AccuData Integrated Marketing http://www.accudata.com An Integrated Marketing Data Solutions Company Fri, 12 Feb 2016 21:53:53 +0000 en-US hourly 1 Marketing – Art versus Science http://www.accudata.com/marketing-art-versus-science/ http://www.accudata.com/marketing-art-versus-science/#respond Fri, 12 Feb 2016 20:24:29 +0000 http://www.accudata.com/?p=2958 The big debate? How about “He said, she said?” Maybe it’s even the infamous Blue & Black or Gold & White Dressgate? Or, perhaps it’s merely the beginning of a beautiful friendship. Let’s break it down… Simple Definition of Science: knowledge about or study of the natural world based on facts learned through experiments and […]

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The big debate? How about “He said, she said?” Maybe it’s even the infamous Blue & Black or Gold & White Dressgate? Or, perhaps it’s merely the beginning of a beautiful friendship.

Let’s break it down…

  • Simple Definition of Science: knowledge about or study of the natural world based on facts learned through experiments and observation.
  • Simple Definition of Art: something that is created with imagination and skill and that is beautiful or that expresses important ideas or feelings.

You can’t argue with the fact that creativity plays a huge part in Marketing. Effective campaigns require compelling copy, eye-catching design and overall appealing content. So it’s an art form, correct? Well, on one hand, yes it is. It’s obvious that most visual marketing campaigns need to have a WOW factor to attract the attention of the audience. But here’s where the underlining debate enters…

How do you know who the audience is? You may have a general understanding, but is it the right audience? You can have the most amazing campaign, expertly designed with vibrant colors, a riveting message and a can’t-miss-out-on offer, but if you’re not reaching the right audience, will it truly be an effective campaign?

Reaching the right audience means understanding the data you have about your audience. With all the disparate data coming in about your customers, including transaction history, you may not have a clear picture of who your audience is. If you are able to develop a rich profile of your customer base using demographics and preferences, now what? Well, as marketing continues to evolve, it’s even more important to analyze that data, segment the data and gain insight to predict future behavior from that data. That sure sounds like science to me!

So is marketing an art or is it a science? I say it’s a combination of the two. Creativity plays a big role in marketing, but there’s no denying data drives results. Developing your campaigns definitely takes artistic direction, but determining the reach and effectiveness of that campaign requires science.

When campaigns require a deeper level of behavioral understanding and prediction, trust the AccuData team of experts to break through the data clutter and help you truly engage with your prospects and loyal customers.

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The Reseller’s Secret to Profitability and Growth http://www.accudata.com/resellers-secret-profitability-growth/ http://www.accudata.com/resellers-secret-profitability-growth/#respond Thu, 28 Jan 2016 22:17:48 +0000 http://www.accudata.com/?p=2844 With the unrelenting challenges of fluctuating economies and ever-changing marketing trends, it’s imperative for data resellers such as printers, mail houses, direct marketers, and advertising agencies to stay competitive and up to date. AccuData Integrated Marketing understands the importance of resellers staying relevant and ahead of their competition to meet the needs of their clients. […]

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With the unrelenting challenges of fluctuating economies and ever-changing marketing trends, it’s imperative for data resellers such as printers, mail houses, direct marketers, and advertising agencies to stay competitive and up to date. AccuData Integrated Marketing understands the importance of resellers staying relevant and ahead of their competition to meet the needs of their clients. That’s why we believe it’s our mission to help resellers take control of their profitability and get the tools necessary to enable and sustain growth within their business.

AccuData has become one of the leading data service providers in the nation, and has spent over 25 years,  innovating solution-based technologies, developing strategic partnerships and solidifying loyal relationships with dozens of vendors, our employees and our clients.

We’re unique in the fact that we consider ourseleves an extention of our clients’ marketing teams, offering vendor-neutral recommendations, flexible pricing, fast delivery and free ongoing training for their sales teams. We even provide our clients with instant access to run counts and place orders online using AccuLeads®, the industry’s most robust self-service data platform, available 24/7.

Eighty percent of our sales consultants have been with AccuData for more than nine years, and approximately 500 resellers have been our customers for more than 15 years. Those numbers are an accreditation to the level of service we provide, which means our customers are truly getting some of the best industry knowledge available, and can count on AccuData to provide the tools they need to succeed.

For these reasons, we developed our essential Reseller’s Toolkit that’s dedicated to the specialized nature of business for resellers. We grasp the challenges our resellers face, and we created several resource guides that cater to their needs and the needs of their clients.

