Yet many businesses still practice these useless exercises. I know of a pizza parlor that complained the return on their post-card mailing was dismal. They were sending discount coupons to hundreds of homeowners and were getting a very poor response.
It turned out they were sending the postcards to everyone, thin a 25 mile radius, regardless of any profiling Information. The problem with this method was that there was no selection process for the recipients. So their offer was ignored by many, particularly those to whom It did not appeal (I. E. , Atkins? Dieters, etc). The other problem was with their geographic selection (or lack thereof). Who would travel 25 miles for a pizza when there are half a dozen choices within a few miles of their home regardless of how good the discount was?
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Their target market was poorly defined. Page 6 Like the pizza parlor, plenty of businesses practice bad racketing on a regular basis. It’ wasteful and It produces s negative effects. With an unfocused target market, the wrong people will get the wrong message. As a result, marketing dollars will be wasted. Prospective clients may look unfavorable on your business because you appear to be careless, desperate, or just plain clueless, and no one wants to work with a business like that. Customers can’ be treated anonymously. Hence the t quest for personalized marketing.
One of the keys to successful marketing and sales Is understanding your accustomedness and pains, and how to better serve them. Personalized marketing will help businesses address these customer needs. Personalized marketing can be basic and simple, or complex and sophisticated, depending upon budget and requirements. Analysis of market segments, demographics, and other knowledge about the audience with sophisticated analysis and algorithms to automatically target a precise message to the individual shopper. Page 7 Amazon. Com is probably best known for this level of personalization.