Are you tracking the results of your campaigns and marketing communications, do you know what works and what doesn’t?
We work with your team, increase effectivity and work creatively.
By building up a profile of each customer, which in turn drives automated and triggered relevant communications, is the key to success.
By working with our data partner, we create a flexible marketing platform by consolidating disparate data sources into a centralised Single Customer View database to run campaigns. Using this consistent, accurate and real-time view of individual customers and their interactions, we restructure marketing activities accordingly.
This enables data exploration and mining for easy segmentation and selection. By enabling the creation of relevant, automated and triggered campaigns, we improve customer satisfaction. This allows us to track the effectivity of these campaigns quickly and easily, cut marketing wastage and drastically reduce costs.
Comments Off on When did you last test and research?
Have you got the latest information on your market, do you know what really works for them?
We listen, research, understand, gain insight and are proactive.
Mulberry work with a fantastic research partner to utilise multiple research and profiling tools to build a comprehensive picture of current customers. This informs further research programmes that enable us to establish clear profile groups that have a strong propensity to convert into new customers. From this we create innovative multi-channel campaigns that clearly communicate your business’s KSPs (Key Selling Points).
Detailed profiling also enable us to target long tail leads.
We create interest within the sector and target similar user groups using affinity marketing.
We care, plan for the future, nurture, innovate and evolve.
The key to achieving high levels of customer satisfaction is to recognise customers at risk of leaving the purchasing journey at an early stage. By building a clear picture of each individual’s journey we recognise and target those customers to tempt them back.
Customer retention programmes include targeted, automated and triggered communications via multiple media channels.
All data generated by these activities is collected and then fed back into the system, enriching customer knowledge and enabling us to refine your campaigns.
If you would like help researching and understanding your customers, drop us a line.
Comments Off on Spring Clean your marketing communications
I know, I know it might be a case of pot calling the kettle black here (seeing as we are in the long and slow process of updating our own communications, the way things are going… check back with us on this in a year or two!) BUT we have been very, very busy helping a number of clients really get to the root of the purpose and effectivity of their marketing materials.
For most of these clients the process starts with ensuring there is a deep understanding of their current customers through research and data analysis. What most clients find is that although the ‘type’ of client they have may not have changed – i.e they are still in the same age bracket, gender bias, economic position etc. etc. – because technology and society as a whole has changed they way they like to be communicated with is quite different.
For example imagine that your target audience is a 55 year old man, (middle class, middle Britain you get the gist). This guy is significantly different to someone who was 55 fifteen or ten years ago. This man will have been a teenager in the 70s and 80s listening to Blondie, The Sex Pistols, The Jam and Madness, his language and self image will almost certainly differ from someone born a decade earlier who would have been born in the aftermath of WWII and would have been a teenager when the Beatles and rock and roll were just emerging.
These differences are even more vast when you look at younger markets – someone who’s 20 now, won’t remember a time without mobile phones, the internet or even really social media, whereas someone born a decade earlier will. The use of language and the media we use to communicate with our different customer types must evolve with them. We should be constantly testing and evaluating how we talk to them, what visually stimulates them and which channels we use to reach out.
In order to keep track of this ever changing landscape it’s important to build in ways to keep up with what interests your customers. Ensure that when capturing their data you are asking a few vital questions to ensure you understand what they need from you. When planning your marketing budget allow for some spend on focus groups and proper data analysis.
Most importantly how are you tracking the effectivity of your campaigns, are you keeping on top of your website’s Google analytics, what do your social media stats tell you and how do you measure the effectivity of your print comms?
Now’s the perfect time to spring clean your marketing materials – why not drop us a line to find out how we can help you!
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