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The rise of right-time marketing

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Abstract:

The way marketers communicate with customers is being irrevocably altered. The proliferation of channels, customer touch points and product offerings is creating unprecedented marketing opportunities. At the same time, response rates are decreasing, privacy regulations are tightening and consumers are looking for technologies to enhance their ability to filter marketing efforts. Customers are demanding that marketers communicate when and how it is convenient for them.No matter where in the world companies are based, their business managers and marketers must be aware of the growing consumer backlash that is driving governments to support regulations to protect individuals' privacy. Regardless of the channels used, marketers cannot ignore the effect this growing privacy movement will have on marketing strategy. New regulations and customer attitudes will require a shift in marketing strategies across all industries and will result in fewer, more restrictive avenues for acquiring and communicating with customers.Knowledgeable marketers can use these events to differentiate their companies. This paper discusses the key privacy and technology initiatives that affect both business-to-consumer (B-to-C) and business-to-business (B-to-B) marketers, and outlines the forces and regulations driving the privacy movement. Most importantly, it presents breakthrough, effective strategies that marketers can use to bridge the gap between companies and customers in this new marketing age.Journal of Database Marketing & Customer Strategy Management (2005) 12, 212–225; doi:10.1057/palgrave.dbm.3240258

Document Type: Research Article

DOI: https://doi.org/10.1057/palgrave.dbm.3240258

Affiliations: 1: 1is the President and Founder of Privacy Research and Consulting. He is an attorney and member of the State Bar of California. He founded Privacy Research and Consulting following four years with the Direct Marketing Association (DMA) where he oversaw the development of educational content for the association’s conferences. A large part of his responsibilities involved tracking strategic, tactical and legal developments in the direct and internet marketing industries. His position at the DMA has also allowed him to work with senior political and policy leaders. 2: 2is a co-founder and CEO of Unica Corporation, the world leader in enterprise marketing management solutions. He is responsible for the company’s strategic direction and day-to-day business operations and has had over 20 years of both industry and academic experience in software and technology. He is the co-author of the industry guide Solving Data Mining Problems Through Pattern Recognition’ (Prentice-Hall 1995–1997). He was named Entrepreneur of the Year’ in technology, media and marketing for New England in 2002.

Publication date: 2005-04-01

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