Mailing list companies and direct marketers have always practiced the art of data appending to create better, more personal lists.
The idea is to take a list with basic contact data and add details acquired from other data sources, such as magazine subscriptions, association membership and even specific purchasing behavior. The end result is a list with a much richer level of information that allows the mailer to personalize offers and communications based on this greater level of personal information.
In today’s socially driven world, marketers are also able to append lists with data given and acquired freely in social networks. Now, adding a customer’s Facebook or Twitter data has become a smart and powerful way to create more relevant offers and socially driven customer relationship management.
Some companies still claim that their customers and prospects don’t use social media. I doubt that’s true these days for any industry. But this is sure a great way to know for certain.
In addition, this kind of information makes it much easier to identify your advocates and champions — the ones that are out there spreading the word in social channels and who might be really good candidates for you to target for special attention.
See full article at: Top 10 Social Media Tools to Find Your Referral Champions : Marketing :: American Express OPEN Forum.
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