{"id":33771,"date":"2010-07-08T10:28:07","date_gmt":"2010-07-08T10:28:07","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=33771"},"modified":"2010-07-06T11:04:22","modified_gmt":"2010-07-06T10:04:22","slug":"targeted-marketing","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/targeted-marketing\/","title":{"rendered":"The Solar Plexus Punch of Targeted Marketing"},"content":{"rendered":"<p>The other day a flyer dropped out of a magazine I subscribe to. Yes, I do still read paper!<\/p>\n<p><span class=\"alignright\"><img decoding=\"async\" data-src=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2010\/07\/target.jpg\" alt=\"target\" title=\"target\" width=\"300\" height=\"206\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" style=\"--smush-placeholder-width: 300px; --smush-placeholder-aspect-ratio: 300\/206;\" \/><\/span>I tossed it towards the recycling pile, along with all the others that came with it, without a glance. No surprises there &#8211; open rates are very low, and action rates even lower.<\/p>\n<p>However, in this case, one of my children picked it up and opened it, probably because of the image of two dirty, tired, and very young girls on the front. Inside, the names of the children: <strong><em>the same as the names of my two daughters<\/em><\/strong>.<\/p>\n<p>Coincidence? Or very clever marketing?<\/p>\n<p>Whichever it was, the message was very powerful indeed.<\/p>\n<p>Rationally, targeted marketing like this would be expensive, but doable:<\/p>\n<ul>\n<li><strong>Problem 1<\/strong>. The magazine already has my name and address since I&#8217;m a subscriber, but the advertisers don&#8217;t &#8211; but perhaps I gave permission to share &#8220;with carefully selected partners&#8221; at some time?<\/li>\n<li><strong>Problem 2<\/strong>. They&#8217;d need to find my daughters&#8217; names. More difficult, but not impossible, given the multiplicity of databases out there.<\/li>\n<li><strong>Problem 3<\/strong>. Then merge, print, and get the flyers in the right magazines. This is really just a logistical problem, tricky but not insurmountable. <\/li>\n<\/ul>\n<p>So not easy, but worth it, perhaps, for the impact.<\/p>\n<p>What can you do to personalise your message for your audience, so that you get the same power behind the message?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The other day a flyer dropped out of a magazine I subscribe to. Yes, I do still read paper! I tossed it towards the recycling pile, along with all the others that came with it, without a glance. No surprises there &#8211; open rates are very low, and action rates even lower. However, in this [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":33774,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[9,28,24],"tags":[6432,317,6433],"class_list":{"0":"post-33771","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-best-practices","8":"category-customer","9":"category-media","10":"tag-adverts","11":"tag-marketing","12":"tag-targeting","13":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Targeted Marketing - Solar Plexus Punch<\/title>\n<meta name=\"description\" content=\"Targeted marketing can have a huge impact: personalising your message for effective targeted marketing\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.corporate-eye.com\/main\/targeted-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Targeted Marketing - Solar Plexus Punch\" \/>\n<meta property=\"og:description\" content=\"Targeted marketing can have a huge impact: personalising your message for effective targeted marketing\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.corporate-eye.com\/main\/targeted-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"Corporate Eye\" \/>\n<meta property=\"article:published_time\" content=\"2010-07-08T10:28:07+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2010\/07\/target.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"300\" \/>\n\t<meta property=\"og:image:height\" content=\"206\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Lucy Nixon\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@lucynixon\" \/>\n<meta name=\"twitter:site\" content=\"@lucynixon\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Lucy Nixon\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/targeted-marketing\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/targeted-marketing\/\"},\"author\":{\"name\":\"Lucy Nixon\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/d273bf7421dc8f5fec96785876b760e2\"},\"headline\":\"The Solar Plexus Punch of Targeted Marketing\",\"datePublished\":\"2010-07-08T10:28:07+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/targeted-marketing\/\"},\"wordCount\":237,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/targeted-marketing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2010\/07\/target.jpg\",\"keywords\":[\"adverts\",\"marketing\",\"targeting\"],\"articleSection\":[\"Best Practices\",\"Customer\",\"Media\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.corporate-eye.com\/main\/targeted-marketing\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/targeted-marketing\/\",\"url\":\"https:\/\/www.corporate-eye.com\/main\/targeted-marketing\/\",\"name\":\"Targeted Marketing - Solar Plexus Punch\",\"isPartOf\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/targeted-marketing\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/targeted-marketing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2010\/07\/target.jpg\",\"datePublished\":\"2010-07-08T10:28:07+00:00\",\"description\":\"Targeted marketing can have a huge impact: personalising your message for effective targeted marketing\",\"breadcrumb\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/targeted-marketing\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.corporate-eye.com\/main\/targeted-marketing\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/targeted-marketing\/#primaryimage\",\"url\":\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2010\/07\/target.jpg\",\"contentUrl\":\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2010\/07\/target.jpg\",\"width\":300,\"height\":206},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/targeted-marketing\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.corporate-eye.com\/main\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"The Solar Plexus Punch of Targeted Marketing\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#website\",\"url\":\"https:\/\/www.corporate-eye.com\/main\/\",\"name\":\"Corporate Eye\",\"description\":\"...compare, compete, excel\",\"publisher\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.corporate-eye.com\/main\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#organization\",\"name\":\"Corporate