April 2009


The Obama Effect: 20 Takeaways for Multichannel Fundraisers in Inside Direct Mail is one of the clearest introductions to what works in the real world and coordinating with care online elements and devices as well to generate total presence, mindshare marketing that closes the sale — or gets your vote. This is the approach that organizations and businesses need so much now in these tough times for so many to survive, then thrive. MonetizeYourData / HumanizeYourData hopes to be helpful.

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Here is your bottom line in aligning the value of your time and money with your business or organization online and real world. This is one brief, excellent Twitter example of how we hope to be helpful in these challenging times for so many, and truly worth it.

Brandchannel makes a good point that data in loyalty programs without really listening to customers and constantly maintaining buzz relevant to their needs — and wants (can be two separate things, wants and needs) is wasted data, time, and money.

When we at monetizeyourdata passionately push for humanizeyourdata, it’s not just about human faces and warm feelings leaping out of the numbers, which as it is, we believe many well-meaning Web analytics and offline marketing measurement types are not wired to get, so to speak. We believe that without 360 degree buzz marketing centered around all of your operations contributing to why is your business or organization constantly relevant to your customers, meaning your brand as their never-boring, always reliable friend, your survival is literally at stake — no matter how sophisticated your data management and loyalty systems, or equally bad, if you spend your hard-earned marketing and sales dollars acting out gut-feeling brand imaging, advertising, events, and other communications alone.

We hope to be helpful in these difficult times for so many. There is a real need for focus, balance, and truly, long-term investing in your messages, with your data deployed as knowledge capital rooted in your timeless values. From another Brandchannel blog post:

(Those) that are successful over the long term are those that use this turbulence (of 2009’s serious economic troubles) to rethink and optimize their businesses and portfolios in preparation for the recovery that’s sure to come (eventually). They will take a hard look at their assets and make tough decisions to maximize return on investments. Brands are no exception and should be reevaluated on an ongoing basis…

Unfortunately, many think of their offerings as brands, when in fact it is often the case that they are just offerings, which we define as having a minimum level of connection with customers, such as limited awareness and loyalty. Brands, in contrast, have and promote an emotional connection with customers and build a set of associations and expectations around their offerings. The key is to focus resources on the brands that have a true connection with target (customer data) segments. Examples of brands that have effectively leveraged their relationships with customers to expand their offerings include Iams (pet insurance and food) and Tide (To Go stain removal pen).

Two lenses should be applied to begin prioritizing the future brand portfolio: strategic intent and financial performance.

Strategic intent usually offers the greatest insights about the future of a brand. This lens allows you to identify which brands have a clear, strategic role in the portfolio today or, importantly, could have one in the future. Key questions include: Which brands have a clear target segment and associated value proposition? Which brands have the potential to extend into other categories or markets? Which brands play a key and well-defined offensive or defensive role?

Then identify those brands that are important contributors to financial performance and/or have exhibited strong growth. Revenue figures typically tell the story and guide the prioritization of brands from a financial perspective…While figures shed additional light on brand performance, they also provide direction and serve as input to inform key financial roles of secondary brands (and the range of your messages) within the portfolio…

The real opportunity is to determine what to do with gray assets—those that have weak financial performance and strong strategic intent, or vice versa. The best way to understand their potential is to look at them as part of the overall portfolio rather than as individual assets. Often the interdependencies with (your) other brands (and messages), and the resources allocated to them or their category, can explain their current performance and/or delineate their potential role in the portfolio…

How are brands aligned with customer segments? Are there customer segments that are being underserved? Are there brands that are overlapping in terms of what they offer to customers? Are there strong brands that could expand cross-category or regionally to drive growth? Just recently, for example, Toyota announced the development of a fourth brand in its portfolio to expand into the ultra-affordable car segment in developing (markets)…

What serves as the silver bullet in identifying the winning portfolio strategy is an estimate of commercial impact. While the ultimate metric is usually sales and/or profitability, we have found that customer preference, purchase intent, and ability to attract new customers or increase loyalty are among the metrics that can be used during research to determine brand potential.

On this Sunday morning, when we were reflecting on a recent visit to the personally inspirational (respecting many peoples and many beliefs in this world) retro-modern Christ The Light Cathedral, with a cafe, gift shop, and more — including a viewing area of Oakland’s wonderful Lake Merritt, we re-read some Easter literature from the church that says:

Pentecost Sunday is the final day of Easter. Christians adopted the feast from the Jewish harvest festival of Shavout, which is a memorial of the day God gave the Ten Commandments to Moses. For Christians, Pentecost is the day the Holy Spirit descended upon the disciples as wind and fire. It is the moment in which Jesus fulfilled his promise to send his spirit to his followers.

