It's the Offer, Silly: Optimizing the Most Important Part of the Sale

As published by Direct Marketing News

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Persona Development – An Update

In this great post from Perianne Grignon of [x + 1], she argues that the concept of media is dead, sayi ng obviously at one level – as a means for reaching the right audiences with relevant messages – the answer is “yes”. But if you’re still thinking of media as an array of discreet channels that need to be individually planned for, bought, optimized and managed, the answer needs to be a loud and emphatic “no.”
At Pluris, we wholeheartedly agree with this message. Our Offer Optimization solution runs across all channels, and its goal is to deliver a consistent message to each consumer regardless of channel. About a year ago, we posted our thinking on personas as a means to provide “color” to statistics.

After a year of engaging several major brands in the development of strategic personas, our thinking has only crystallized.

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Mending Gaps in the Dynamic Customer Journey


A company with expertise in cross-channel offer optimization, loyalty, database marketing and advanced analytics
It’s not easy being a consumer-facing brand these days. After years building a company based on one consumer pathway, the mobile, app, email, social, geo-located, connected TV, real-time bargain hungry consumer is now touching brands in more ways and with more diverse behavior patterns than any company can keep up with. That’s 100 years of organizational design shot to hell.


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What Can Brands Learn from SocialTV?

You have probably noticed hashtags during broadcasts, tweets streaming across the screen, second-screen applications where viewers can check in to watch a TV show together online and numerous other examples of the TV industry transforming itself into something more than a lean-back experience. The multi-billion dollar TV industry is fast undergoing a realignment from appointment television on the couch to a real-time, 24/7 entertainment anywhere business. So what can brands outside of the TV ecosystem learn from this?

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Offer Optimization for Mobile: It’s not JUST about knowing your audience.

I spent most everyday in conversations with CMOs, loyalty program director, CIOs and executives across a variety of industries- and while many are still struggling to catch up with, and better leverage, the new behaviors of social media and the real-time web, almost none have a mobile strategy worth bragging about. Why is this?

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A Digital Sign of the Times

The Digital Out of Home (DOOH) Experience is exploding, and most people take it for granted. Why? Because digital signs are essentially familiar, flat panels TVs found in most homes-and signs, digital or not are seemingly everywhere these days. While there has been a push to make signs actionable through QR codes, an increasing amount of companies from retail, entertainment, and hospitality, to cabs and office building are investing in digital signage. Initially, this was because digital signage were simply more compelling visually and its inventory, more flexible.

However, intended or not these signs may just hold the keys to a new consumer and retail gateway.

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Personalized Content is Something Consumers Want, but there is a Fine Line…

Mobile Marketer recently covered an interesting GfK MRI panel study-that shows the majority of tablet consumers want personalized ads- and the ability to buy products they are interested directly.
“Seventy percent of tablet magazine readers wish that digital magazines included tailored advertising, showing the need for more personalized experiences, according to research from GfK MRI iPanel.”

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About this blog

At Pluris, we believe that we all can do a better, more efficient job at marketing to our most important customers. On this blog, we'll discuss how strategy, database management, offer optimization and analytics can help us all be better marketers. Sometimes, we may just talk about sports.

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