Cross-media Marketing - Customized Offers

Customized Offers

For mail, companies use the information collected from their customer analysis to provide the individuals with personalized letters or upcoming offers. On the internet, customization permits users to have access to exclusive messaging. In addition, the VDP assists the marketing process by talking to each specific group of customers and giving them personal attention rather than treating them all the same way. This consumer and company process is very common in large online retailers such as Amazon.com. The more personalized an offer is to the target audience, the more prone they are to react positively.

Some of the data that can be investigated to strengthen personalizing the offer includes:

• Personal information including a the customer’s age, gender, and living environment (small town or city)
• Calculating the customer’s expiration date of a magazine subscription is very important because then the marketing company is able send the individual a notice about re-subscribing.
• Keeping track of a customer’s involvement and acceptance rate in the company’s offers is very essential. If a customer is providing the company with constant business than sending them an offer for in store redemption is common courtesy.