A Dollar For Today Or Two Yuan For Tomorrow?

When marketers face this problem, the overwhelming majority of the answers are, of course, both today's dollar and tomorrow's two yuan.

But unfortunately, most of today's marketers are forced to choose today's dollar by habit and pressure and abandon the two yuan tomorrow.

Let me tell you a true story.

A clothing e-commerce company intends to send product catalogues through direct mail, text messages and e-mail, to attract customers to visit websites or call centers to order their clothing.

They are looking for two suppliers.

A supplier's plan is to test first, 20 thousand direct mail, 100 thousand e-mail and 5000 fixed point distribution, and filter data from more than ten databases according to certain criteria.

Follow up each email and feedback, and finally analyze: the list has the highest feedback rate, which is more effective, and the reward, design and typesetting feedback rate is the highest.

The testing process is also constantly adjusted. After the test is completed, 200 thousand target customers' plans and feedback and paction projections are made. The cost of such a test project is 80 thousand yuan.

Another supplier's plan is to send 60 thousand direct mail, 300 thousand e-mails, with a cost of around 100 thousand, but there is no tracking, feedback and analysis.

Finally, the company chose second companies.

Judging from the investment return of this promotion, it must be the highest return on investment of the latter (if the data quality and the rate of achievement of the two groups are almost the same), the latter only sends three times the former's two, but the cost is not much different.

However, a large part of the investment in the first plan is to improve the effectiveness of the next large-scale pmission. By improving design, planning, data selection and media, time and target customers will greatly enhance the return on investment in direct marketing.

In fact, the person in charge of the company is very clear that in the long run, the former plan must have a higher return on investment, but the company can not wait until next time, they only need 1 yuan today, not tomorrow's 2 yuan.

For many small and medium enterprises in China, survival is the first. If you can't earn 1 yuan today, you will starve to death tonight. So choosing today's dollar and abandoning tomorrow's 2 yuan are helpless.

This is why many small and medium-sized enterprises blindly carry out mass advertising.

But many large companies that have enough capital and pay attention to long-term development may also choose second options.

The reason for this correction may be that the concept of advertising is deep-rooted: the pmission of information to more customers at the lowest cost.

This is why we call this kind of mass management without feedback management and analysis called advertising group.

In fact, advertising group can not be regarded as database marketing. The biggest advantage of database marketing is continuous self-learning, self reflection and self improvement.

The ability of a company's database marketing does not depend on the high rate of feedback of an activity, but rather on the continuous improvement and improvement of the rate of return and return on investment.

The first time sending activities, the same investment, the advertising group may get more feedback orders than the database marketing with feedback collection and analysis, but the database marketing has been greatly improved.

In the long run, the return on investment in database marketing is much higher than that in advertising.

So what do you want today or $2 tomorrow?