaining, which increases the likelihood that the consumer will pay attention to them.
In this spring cleaning example, imagine the marketers using a watch with two hands to time their messaging. One hand is the decade hand, which they use to gauge the relative health of the economy, and the other is the season hand, which they use to know when people are likely to be doing more cleaning. Email marketing, using a smart system, like you can get in Lead Management Software, is a way of getting your message out that it is infinitely more agile. Anyone who has bought anything from Amazon knows that afterwards, you get emails promoting products similar to those you have bought or browsed.
With Lead Management Software, you can send highly targeted messages to clients and prospects based on data that is attached the client record. You don’t have to wait for spring, or spend a lot of time and money creating a single campaign that is designed to persuade everyone. You can respond in real time. When conditions occur that affect consumer behavior; economic, legislative, seasonal, you can respond in real time with a marketing message to alert prospects of a new reason why it’s smart to buy right now. If the conditions are local, you can filter your email send list to send only to prospects in the state where conditions have changed.
Email marketing with filtered delivery puts another hand on your watch that enables you to time your message much more precisely.
