The internet has made it easier to source new suppliers and change supplier the minute a better price is offered. Alternatives are just a click away. To keep customers loyal you need to show how much you appreciate their custom – so which channels make customers feel valued?
Telemarketing and email are a match made in marketing heaven according to new research by the Direct Marketing Association (DMA). But some marketers don’t seem to appreciate the benefits of this relationship.
Quite a lot actually. The new Canadian Anti-Spam law has removed the ability to contact prospects electronically without their consent. Opt-in marketing is now a rule. You can no longer email, instant message, text or use (some) social media unless you have consent.
Lead or Demand Generation tends to concentrate on the prospects who say Yes – the ones who are ready to buy. It’s the metric used to judge the success of most campaigns. But what about the ones that say No?
Effective marketing has always been multi-channel, and in my experience events, email and telemarketing are the dream team for business-to-business marketing. There’s also a research to support my experience.