|TechTransform, January 21, 2007: Jay Bower, President of Crossbow Group, a Connecticut-based direct marketing agency originally founded by direct marketing guru Bill Mirbach, had some useful remarks about trends his team is seeing for 2007. I've reprinted them here with his approval.
Multi-channel marketing. Establishing positioning, messaging and offers that work online (web sites and sitelets, email, banners, expandables, Pay-per-Click and affiliate programs) and offline (print, catalogs, mail, sales support) will be the hallmark of successful companies. If one channel isn't helping build another, you need to re-evaluate.
Integrating strategy, creative and technology will come increasing important. Companies that know how to use enabling technologies to efficiently execute "creative" will separate themselves from competitors.
Analytics and accountability. C-level execs and boards have lost their patience; they want to know NOW how every marketing dollar is spent and their return on that spend. The tools and expertise you need to turn data into information are readily available.
Pay-per-Click programs. If you don't have a well thought out program for Google, Yahoo and other search engines you should. Your return on investment can and should outpace every other acquisition channel. If not, reach out to folks who can get you on track.
New ideas. This year again established the importance of looking at your business anew and making well calculated investments in high-potential areas like viral and mobile marketing.
Right on the money, Jay! We have experienced these trends ourselves. You could say that any company not investing in all available channels is probably in for a rude surprise.
The Crossbow Group is composed of Clio-, One Show- and Caples-award-winning creative teams backed by a formidable account management SWAT team.
TechTransform represents Crossbow Group on the West Coast - I'll be happy to put you in touch with Jay and his team.
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