Jesus said he’d send an advocate, a helper. There are unlimited ways in which we are helped by the Spirit. Scripture lists seven gifts in particular that the Spirit gives us: wisdom, understanding, right judgment, courage, knowledge, reverence, and awe.

Anytime we need help, we can ask the Holy Spirit to fill us with one of these gifts. We will experience the very same power that the disciples did on that first Pentecost. It probably won’t be as dramatic, but it will be just as real.

Well, we at humanizeyourdata.com / monetizeyourdata.com see the spirit and light of hope for your bottom line in real life in these very tough times for so many — in what Sarah Lacy (we have learned much from her in both her columnist and author roles) insightfully wrote in TechCrunch is happening (and we are observing personally as well) online through what she describes as Twitter Lifecasting.

In a world blending every day more and more between the physical, the real world, and truly, for your organization or business, virtual, bottom line reality, we sincerely hope Spiritcasting (across peoples of many beliefs) is possible to survive, then thrive together in a renewed economy, country, and planet of The We, Not Just The Me.

Are you curious? Are you ready? We hope to help.

From DM News (April 6, 2009):

DATA

How will semantics (Web 3.0) change content monetization?

Semantics (processes) text to recognize associations between words on a page. This allows ads to be automatically and precisely connected to the page content, explains James Oppenheim, CMO at Peer 39.

The first of three monetization models for this is the development of targeted advertising, he says.

Another is semantic marketing. Semantic content will be capable of triggering third-party marketing functions, Oppenheim explains. Imagine reading a movie review and being able to purchase a digital feed of the movie on the same page. With all that rich semantic information floating around, data mining will be a big money maker.

Finally, he says, paid content will make it possible to semantically annotate digital content, allowing unprecedented search capabilities. Companies can charge a modest fee to grant a rapid and precise digital content search, he explains.

Monetizeyourdata.com / humanizeyourdata.com hope to be helpful in the development of shared, sustainable income in these challenging times for so many.

There is a brief, but unusually well brought together article in DM News (April 6, 2009) called “Custom Evolution,” about data integration and delivery, and coordinated brand marketing that truly generates sustainable buzz and valuable (and measurable) relationships with your customers on a more timely and personal basis (whether B2B or B2C purchases).

The following three trends are hot topics in the sector, says Custom Publishing Council chairman Michael Winkleman:

Multichannel: Besides magazines and newspapers, (even small businesses and organizations doing online and variable data printing publishing, not just traditional corporate publishers) are creating webzines, widgets, and mobile and consumer-driven Web content;

Integration: 75% of consumers prefer getting information through custom publishing rather than ads — but that the messages need to be integrated. Too often in the past custom publications were stand-alone efforts; and

Measurement: ROI has been more important over the past several years, and the recession can only heighten that…dispelled is the notion that custom publishing lacks measurement tools.

Monetizeyourdata.com / humanizeyourdata.com
hopes to be helpful in the development of shared, sustainable income in these challenging times for so many. As the business or organization that you are or represent, thanks for your serious consideration and good faith towards shared success.

Earth Day will be 40 years old in 2010. We were at the first one, Central Park, NYC, age 5. Today it is 2009 Earth Day.

What has each of us done, or not done? For our survival? Our family’s? Our community’s Our country’s? Our planet’s?

And yes, the surviving, then thriving of your income — and hopefully ours too.

The stakes in real world, health and financial terms, are very high now, very serious. THIS IS YOUR CALL TO ACTION.

In the 360 degree data analysis, strategy, branding, and marketing that is humanizeyourdata.com / monetizeyourdata.com, why should you care?

Why should you be curious about working with us in the emergence of online video (that we trained at Stanford University towards)? Key points that are on point from DM News (March 30, 2009) are:

– Online video helps marketers educate consumers on their brand.
– Online video also helps brands reach a fragmented viewing audience more cost-effectively.
– Integrating branded content into video is one option gaining steam.

Do you get the message? Do you see the potential for your business or organization? Think of these Weblinks as our best Earth Day business gifts:

Three Dog Night

Fifth Dimension

Remember, please, that in our gifts of “edu-tainment,” this is all about your business or organization and the bottom line. And hopefully, you just might have fun working with us too! That’s allowed, ya know. Doing Well. Having Fun. Doing Good.

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