Our Reseller’s Toolkit provides insights into each of the following areas:

  • 10 Steps to Direct Mail Success – Uncover expert tips you can apply to help your clients optimize their direct mail campaigns.
  • 10 Steps to Email Marketing Success – Engage target audiences anytime, anywhere with email marketing. Learn the key factors that make a successful campaign and how easy it is to add email to direct mail campaigns for maximum ROI.
  • Capabilities Overview – Discover how AccuData’s unique capabilities create scalable data and analytic solutions that help you grow your clients’ business.
  • Industry Solutions – Find out how our industry-specific knowledge connects resellers to the right prospects by selecting highly-targeted audiences for vertically-based marketing.

Resellers large and small turn to AccuData for our industry know-how and outstanding consultative services to maximize profitability. Contact us today to gain your competitive advantage in data-driven marketing.

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The Harsh Reality of Your Data http://www.accudata.com/the-harsh-reality-of-your-data/ http://www.accudata.com/the-harsh-reality-of-your-data/#respond Mon, 18 Jan 2016 21:17:40 +0000 http://www.accudata.com/?p=2767 I’ve been to Vegas, Atlantic City and a few other casinos across the U.S., but I’m definitely not a big gambler. I’ve rolled some dice, said “hit me” a few times and pulled my fair share of one-armed bandits in my day.  But as of today, I haven’t been able to retire on my winnings. […]

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I’ve been to Vegas, Atlantic City and a few other casinos across the U.S., but I’m definitely not a big gambler. I’ve rolled some dice, said “hit me” a few times and pulled my fair share of one-armed bandits in my day.  But as of today, I haven’t been able to retire on my winnings. Safe to say, I could probably save myself a lot of aggravation if I just threw my money out the window on the way to a casino. But the fact is, I hate throwing away money!

So here’s a scary thought. Left untouched, data deteriorates at a rate of approximately 25% per year. Even if you follow every tip, trick and best practice in the book, if you’re working with dirty data, the odds of effectively reaching your audiences will be greatly reduced by inaccurate data. Trust me, it’s not like it’s entirely your fault or you can even blame someone else. Bear in mind, collected data may already be inaccurate, invalid and incomplete. Combine that with attempting to manage multiple data sources and the reality that data becomes obsolete due to other uncontrollable reasons (death, bankruptcy, moving, etc).

When you consider the costs associated with printed materials, postage, email deployment and digital ads, you’ll realize that your true cost of customer acquisition is higher due to inaccurate records, outdated information and undeliverable email and mailing addresses. That doesn’t sound like an effective way to manage your budget and brings me back to the horror of throwing money away!

Download our latest infographic to see what dirty data may be costing you! Instead of taking a gamble and relying on the data you are currently using, why not let the AccuData team of experts implement our suite of data hygiene and suppression services to ensure customer file accuracy?

 

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How You Can Avoid Roadblocks to the Inbox http://www.accudata.com/how-you-can-avoid-roadblocks-to-the-inbox/ http://www.accudata.com/how-you-can-avoid-roadblocks-to-the-inbox/#respond Mon, 28 Dec 2015 19:58:52 +0000 http://www.accudata.com/?p=2694 The weather outside might be frightful this winter season, but nothing could be scarier for marketers than having unkempt customer and prospect email addresses. Okay, that’s a bit of a stretch, but it’s certainly a reason for concern. The condition of your email data files has a big impact on your marketing ROI, and you […]

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The weather outside might be frightful this winter season, but nothing could be scarier for marketers than having unkempt customer and prospect email addresses. Okay, that’s a bit of a stretch, but it’s certainly a reason for concern. The condition of your email data files has a big impact on your marketing ROI, and you may inadvertently be creating roadblocks for your email campaigns. So let’s discuss how you can start 2016 off right with optimized campaigns that are more likely to hit your target’s inbox.

Without any warning, email addresses can have short lifespans for a multitude of reasons. Your contacts may change employment, domain names become invalid and email inboxes are abandoned. Whatever the circumstance, keeping up with a clean database of emails is a must-do item in order to maximize your email marketing efforts.

Being at the mercy of details submitted via lead forms could clog your database with all kinds of interesting, yet invalid, email addresses. Some individuals enter fictitious email addresses, others use improper syntax either by accident or intentionally, and there are a few that create email boxes specifically for marketing emails. All of these scenarios could result in roadblocks for your campaign, and subject your email deployments to a barrage of dreaded bounce backs.

Too many emails that are returned to the sender could lead to those emails being flagged as SPAM. You may even get blacklisted by Internet Service Providers (ISP) if your overall sender score is rated very poorly due to a high percentage of invalid bounced emails. Whether sent directly or through a third party, your email sender score and reputation is tied directly to your brand in the Internet space.

