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| PRESS RELEASE - IT'S ALL ABOUT MI |
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| We at Marketsmith recognize that the Direct industry is at a watershed. Mailers' bread and butter consumers are inundated with online and offline messages; business costs are going up across the board (paper, postage, utilities, money); competitors are consolidating into larger, more powerful adversaries. |
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| There are large number of companies supplying print, email deployment, search, list, and database services. They price themselves differently and claim to offer unique options for merchants. But the truth is, they are all offering the same commodities. |
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| Our newly expanded and energized set of services: It's all about MI (pronounced me) - Multichannel Integration is built on the recognition that merchants can no longer afford to communicate through siloed channels. Contact strategies must be created to communicate with customers in the most effective and cost efficient manner. |
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| Customers' purchase behavior and preferences must underlie contact strategies. Additionally, prospecting contacts need to be sensitive to the ways that prospects want to receive information (for example: email sign-up, catalog request, do not mail request, search, affiliate sites with rewards programs). In order to implement these tailored strategies, it is imperative that communication vehicle costs are reasonable and manageable. |
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| Recognizing that contacts can not be created and executed in silos, Marketsmith, Inc. has created and implemented a program which succeeds in eliminating one-off vendor management of commodity services in the areas of database marketing, paid search, and email deployment. We streamline, collapse, and unify the process of bringing all services together to ensure the output is an integrated, fully understood path to purchase down to the contribution level. Clients have a holistic picture of what is generating their demand and growth. |
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| Monica C. Smith, President and CEO stated, "Marketsmith has constantly been at the forefront of the industry evolution, offering our clients leading edge thinking in strategy, execution, and analysis. The marketplace our clients and other marketers are facing is defined by a three-pronged reality: |
| 1. | First, the databases, email deployment, list brokerage, and search services, in essence, have become commodities. Through consolidation, platforms have become non-differentiated, giving everyone access to basically the same set of services irrespective of vendor, leveling the competitive playing field. |
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| 2. | Second, the promise of analytics is overused but the actual delivery of analysis which is meaningful and tied to an action plan is far less common. |
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| 3. | Third, merchants are beginning to recognize the need for a unified strategy that they own and that can be orchestrated through one integrated plan. And most importantly, the return on the plan must be quantified and measurable on a monthly basis. |
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| She went on to say that, "The pricing we have secured for our clients is at or below reasonable market rates. Additionally Marketsmith is supplying the integration glue that creates a holistic marketing strategy and executional plan. We have always offered the ability to integrate these services to our clients that use us for a full service solution. Our analysis across all contact mediums is to the contribution level allowing our clients to gain a true picture of the return on their marketing dollars." |
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| Smith finished with "The point of differentiation has always been obvious at Marketsmith. We have prided ourselves on quick turnarounds, quality and excellence in our work product, delivering improvement in results within 30 days. The market is now in rapid change mode. The days when people thought that technology would lead and the strategy would follow are over. Marketsmith believes that platforms are important, great pricing is imperative, and a cohesive go to market strategy that is informed and actionable and is successful should be the driver. |
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| The most important model change here is that Marketsmith believes that its strategy tool set combined with the right-cost, high performing services that are essential to today's marketers will flip the direct marketing industry upside down. By forcing technology to sit in its rightful place, and by surrounding it with services that are key to understanding and growing businesses, we now have thrown down the gauntlet to challenge other companies to make this model work for their clients. |
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About Marketsmith
Marketsmith, Inc. is an outsourced/insourced/co-sourced provider of multichannel marketing strategy, customer insight, and analysis to the catalogers, retailers, manufacturers, and other multichannel merchants. Companies look to Marketsmith for strategic guidance and hands-on implementation of offline and online marketing operations. Marketsmith's analytical resources allow us to identify and articulate strategies which positively affect our clients' outcomes within the first 30 to 90 days. We provide strategic multichannel integration services, offline and online circulation, user friendly database builds and management, and in depth analysis to grow circulation and revenues. |
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