OMI Sponsors Podcast - Personalization, Privacy and the Data Dilemma
Posted on Thu, Feb 03, 2011 @ 06:56 PM
Personalization, Privacy and the Data Dilemma
Document Strategy - with host Kevin Craine
There is been a lot of buzz about personalized documents these days. The concept of customizing direct mail, transactional documents like bills and statements, and even personalized web pages with targeted messaging aimed at wooing existing customers and gaining new customers. Vendors and pundits extol the value of using the date collected about customers, accounts and buying habits to create communications that will rise above the din of competitive messages.
Indeed, research shows a rather dramatic increase in response rate when personalizing documents and marketing communications. And new social media and mobile technologies take things a step further allowing companies to reach out to customers in new ways with relevant and targeted promotions and content.
These transpromotional and one-to-one strategies depend on one thing. Data. Data collected about customers, accounts and activity...demographics and behaviors...and even info about your family, your location and your buying habits. This raises some complicated and sometimes controversial issues surrounding privacy, security and customer perception.
We'll be exploring this "Data Dilemma" in this episode of the podcast...strategies and tactics that help leverage the power of personalization while avoiding the pitfalls of privacy and data security.
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If you are looking to boost your marketing success through transpromo strategies and document personalization, but are struggling to overcome the Data Dilemma, you'll find some valuable tips and perspectives in this month's podcast.