Eye\",\"url\":\"https:\/\/www.corporate-eye.com\/main\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2019\/11\/corporate-eye-logo.png\",\"contentUrl\":\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2019\/11\/corporate-eye-logo.png\",\"width\":283,\"height\":42,\"caption\":\"Corporate Eye\"},\"image\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/x.com\/lucynixon\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/d273bf7421dc8f5fec96785876b760e2\",\"name\":\"Lucy Nixon\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/538dc739f95aa5a2fd75d054808b18b2afa37a9282a7a8f87001a77dc128d759?s=96&d=identicon&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/538dc739f95aa5a2fd75d054808b18b2afa37a9282a7a8f87001a77dc128d759?s=96&d=identicon&r=g\",\"caption\":\"Lucy Nixon\"},\"description\":\"Lucy is Editor at Corporate Eye\",\"sameAs\":[\"http:\/\/www.corporate-eye.com\",\"https:\/\/x.com\/lucynixon\"],\"url\":\"https:\/\/www.corporate-eye.com\/main\/author\/lucy\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Targeted Marketing - Solar Plexus Punch","description":"Targeted marketing can have a huge impact: personalising your message for effective targeted marketing","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.corporate-eye.com\/main\/targeted-marketing\/","og_locale":"en_US","og_type":"article","og_title":"Targeted Marketing - Solar Plexus Punch","og_description":"Targeted marketing can have a huge impact: personalising your message for effective targeted marketing","og_url":"https:\/\/www.corporate-eye.com\/main\/targeted-marketing\/","og_site_name":"Corporate Eye","article_published_time":"2010-07-08T10:28:07+00:00","og_image":[{"width":300,"height":206,"url":"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2010\/07\/target.jpg","type":"image\/jpeg"}],"author":"Lucy Nixon","twitter_card":"summary_large_image","twitter_creator":"@lucynixon","twitter_site":"@lucynixon","twitter_misc":{"Written by":"Lucy Nixon","Est. reading time":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.corporate-eye.com\/main\/targeted-marketing\/#article","isPartOf":{"@id":"https:\/\/www.corporate-eye.com\/main\/targeted-marketing\/"},"author":{"name":"Lucy Nixon","@id":"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/d273bf7421dc8f5fec96785876b760e2"},"headline":"The Solar Plexus Punch of Targeted Marketing","datePublished":"2010-07-08T10:28:07+00:00","mainEntityOfPage":{"@id":"https:\/\/www.corporate-eye.com\/main\/targeted-marketing\/"},"wordCount":237,"commentCount":0,"publisher":{"@id":"https:\/\/www.corporate-eye.com\/main\/#organization"},"image":{"@id":"https:\/\/www.corporate-eye.com\/main\/targeted-marketing\/#primaryimage"},"thumbnailUrl":"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2010\/07\/target.jpg","keywords":["adverts","marketing","targeting"],"articleSection":["Best Practices","Customer","Media"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.corporate-eye.com\/main\/targeted-marketing\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.corporate-eye.com\/main\/targeted-marketing\/","url":"https:\/\/www.corporate-eye.com\/main\/targeted-marketing\/","name":"Targeted Marketing - Solar Plexus Punch","isPartOf":{"@id":"https:\/\/www.corporate-eye.com\/main\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.corporate-eye.com\/main\/targeted-marketing\/#primaryimage"},"image":{"@id":"https:\/\/www.corporate-eye.com\/main\/targeted-marketing\/#primaryimage"},"thumbnailUrl":"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2010\/07\/target.jpg","datePublished":"2010-07-08T10:28:07+00:00","description":"Targeted marketing can have a huge impact: personalising your message for effective targeted marketing","breadcrumb":{"@id":"https:\/\/www.corporate-eye.com\/main\/targeted-marketing\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.corporate-eye.com\/main\/targeted-marketing\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.corporate-eye.com\/main\/targeted-marketing\/#primaryimage","url":"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2010\/07\/target.jpg","contentUrl":"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2010\/07\/target.jpg","width":300,"height":206},{"@type":"BreadcrumbList","@id":"https:\/\/www.corporate-eye.com\/main\/targeted-marketing\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.corporate-eye.com\/main\/"},{"@type":"ListItem","position":2,"name":"The Solar Plexus Punch of Targeted Marketing"}]},{"@type":"WebSite","@id":"https:\/\/www.corporate-eye.com\/main\/#website","url":"https:\/\/www.corporate-eye.com\/main\/","name":"Corporate Eye","description":"...compare, compete, excel","publisher":{"@id":"https:\/\/www.corporate-eye.com\/main\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.corporate-eye.com\/main\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.corporate-eye.com\/main\/#organization","name":"Corporate Eye","url":"https:\/\/www.corporate-eye.com\/main\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.corporate-eye.com\/main\/#\/schema\/logo\/image\/","url":"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2019\/11\/corporate-eye-logo.png","contentUrl":"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2019\/11\/corporate-eye-logo.png","width":283,"height":42,"caption":"Corporate Eye"},"image":{"@id":"https:\/\/www.corporate-eye.com\/main\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/x.com\/lucynixon"]},{"@type":"Person","@id":"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/d273bf7421dc8f5fec96785876b760e2","name":"Lucy Nixon","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/538dc739f95aa5a2fd75d054808b18b2afa37a9282a7a8f87001a77dc128d759?s=96&d=identicon&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/538dc739f95aa5a2fd75d054808b18b2afa37a9282a7a8f87001a77dc128d759?s=96&d=identicon&r=g","caption":"Lucy Nixon"},"description":"Lucy is Editor at Corporate Eye","sameAs":["http:\/\/www.corporate-eye.com","https:\/\/x.com\/lucynixon"],"url":"https:\/\/www.corporate-eye.com\/main\/author\/lucy\/"}]}},"modified_by":"Lucy Nixon","_links":{"self":[{"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/posts\/33771","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/comments?post=33771"}],"version-history":[{"count":6,"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/posts\/33771\/revisions"}],"predecessor-version":[{"id":33841,"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/posts\/33771\/revisions\/33841"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/media\/33774"}],"wp:attachment":[{"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/media?parent=33771"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/categories?post=33771"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/tags?post=33771"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}