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A Digital Spin on “Know Your Customer”: Data-Driven Marketing

We live in interesting times. Marketing, which was considered black magic with advertisers playing grand wizards, is fast becoming a field for technology specialists. Information about individuals is the key nowadays. Integration of data, processes, channels and marketers is already a reality. As their focus is on delivering the right message to the right person at the right time, it requires formats to be tailored to the audience’s physical and virtual locations. Data is more than just customer name, age and

The Holy Trinity of Digital Marketing you should know as a marketer

Audience in the Digital World Traditional Mass Media like TV commands an audience of millions for a single content piece like a TV show. Newspapers too have a staggering audience for their front-page articles. The economics of these media works on sheer numbers. In the Digital Media, the audience is highly fragmented. It is quite impossible to get such concentrated, sizeable audiences for a single web page. Even Social Media like Twitter, which leverages Trending News, will garner and audience that

Demand for B2B data – on the upsurge!

Boomtime! These days, the market is abuzz with a lot of B2B activity.  Start-ups, especially those related to online businesses and the digital environment, are receiving seed/angel funding or are being acquired like never before by large business enterprises – both international and domestic. Acquisitions and consolidations are taking place at a frenzied pace, and the Indian corporate environment is rapidly changing its colours. Now, more and more marketers, across various industries in India, are seeking professionally collated, trustworthy, tried and tested

Make an ‘offer’ they simply cannot refuse!

When it comes to sending out a piece of Direct Mail to elicit a favourable response, the one that carries an Offer versus the one which doesn’t – emerges the winner! Simply put, no offer means no response. A classic example of mailers containing offers are those designed by Reader’s Digest – they always pulled in the desired response. When you have a good offer going, shout it from the rooftops; not in the by-lanes of your text. Be upfront about

Two benefits of fund-raising through direct mail

In an insightful analysis of Fund-raising through the medium of Direct Mail, Mal Warwick & Associates Inc. shared some interesting data. It was their conviction that donors are discerning and intelligent; that they understand far more about the process of Fund-raising. They also found that Fund-raising through Direct Mail served a very useful purpose of public education – their research had shown that for a great many people, Fund-raising letters were a more trustworthy source of information. The First Benefit Donors being

What is the single-most important constituent of a direct mail campaign?

Is it the ‘offer’? Is it the design? Is it the simplicity of the communication? Or is it something more? While all these contribute to the overall appeal of the Direct Mail campaign – the single-most factor that drives its success is finding the right ‘List’ to which the mailing should go. This is where a List Broker comes in to offer you totally impartial advice that costs you nothing, but can save you a lot of money. Since Brokers handle a

The workhorse that generates leads, traffic and sales!

Quite honestly, no other piece of communication works harder. That is because Direct Mail is an indefatigable workhorse when it comes to making a one-to-one connection with its target audience that outperforms almost every other media tool, to reach the winning post and earn you handsome rewards. Consider this: Tom Froti in Direct Mail and Periodicals says that In the US, an average household receives only two pieces of Direct Mail a day compared to 157 emails. Unlike other media promotions,

What is direct mail if it cannot be directed?

And, what is direct mail if it gets trashed before it is opened? – A Hobson’s choice indeed. Of late, there has been a lot of hue and cry over the privacy breach in direct mail strategies, especially in the West, although in India, we aren’t even close to getting our legal definition right for the word ‘privacy’. Nonetheless, the new Code of Practice released by the New York-headquartered Direct Marketing Association (DMA) may have some far-reaching impact

Do people still use direct marketing?

They do, when they are building loyalty for a brand Can’t be sure if you have watched Birla Sun Life’s direct marketing (DM) campaign ‘The Last Telegram’ so here’s a YouTube Link. Conceptualised by DDB Mudra Max, on July 14, 2013, the last day of the Indian telegram service, a team of 15 people from the agency sat at the Telegram Office in Mumbai from 9 am to 10.30 pm and diligently wrote out individual telegrams to high net worth

Does more data imply better customer service?

Not necessarily, if the data collected is not fed back into the feedback loop You may be spending a fortune in opening up new markets, designing and selling personalized products, thinking of newer ways to enhance a customer’s ‘experience’ of your brand, but if your service desk is not making use of the data insights that your CRM software is generating, you may well forget about having any data strategy in place. You are not making proper use of the customer

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