Comments on: Sense And Respond Marketing http://blog.jimnovo.com/2007/01/10/sense-and-respond-marketing/ Moving from a Low Accountability to a High Accountability Business Model Sun, 7 Mar 2010 12:47:21 -0500 http://wordpress.org/?v=2.8.4 hourly 1 By: Sense And Respond Marketing « Marketing ROI: Whims from Ron Shevlin http://blog.jimnovo.com/2007/01/10/sense-and-respond-marketing/comment-page-1/#comment-16 Sense And Respond Marketing « Marketing ROI: Whims from Ron Shevlin Thu, 11 Jan 2007 17:44:22 +0000 http://blog.jimnovo.com/2007/01/10/sense-and-respond-marketing/#comment-16 [...] For more discussion on this, see Jim Novo’s Marketing Productivity blog. [...] [...] For more discussion on this, see Jim Novo’s Marketing Productivity blog. [...]

]]> By: Ron Shevlin http://blog.jimnovo.com/2007/01/10/sense-and-respond-marketing/comment-page-1/#comment-15 Ron Shevlin Thu, 11 Jan 2007 02:22:11 +0000 http://blog.jimnovo.com/2007/01/10/sense-and-respond-marketing/#comment-15 And if I were still at Forrester, I'd be beating them into submission to get them to see things my way. And if I were still at Forrester, I’d be beating them into submission to get them to see things my way.

]]> By: Jim Novo http://blog.jimnovo.com/2007/01/10/sense-and-respond-marketing/comment-page-1/#comment-14 Jim Novo Thu, 11 Jan 2007 02:18:03 +0000 http://blog.jimnovo.com/2007/01/10/sense-and-respond-marketing/#comment-14 Yes, isn't it funny how over the years people twist and turn terms like "Relationship Marketing" and "Loyalty Program" into whatever suits their purpose? Some of the efforts called "Loyalty Program" now include simply collecting customer comments, which magically creates Loyalty, I guess. That said, your point is well taken and fighting the "naming convention" fight is probably not worth it. I believe Forrester is going with "LifeCycle Marketing" but I think "Sense and Respond" is just as good if not better because it sounds like something is actually getting done! Yes, isn’t it funny how over the years people twist and turn terms like “Relationship Marketing” and “Loyalty Program” into whatever suits their purpose? Some of the efforts called “Loyalty Program” now include simply collecting customer comments, which magically creates Loyalty, I guess.

That said, your point is well taken and fighting the “naming convention” fight is probably not worth it. I believe Forrester is going with “LifeCycle Marketing” but I think “Sense and Respond” is just as good if not better because it sounds like something is actually getting done!

]]> By: Ron Shevlin http://blog.jimnovo.com/2007/01/10/sense-and-respond-marketing/comment-page-1/#comment-13 Ron Shevlin Thu, 11 Jan 2007 01:07:53 +0000 http://blog.jimnovo.com/2007/01/10/sense-and-respond-marketing/#comment-13 Well put, Jim. Your HSN example is a great example of the kind of capability more marketers need to develop. The only "problem" or "danger" with calling this "relationship marketing" is that that term means so many things to so many people (which is why I tried to give it a name that set it apart). But you're right on -- it IS all about having a dialogue and developing a relationship. It's about LISTENING and processing. For better or worse, however, most of the marketers I talk to (who are mostly from large organizations) are stuck in the campaign mud. If something isn't part of a "campaign", it's foreign to their way of thinking. Well put, Jim. Your HSN example is a great example of the kind of capability more marketers need to develop.

The only “problem” or “danger” with calling this “relationship marketing” is that that term means so many things to so many people (which is why I tried to give it a name that set it apart). But you’re right on — it IS all about having a dialogue and developing a relationship. It’s about LISTENING and processing.

For better or worse, however, most of the marketers I talk to (who are mostly from large organizations) are stuck in the campaign mud. If something isn’t part of a “campaign”, it’s foreign to their way of thinking.

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