Are you losing market share? Or have you made the changes needed to gain market share and profits?

FabCom is an interactive, full-service integrated marketing and advertising agency that has been building websites and creating online marketing and advertising campaigns since 1991.  Because we’re among the top “hybrid” marketing and advertising agencies in the Southwest, we are acutely aware of the massive changes that impact how customers are introduced to and ultimately become loyal to a brand. During the last two years, we’ve been actively following the evolution of mobile computing, which is singularly making as many online marketing changes as the entire online marketing arena has made over the last 15 years.

In this time frame, the mobile computing revolution has freed our target audiences to choose new pathways leading them to become customers – pathways not available via traditional advertising and marketing. If your messaging and tactics have not been changed to adapt over the last 24 months, you are quickly about to realize that 33% of the market your brand used to reach – with the strategies and tactics you deployed before this revolution – is no longer reachable. Next year, if the evolution continues at this pace, this number will exceed 50%. That’s a 50% reduction of a brand’s ability to reach its markets if a brand has not reconfigured marketing strategies and deployed the new technology that did not even exist three years ago. Below are fast facts to illustrate this tipping of the applecart in the marketing and advertising industry:
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This year we at FabCom sent out our holiday cards in the form of direct mail and HTML, both with corresponding PURLs.  Staying true to our core methodologies, all communications were cross-channel, dynamic and integrated.  And of course… we tracked our results in real time.  All was accomplished through the use and integration of a multitude of tools, programs and creative and tech-savvy mavens.

After receipt of FabCom’s holiday card this year, interlinkONE posted an article on their blog with their reaction.  We’d like to share it:

A Holiday Card Worth Imitating

Alright, before get too far in this post, I must say this: I received a lot of Holiday cards this year. And I loved them all!

But I just want to take a moment to highlight one that stood out to me.

The Holiday eCard from Fabcom

FabCom is an interactive marketing agency. I love their company and their staff for many reasons. They are energetic, creative, and extremely hard-working. And, they use  interlinkONE’s multi-channel marketing software to help them build, manage, execute, and measure marketing campaigns for their clients, which also gives them extra points in my book.
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The best, most influential pitchman (or pitchwoman) to persuade people to buy a specific brand is very likely…you.

It’s the ultimate form of dynamic one to one marketing, where you are the star of your own commercials. Envision it—an ad where you (or a digital likeness of you) is drinking Coke or using Tide laundry detergent or splashing in the clear blue waters by the Atlantis resort.

This “you as the pitchperson” isn’t some futuristic fantasy of what true, emotionally resonating, dynamic one to one marketing messaging will someday be. Scientific research, and psychological studies that have already been conducted, and some currently underway at Ivy League institutions such as Stanford University, are finding that digital avatars—the images we use of ourselves in games like “World of Warcraft” or on social networking sites such as Facebook—are highly persuasive in influencing behavior and, significantly, in persuading customers to buy specific brands, according to the March/April 2011 issue of Scientific American magazine.
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What’s better than one buzzword? Three or four strung together . . . Right?

In this case, they actually carry significant specific meaning and your understanding could very well impact your company’s future marketing success and ROI.

Database Marketing

Means generating customer or prospect contact information from a database in order to send promotional offer. The message may or may not be personalized.

Dynamic Database Marketing

This means generating customer or prospect data, and content from multiple databases including contact information, recent and past purchase or website activity and more. Going beyond personalization to hyper-relevance, the message provides information the recipient finds useful and welcome and refers to recipient’s recent activity. Infinitely scalable – up or down.

Real-Time Dynamic Database Marketing

All the above done on-the-fly, automatically; targeted, produced and sent within seconds.