Transform your Marketing to Make Money with Technology

The world is certainly changing, and technology is ever more quickly transforming how sellers make money.  In the United States online retailers report sales are up 14% from 2011.    European online consumers this year will spend more than 305 billion euros, approximately $396.5 billion, up 20% from 254 billion euros ($330.2 billion) in 2011, according to a projection from Ecommerce Europe.   Tradition retail is flat. 

Trying to fight back, traditional “brick and mortar” retailers are using technology as well.  Email marketing, mobile shopping, and on-site promotions have all played an important role in traditional stores as they try to fight the online encroachment of their customers.

About 23% who took part in a Bizrate survey said that they used a smartphone or tablet to shop online during the much hyped “Black Friday” and “Cyber Monday” sales. Perhaps more impressive is that 70% of those surveyed said they went on to make purchases based on the online research / email that they had done.

The moral?  Customer market segmentation (good old CRM — customer relationship management) tools allow saavy traditional and online retailers to target customers most interested in their products.  Using a combination of business intelligence to identify who buys from you and then targeting them at the right time in the right way (less email, no calls please and yes send me a text when I’m in the store) results in higher sales at the register — whether it is the in store register or the e-shopping cart.

 

 

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About Sandra Eisenberg

Dynamic pragmatic marketing and sales executive whose biggest asset is converting technology to real corporate value -- for a variety of industries including health care providers (Adventist Health System Sunbelt), Teradata (Data Warehousing), RWD Technologies (quality improvement and professional services), Siemens and AT&T (telecom). Sandra brings twenty years of experience in sales, marketing and IT management. Her career spans entrepreneurial firms (E5 Marketing) and senior positions in sales, sales management (direct and indirect), marketing, channel development and product management at Bell Labs and NCR Teradata. A few career highlights: • Total product lifecycle management (PLM) using ISO 9001 and other quality methodologies. Sunset aging product lines and developed a migration path to a new, open standards platforms at Avaya, NCR and Bell Labs. • 1st woman to win the AT&T and NCR Teradata national sales awards -- top sales manager and sales rep at AT&T, NCR Teradata and Avaya • Delivered profitable marketing campaigns in the area of CRM, Business intelligence, contact centers and other high tech areas • Run call centers, sold call centers and been in product management of call centers (Avaya, AT&T and NCR) • Director of CRM Strategic Planning and Alliances at Avaya and NCR Teradata • Senior Manager of Product Management Bell Labs (business intelligence, data warehousing and CRM) Most recently Sandra managed the Central Florida territory for Siemens' telephony division. Siemens is selling this division soon and their loss can be your gain.

Posted on December 14, 2012, in customer relationship management. Bookmark the permalink. Leave a comment.

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