BIG AD CAMPAIGNS PASSE
AS PRECISELY TARGETING CUSTOMERS
MOVES INTO PLAY
by Tim Waskiewicz, guest columnist
In order to retain and grow your customer
base, companies
must go “below the box”, so to speak, in
terms of their
marketing campaigns.
Smart companies are utilizing technology, creativity and wisdom
to form new analytical techniques, audience targeting
and integrated
marketing campaigns for clients seeking continuous improvement in
“below-the-line” marketing expenditures.
By bringing advanced marketing technology to the
table, savvy companies
will be able to keep pace with increasingly complex
selling, media
and accountability environments.
Take for instance infoLAB,
Inc., based in Ann Arbor, MI. This
database-marketing technology company is at the cutting edge of
the field, applying unique methodologies, tools and processes for
distributed marketing. This enables marketers to cost effectively
pinpoint and communicate to their customers and prospects within
multichannel selling environments at any level of geography.
Marketing has changed dramatically over the past few years with
the advent of new on-line electronic media such as Google Ad
Words, Search Engine Marketing (SEM) and the
proliferation of media
outlets. While the audiences for traditional marketing channels
are declining each year audience sizes and marketing spending for
below-the-line marketing channels such as direct mail,
direct response
broadcast, PR direct response print, and interactive
marketing are
climbing.”
By using highly specialized fifth-generation
proprietary software,
infoLAB can analyze and target customers and prospects
using behavioral
data, event and trigger data along with demographic and lifestyle
data, that can be used to tailor highly personal communications
that can be delivered either on or offline. This unique
application
of technology has come of age and is very relevant for
today’s
marketers who are increasingly being held accountable for their
entire marketing spend. And with the average lifespan of the CMO
now down to 23 months, marketing must launch new programs quickly
that drive acceptable ROIs.
Gone are the days of bombarding an audience of
millions with national
ads to reach a constituency that is in-market to transact. Auto
manufacturers, tire makers, insurance companies,
retailers and financial
services companies are all seeking better ways to
measure transactions
from precisely targeted and timed customer contacts – and
this form of marketing is the main way to achieve the
objective.
The marketing world is evolving and infoLAB has
adapted new technologies,
financial models and experience in order to satisfy
client expectations.
We are proud to be at the forefront of contributing to
the marketing
metamorphosis resulting from the digital age. The question is, is
your company utilizing all of the technology resources available
in this every-technology oriented world?
Tim Waskiewicz is vice president of business development for
Ann Arbor, Michigan-based infoLAB.
EILER COMMUNICATIONS CELEBRATES 20TH ANNIVERSARY
This month, we celebrate 20 years of
providing independent
PR services to established and emerging companies. We
have maintained
a family-like culture and impressive client roster, despite the
current PR industry climate of high turnover and large
global network
firms.
Eiler has come a long way since 1987, surviving the dotcom crash
of 2000 and subsequent demise of many clients, Sandy’s bout
with breast cancer and Larry with prostate cancer. The firm has
evolved into a tight-knit group of professionals, and
has expanded
its client base to include such varied fields as
Internet, manufacturing,
economic development, mortgage, real estate and healthcare.
How has the PR filed changed for a tech PR firm since 1987? The
proliferation of the Internet, digital media and devices, and an
increased power over the media placed in the hands of the people,
putting them in charge of how and when they receive information.
TIME magazine’s
person of the year was you, due to the emergence of YouTube,
blogs and interactive social media that have changed
the communications
world. There are new kinds of companies that didn’t exist
before, and new methods of telling their stories to the
public.
What has not changed is the need for relationships
built on trust,
and the value of PR as a communications tool. It is easier than
ever for mass audiences to communicate about any topic they wish,
and companies who wish to compete must enter the dialogue. As our
colleagues look back on the relationships formed with
clients, vendors
and media over 20 years, we extend a heartfelt thanks for their
support, friendship and trust.
GOVERNOR GRANHOLM APPOINTS
EILER VP JENN CORNELL TO COUNCIL
FOR LABOR AND ECONOMIC GROWTH
Governor Jennifer M. Granholm announced appointees to
the Council
for Labor and Economic Growth this month, and Eiler’s Jenn
Cornell was among them. Cornell is vice president and director of
client relations for Eiler Communications and a
resident of Tecumseh.
She was appointed to represent the business community for a term
expiring April 30, 2010. The council serves as the
state's workforce
investment board and is charged with assessing state trends and
issues, developing strategies and acting as a strategic advising
body to stimulate innovative responses to workforce challenges.
In her role, Cornell will be helping to develop
policies and implement
programs that meet the needs of Michigan's businesses
and help them
successfully compete in the global marketplace.
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