As you can see, regular and systematic cleaning of your email database is essential for email marketing campaigns and your email reputation with ISPs. We’re talking quality over quantity here, and there’s simply no value in continuing to try to send to an email address that isn’t working for you. The higher your delivery rate, open rate and engagement, the better your email marketing campaigns will be.

AccuData Integrated Marketing can provide you with a quick and easy way to clean up your email data files to increase the likelihood of your emails making it to the intended inbox. Through our multi-step process, we execute a complex set of algorithms that test and identify each email address independently to ensure that it is viable for emailing. The tool can identify email address syntax errors, verify Domain Name Systems (DNS), distinguish unknown and/or invalid email addresses, recognize “role-based” email addresses and more. We even have the ability to replace those email addresses with better alternate email addresses based on frequency of use, and recency of use algorithim.

If you are not sure of the last time your email data was cleaned, or if you’ve never had your email data cleaned, now is the time to take the steps necessary to protect your sender reputation and increase the likelihood of your emails being delivered. Contact AccuData today and let us help you validate your emails and clear the roadblocks to the inbox.

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Generational Marketing Isn’t Like Pulling Teeth http://www.accudata.com/generational-marketing-isnt-like-pulling-teeth/ http://www.accudata.com/generational-marketing-isnt-like-pulling-teeth/#respond Wed, 09 Dec 2015 20:09:28 +0000 http://www.accudata.com/?p=2523 My dentist’s office confirmed my recent dental appointment not once, not twice, but FOUR times! A postcard I filled out during my last visit arrived in my mailbox a week before the appointment. Two days prior, I received a voicemail. A reminder email was delivered the day before, and then finally a text to confirm […]

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My dentist’s office confirmed my recent dental appointment not once, not twice, but FOUR times! A postcard I filled out during my last visit arrived in my mailbox a week before the appointment. Two days prior, I received a voicemail. A reminder email was delivered the day before, and then finally a text to confirm the appointment was sent two hours before.  I got to thinking about this a little more.

Obviously my dentist has ALL of my contact information, but would one reminder have been sufficient? When I arrived at the dental office, I asked the office manager if it was standard procedure for them to contact their patients via four different tactics. She looked at me, laughed and said they generally base it on the patient’s preference. I didn’t recall selecting a preferred method, so I continued to ask a few more questions.  (Maybe I was just trying to distract her and avoid being escorted to the chair).

What’s the top way patients prefer to be contacted? She confirmed my assumption that it was by text message. As I was escorted to the chair, I began to think of how we market to diverse generations, and the ways they engage and respond to various messages differently.

For instance, my parents don’t own a cell phone, so texting them would be futile. They are also retired and may not check their email daily. However, since they are old school, they religiously check the mailbox (heck, most of the time they watch for the mailman to pull up to the curb and personally greet him).  I’m sure a phone call or voicemail would have done the trick, but it reaffirmed my belief that in order to capture the attention of the different generations, you not only have to speak their language but you also have to deliver the right message by the preferred delivery method.

Here’s a mini breakdown to help you understand the age groups among the generations and a few suggestions to take into consideration when you market to them. Keep in mind, age is just ONE of the factors that affect your targeted audience’s response.  To be most effective, you’ll want to know more than just their age.

The Silent Generation (1927 – 1944) – This group grew up in the Great Depression and lived through four major wars. Although they are increasingly becoming more tech savvy, they may be less responsive to digital and mobile marketing, trusting traditional forms of marketing most. Give them a call or mail them a letter.

Baby Boomers (1945 – 1964) – This group grew up in economic prosperity and lived through the social revolution. They enjoy individualization and truly feel young at heart. Since this is the only generation to fully embrace both print and digital media, a multi-channel marketing approach should work well.

Generation X (1965 to 1981) – This group may not have experienced the economic safety net, but they are concerned about earning a living and a work-life balance. This generation is very tech savvy, which means digital marketing is mandatory. Don’t rule out direct mail which can support digital marketing and break through the clutter!

Generation Y / Millennials (1975 -1995) – This group experienced a whirlwind economic roller coaster and a technology boom. Incredibly tech savvy, self-absorbed and will block unwanted information, digital marketing, including social are essential channels, but consider adding direct mail if it is creative and can stand out in their mailbox.

Generation Z / Official name TBD (1995 – 2015) – To put it in perspective, the oldest among this group is barely out of high school. They are destined to be the dominant youth influencers of tomorrow. They have developed relationships with social media, beyond Facebook, and readily share information.

Need help segmenting your database and optimizing your marketing campaigns? Let the AccuData team of experienced consultants elevate the performance of your direct mail, digital and mobile campaigns.

Oh, and for the record, look Mom, no cavities!

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