Today’s media marketplace is cluttered with competing outlets selling overlapping demographics, with huge discrepancies in quality and cost. Sales messages, from flyers to e-mail spam, bombard customers. Under pressure to get optimal results for each dollar, companies must scrutinize every element of the marketing mix. Enter consensual marketing, in which you ask those customers who want your information to participate in your marketing by giving you important contact data. Authors and direct marketing consultants Ernan Roman and Scott Hornstein cite corporate case studies to buttress their claim that this process, which they call "opt-in" marketing, improves customer loyalty, profitability and longevity while significantly cutting marketing expenses. They even specify the minimum amount you can expect to save. The only thing that undermines the effectiveness of their message is their bad habit of continually repeating themselves. Even if garnering the solid facts about consensual marketing thus requires some patience, getAbstract recommends this book’s worthwhile ideas to all marketers.
In this summary, you will learn
- How consensual opt-in marketing works;
- What it can mean to your organization; and
- How to implement it.
About the Authors
The author of Integrated Direct Marketing and several other books, Ernan Roman is founder and president of Ernan Roman Direct Marketing where Scott Hornstein is a senior partner. Hornstein is an industry speaker and has written for numerous national publications.