Class 7 – Customer Acquisition

Class 7: Customer Acquisition 9/22

Chapter 7 – Roberts

• What is meant by permission marketing? Do you think it is an important concept to email marketers?

 

Permission marketing deals with how a prospect interacts with a marketing campaign and whether or not he has control over his exposure to marketing message. There are four levels of customer permission:

Opt-out – communication that has been passively requested by the internet user.

Opt-in – cimmunication that has been actively requested by the internet user.

 

It becomes Double opt-in when the marketer sends an e-mail that requires the user to confirm request before it is activated;

 

And it becomes confirmed opt-in when the visitor actively acquiesces to receiving email, again probably by checking a box.

 

• Think about email communications from marketers, perhaps some that you receive yourself. What makes them interesting and worth your time to open and read? Do you ever take any action as a result of the emails? Why or why not?

 

I rarely look at e-mails that are selling me something, unless they are offering something that I am looking for. I usually take a look at things that I have requested, but when I get things that I did not request I mark those e-mails as junk.

 

Women gamers, increasing at a faster rate than me.

 

What type of game interest women?

 

Puzzle games

 

Testing process

 

Reasons for conducting a test

1. Standard practice (test all mkt programs)
2. Strategic question (reactivate lapsed customers)
3. Tactical questions (which incentive to use)

 

Design a test

4. What mkt variable (prices, tc)
5. Type of test (a/b. control/A)
6. Sample (pop, size)

 

 

Establish Test Metrics

7. Significance
8. Cut off date

 

Execute & Monitor results

 

Analyze and report test results

 

Make marketing decision

 

 

Where do companies get data from?

 

1. Purchase
2. Census
3. Associations
4. Research firms
5. Purchase date
6. Survey
7. Interviews
8. Websites

 

Data Mining?

 

A set of statistical routines that permit pattern detection in large data sets

 

We talked about the problem of large amount of data being analyzed and useful to marketers

 

 

 

 

Hierarchy of customer-focused marketing strategies

 

 

Customization

 

Personalization

 

Transaction

 

Interaction

 

Information

 

 

 

 

 

 

 

 

Complex role of search

 

According to a 2004 study:

 

1. Search played a role in 1/2 of purchases
2. Early searches used generic keywords, not brands
3. Closer to purchase, used brand names
4. Most concluded search well before purchases

 

 

 

 

Word of mouth

 

Customer satisfaction – it is measure by CLV (customer lifetime value)

 

 

 

 

Segments of internet users

 

5. Rural residents are less likely to be online
6. Teenagers are heavy communicators.
   • Frecuent social networking and gaming sites
7. Seniors are less likely to be online
8. Usage segments include connectors, simplifiers, routiners, surfers, bargainers, and sportsters
9. Broadband access in the home is key to behavioral segmentation