Marketing tools
InformationWeek > Interactive Marketing > Finding The Customer > August 1, 2005
Overview of multiple online tools
Note
1) metrics metrics metrics
2) use of online survey tools, such as zoomerage
3) keep experimenting, keep trying
"Marketing has long been a blend of numbers and nuances, with data crunchers and creative types forced to live with one another. But this relationship is about to get even more complex and intertwined as customer-interaction tools grow richer and more complicated. A slow shift is on: Carmakers and other consumer-goods advertisers still pour most of their marketing money into print, TV, and radio, but there's a clear move to shift some of that money to more-interactive channels. And those channels create a new opportunity to pitch products and ask for ideas.
Business-technologists need to be ready to support the conversation marketers want to have. 'If you can feel it or sense it or perceive it, you can measure it, and if you can measure it, then you can find a way to make it better and refine the methodology,' says John Krafcik, Hyundai's VP of product development, strategic planning, and marketing.
While there's a fierce buzz around emerging marketing channels, from blogs and RSS feeds to podcasts and even satellite radio, it's unclear how they'll develop. Hyundai, by agreeing to make XM Satellite radio receivers standard equipment in its cars by 2007, gets a channel that broadcasts exclusively to Hyundai customers. Why would anyone listen to the 'Hyundai channel' over the dozens of other satellite channels? The company hasn't figured that out yet. But it plans to use the same online survey tool it used for the Sonata campaign, MarketTools Inc.'s Zoomerang, to gather data on customer responses to the radio messages."
Overview of multiple online tools
Note
1) metrics metrics metrics
2) use of online survey tools, such as zoomerage
3) keep experimenting, keep trying
"Marketing has long been a blend of numbers and nuances, with data crunchers and creative types forced to live with one another. But this relationship is about to get even more complex and intertwined as customer-interaction tools grow richer and more complicated. A slow shift is on: Carmakers and other consumer-goods advertisers still pour most of their marketing money into print, TV, and radio, but there's a clear move to shift some of that money to more-interactive channels. And those channels create a new opportunity to pitch products and ask for ideas.
Business-technologists need to be ready to support the conversation marketers want to have. 'If you can feel it or sense it or perceive it, you can measure it, and if you can measure it, then you can find a way to make it better and refine the methodology,' says John Krafcik, Hyundai's VP of product development, strategic planning, and marketing.
While there's a fierce buzz around emerging marketing channels, from blogs and RSS feeds to podcasts and even satellite radio, it's unclear how they'll develop. Hyundai, by agreeing to make XM Satellite radio receivers standard equipment in its cars by 2007, gets a channel that broadcasts exclusively to Hyundai customers. Why would anyone listen to the 'Hyundai channel' over the dozens of other satellite channels? The company hasn't figured that out yet. But it plans to use the same online survey tool it used for the Sonata campaign, MarketTools Inc.'s Zoomerang, to gather data on customer responses to the radio messages."
posted by JTH at 8:12 PM
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