O'Reilly logo

Data Driven Marketing For Dummies by David Semmelroth

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Chapter 12

Crafting Your Marketing Message

In This Chapter

arrow Getting people to pay attention to your message

arrow Using digital technology to your advantage

arrow Using images in your messages

arrow Using customer profiles to customize messages

Much of this book focuses on the mechanics of database marketing tactics. I talk a great deal about analyzing data to identify target audiences and measure results. But the customer data that underlies all this analysis can also be helpful in crafting the messages that you want your customer to hear.

In this chapter, I talk about using what you know about customers to make your communications more relevant. Given the current state of technology, it’s possible to craft communications that are highly customized and personalized to individual customers. This personal touch helps immensely in getting your message heard.

Getting Your Message Heard

The first step in getting a customer to respond to your marketing communication is getting them to pay attention to it. This is actually a two-step process. It has to first avoid the recycling bin. Next it has to be read. ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required