In the News (Week of March 3rd)

With marketers continually narrowing the scope of their targeted consumer message, Joanna O’Connell of AdExchanger asks: Is One-To-One Communication Worth It? As part of her customer lifecycle management research, O’Connell interviewed several marketers on the subject and found that (surprisingly) many aren’t yet convinced it is.

One concern that was raised was around the cost and investment in relation to the benefits of 1:1 consumer communication. “Sure, in theory it makes sense to have a master system of record for people, but the amount of time and resources [necessary to get there…] it probably isn’t worth it,” the marketer stated.

That’s where companies like Semcasting step in. We provide the results and affordable pricing models that allow marketers to target consumers—but not just one-to-one. All marketers first and foremost know who their customers are and can describe them on multiple levels (such as lifestyle, purchase habits, etc.). But in terms of digital marketing, this means that confirmed one-to-one targeting becomes a time consuming process of elimination.

If you know the multitude of details about your customers, why spend time looking for them individually? Why not consolidate time and resources by identifying and targeting groups of customers at the same time?

We have access to vast records of data when you need it for analysis, creating segments, and audience selection. O’Connell writes, “Companies must embrace the nuance and figure out the right balance given their own current and future customer-base.” By utilizing the time and resources of outside companies like Semcasting, we can enable marketers to tailor their messages without hindering their operations and plan—in addition to expanding their future customer-base.