A selection of documents, articles, papers, videos and other content for those interested in the transformation that is required when going 100% digital in an organization. I also try to highlight the impacts, both positives and negatives of that transformation. Like it? Please click "Recommend"
If you are ready to embrace life after the death of the newsprint flyer, I recommend two key first steps:
1) Get the basics right. Use data from a loyalty program to understand your customers. Be able to discern promotions that work from those that fail. Bordering on shocking is the number of retailers that aren’t able to say which promotions work, who are the key customers, and which promotions drive the right items and the right categories to the right customers. 2) Focus on alternative promotions. Start testing them now. Instead of 16-page flyers that go into the Saturday mailbox, deliver 1-1 targeted flyers delivered to a mobile phone, via email, the web or social media.
Don’t wait until the day until the flyer is not working at all. Get started now to build a true 1-to-1 relationship that creates not merely a satisfactory but dazzling experience for your customer and drives emotional loyalty to your brand.
Farid Mheir's insight:
We all know printed flyers will disappear the same way yellow pages have. Flyers will slowly drop in popularity until they disappear quite fast: this is what happened with yellow pages. Multiple external disruptions came into play (google, google maps, mobile, 3G, ipad, etc.) and converged to make YP usage useless, which resulted in what looked like sudden drop in usage. But in fact this could have been predicted years in advance. Problem is we don't know when the sharp drop will happen, and thus we postpone difficult digitization and optimization processes because the "traditional", mechanical or printed version, still works for most people. Businesses instead should use the time to test the new way and prepare for the time when it actually comes.
catalogs are still mailing in the billions (with a b) and the reason from the marketers’ perspective is the foundation of direct marketing: catalogs work! They more than pay for the costs of getting them into the hands of customers and prospects.
Still, there were “only” 12.738 billion catalogs mailed in 2010 (about 35 for every man, woman and child in the country), down from 13.684 billion in 2009. That’s a drop of nearly 7%.
Farid Mheir's insight:
My mind boggles when I read the sheer volume of print catalogues out there. And weekly grocery paper flyers! There is no question that a digital cliff is approaching (read my post about it) and that they will be hit hard. What should media companies do to prevent falling off the cliff?
Read Robin's comments. Then try some of the classes. Very basic or more comple, they provide insight that are essential for businesses that are going digital. Visualization has become very important, with recent flood of infographics (not all good) and visualization toolkits. They are transforming the way the press reports the news in certain cases - The Guardian UK paper even has a section Show and Tell dedicated to it.
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