Are you on a marketing team that closely plans, tests and measures what it does? Marketing can be a funny thing—a place for people who create perceptions of effectiveness—or it can be quite the opposite, full of people who design, simulate and create measurable marketing success. Judging by the sheer volume of “blind” pitches that arrive in our mailboxes (digital and physical) each day, there are still plenty of organizations simulating success rather than doing the hard work of simulation.
Spray and Pray
They are practicing an age-old method called “spray and pray” which has been just effective enough over the years to stay alive. It relies, however, on a cheap way to distribute offers and an expectation that a certain, if small, number of recipients will respond. It relies on the right message accidentally falling into the right hands. It relies on those “right hands” being predictable, which is less and less true every day for two reasons: One, as the world becomes more digital, we’re moving away from expecting offers in physical form; and two, the online world, where we’re rapidly moving, is noisy enough to require mental and technology “filters” that are reasonably good at blocking out the accidental message.
Don’t Get Filtered Out
Marketers, then, need to up their game or get filtered out. And there’s nothing more expensive than failure. Fortunately, there are techniques and tools that are effective at getting through the filters because the audience is actually receptive to the message. The most effective marketers are collecting key attributes of their customers and segmenting to a degree that allows smart matching of message and recipient. Knowing a segment well enough allows simulations to be run so that what eventually makes its way out to customers has been tested for likely success.
Simulation Makes All of the Difference
This simulation is what makes all of the difference. If a marketer knows that a segment has a high propensity to buy items in combination, a targeted offer comes through the “filter” as a beneficial suggestion rather than an insensitive cross sell. Not only is success much more likely, but customer loyalty increases thanks to the positive shopping experience. What started with simulation ends with very tangible success.
This post first appeared on the Loyalty Lab blog and has been lightly edited.