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Follow That Customer!
SLMA Staff Reviewer The Next Revolution: EDM This book is about the next revolution. Event-Driven Marketing (EDM) adds the important dimension of the right time. Marketers now have the ability to make that right offer to that right customer at the right time--at exactly the moment that customer develops a need for your product or service. The result is the same as each of the preceding revolutions: increased response and conversion rates and improved profitability of marketing investments. Follow That Customer! is the first complete handbook of EDM. It covers everything from theory to process management to profitability calculations, database analyses, and legislation. In addition it has seven real-world cases that bring EDM concepts to life. Follow That Customer! is a must-read for any manager, marketer, or entrepreneur who wants to be more relevant, productive, and successful. What Others are saying about: Follow that Customer! Follow That Customer! The authors have discovered the central flaw in most direct marketing: That it is based on past behavior. Event-driven marketing is about future behavior—the kind triggered by events. And we're not just talking about birthdays. This compelling new book is filled with both B2C and B2B case histories. You'll learn how well-timed event marketing can move customers into the sales funnel. You'll learn how to leverage EDM through mobile devices. And you'll find out about the changes you need to make to exploit this marketing phenomenon. EDM takes direct marketing beyond the world of traditional campaigning and into the more complex—and more effective—world of managing ongoing customer relationships, in a way that is both welcomed by customers and more profitable for marketers. I particularly appreciate the authors' inclusion of several useful methods for measuring the ROI on multi-touch programs—a vexing challenge in much of B-to-B marketing. Also, their introduction of the notion of scoring and scorecards to predict the likelihood of an event, to identify target audiences appropriate for EDM treatment, will be a boon to marketers everywhere. Follow That Customer! Is an excellent contribution to the literature on marketing and not to be missed! It puts the customer centre stage, which is exactly where he/she should be in any marketing strategy." CRM (customer-focused entrepreneurship) is about balancing the value of the customer and the value for the customer. Even Driven Marketing is about the right timing of customer contact and therefore bridges traditional marketing and CRM. This book is a unique travel guide to follow your customer's journeys. Alan Weber is a master database strategist and this book adds another chapter to his rich teaching and writing history. This book demonstrates that event-driven marketing influenced by life-stage changes is at the center of the next generation of marketing.
$39.95 Pub: Racom Communications
www.racombooks.com
For as long as there has been commerce, sellers have tried to predict what people, and their customers in particular, wanted to buy. That's what made the early direct mailers of the 19th century so revolutionary. Salespeople had always kept track of individual customer preferences, but now here was the ability to track and identify customer preferences on a mass scale. Then came the database and CRM revolutions. Database marketing and predictive modeling have made it possible to make the right offer to the right customer.
To me Event Driven Marketing (EDM) is the ultimate marketing machine. Target the right message on exactly the right moment at the one customer fitting that message. For sales, services, information or win-back . . . Hey, I love EDM!
A.J. Nyhuis
Program and Change Manager
ING Bank
van Bel, Sander and Weber provide the next step in the evolution of direct marketing. Event-driven Marketing takes the critical elements of consumer's behaviors and helps turn them into actionable programs. Wonderfully readable, yet concise and focused. Great information for direct marketers wanting to move to the next level.
Don E. Schultz
President, Agora
Emeritus, The Medill School, Northwestern University
Ray Schultz
Former editor of DM News and Direct
President, TellAllmarketing
Ruth P. Stevens
President, eMarketing Strategy
Adjunct professor, Columbia University School of Business
Alastair Tempest
Director General
FEDMA
Wil Wurtz
Director
CRM Association, Netherlands
Jack Schmid
President
J. Schmid & Assoc. Inc.
