PacSun's Integrated Marketing Lessons

Mondy Beller, the VP of eCommerce for PacSun, spoke just before I did at the Responsys event about the integrated marketing programs PacSun is developing. Here are the lessons I learned from her:

  • Your biggest priority should be to build a unified customer database. Beller gave some great examples of multichannel campaigns — running email or Facebook messages that match with customers' recent purchases or daily promotions that are running in store. None of these work without a single customer database that stores all of the customer information.
  • Develop trust with your customers. Beller said PacSun is lucky because its young target audience is both technology savvy and wants to engage in an interactive relationship with PacSun. This makes it easier for PacSun than for other brands to gain customer permission, registrations, and behavioral data. But PacSun still works to nurture trust with its audience. It uses QR codes in stores to get shoppers to log products they browse or to register for mobile promotions. It will also be using iPads to help sales reps show fashions or register customers for email or Facebook while they are in the store.
  • Use Facebook for research and relationship building. PacSun certainly uses Facebook to distribute promotions. But it also uses it to converse with customers. It reads and responds to comments fans post. It posts questions and conversation starters. And it listens to the community to test product ideas, pricing, and the buzz about current promotions. 
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Responsys Introduces The New School Of Marketing

I spoke last week at Interact 2011, a Responsys-sponsored event attended by about 600 of its current clients and prospects. The theme of this year's event was "The New School of Marketing," a framework Responsys has developed to help marketers better connect with empowered consumers. The fundamental principles of New School Marketing are that it is: permission-based, automated, cross-channel, and focused on engagement. See what Responsys thinks will change from current approaches to those that are part of New School Marketing:

I found the event to be extremely well produced (not just because it featured a fantastic performance by the iconic Cyndi Lauper -- see photos below) and full of some great marketer stories which I'd like to share in my next several posts.

Actual Interactive Marketer Predictions For 2011

A few weeks ago, I had lunch in Chicago with several members of Forrester's Interactive Marketing Council. 

Chris Gorz, Hospira
Steve Furman
, Discover Financial Services
David Blanchard, Motorola
Ken Zinn,
Abbott Laboratories
Matt Eaves
, Cancer Treatment Centers of America
Rich Lesperance
, Walgreens

We had a terrific conversation about their plans and concerns for 2011.  You've no doubt seen Forrester's interactive marketing predictions for the upcoming year.  Well, here are the 2011 predictions from this group of interactive marketers:

  • Ad prices increase. Purse strings are loosening enough that new, organic budget is coming into online media.  This will increase competition for the same media, driving up CPCs and CPMs.
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