Name: Consultants Online
City: Cardiff
Website: www.consultants-on-line.com
We use technology and social media platforms to add new dimensions to our marketing and PR tactics. We call it Smart 1:1 Marketing. We understand our clients’ preferences by knowing their likes and dislikes. We follow their behaviour and engage with them online in increasingly personalised ways. And we’ve taken the 1:1 concept even further. Not only do we know what services clients have purchased previously, and that they’ve ‘liked’ our Facebook page, we combine and evaluate this data with other inputs quickly - within 48 hours while the data is still fresh and actionable. Then we ask the question: “Does this customer want to buy from us again?”
Think of Smart 1:1 Marketing as a formula: Smart 1:1 Marketing = triggers + social media + client history + current campaigns. Combining these touch points delivers better, more relevant offers on a 1:1 basis. The benefits are clear: increasing the value of our client base; higher level of repeat business; number of transactions up by 15%; revenue up by 20% and better information for strategic planning.
With a limited budget, it is critical for us to understand where our marketing resources are best applied. Our clients are no longer individuals in a crowd; they are connected by social and professional networks. We’ve noticed how generic sales messages are no longer effective, so we have a learning relationship with clients, one that gets smarter with each interaction.
Mike Warren is the director of Consultants Online.
