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Finally, there are some innovative demographic geo-targeting tools available that can accurately pinpoint where a marketer?s perfect prospects are located. Marketers start by describing the specific demographic characteristics of their ideal customer, then, identify a specific mailing area. These tools, like MapMail for example, search sophisticated sets of data from verified national mailing lists to find prospects that match qualities the marketer is targeting.
www.dmnews.com | March 30, 2009 | DMNEWS | 13 TECHNIQUE Deliver top results with digital production Digital production systems can help you save costs, improve efficiency and get to market faster. Four industry experts discuss how marketers can get started with these bottom line-boosting tactics @dmn Read a on our Lee Gallagher Comm Freddie Baird Bill Ziercher Bill McGrath Manager, EVP & COO, Chairman, CEO, DM Solutions, QuantumDigital Gabriel Group OrangeSprocket InfoPrint : There are a few digital production tactics : Today’s marketers – whether in the com- : The convergence of software-as-a-service : The challenging economy is forcing con- businesses can use to improve efficiency, save mercial or nonprofit worlds – are looking (SaaS) and Enterprise 2.0-based collabo- sumers to spend less, sending marketers money and reduce time to market. for ways to market more selectively, get to ration technologies has brought the next scrambling for solutions that drive results One way is to take advantage of Web-to- market faster, and to put the best practices of generation of project management applica- on a shrinking budget. The CMO Council’s print portals to streamline the creation, distri- one-to-one marketing into profitable action. tions to the forefront. This helps marketers recent Routes to Revenue study suggested bution and fulfillment of approved marketing We are among the printers that recommend execute their projects on time, on budget that 60% of marketers polled will implement materials and support documentation such and provide technology, including automat- and with the right quality. more personalized, relevant campaigns, and as sales and branding guidelines, process ed workflows and business intelligence, as At OrangeSprocket, we use an online 45% were determined to do a better job of documents and approved marketing collat- well as a proprietary Web-based marketing project management system from Clarizen. cross- and up-selling — driving improved eral. Through these portals, such items can This provides team members with an easy financial results with the existing customer be made available to associates within days THE TAKEAWAY way to share knowledge, be in sync and base. But exactly how should a marketer rather than weeks. Additionally, because A printing partner with established digital ensure that everyone is on the same page. go about implementing these campaigns to approved materials are centralized in one workflows can help speed production By leveraging team collaboration and a SaaS ensure optimal and maximum results? location online, businesses can be assured delivery model, the next generation of proj- that their associates are accessing and using ect systems provides a significant advantage THE TAKEAWAY only the most current version of marketing resource management platform that helps for companies in completing their portfolio Successful transpromo requires strong materials available. This reduces instances reduce client costs throughout the entire of design projects on time and increasing data analytics and document composition of obsolete collateral and waste. marketing process. their competitive edge. Another digital production method that Through a fractional ownership model, There are some ways these tools help provides high value is on-demand digital marketers effectively “own” a piece of a design marketers need to consider in order Transpromo, the combination of must- highly sophisticated marketing engine on to save costs, improve efficiency and get to read documents with customized, target- THE TAKEAWAY an as-needed basis, without the investment market faster. ed promotional materials is a strong and Software that searches across mailing lists in equipment, software and staff. proven strategic choice for 2009, because For example, an international biotech it transforms a traditional cost center into a help print stay on target and sent accurately THE TAKEAWAY client with 6,800 employees in 35 countries Online project management systems help revenue generating opportunity. To ensure estimates that Web-accessed digital work- that dir
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