Pitney Bowes Survey Says 77 Percent of Brand Marketers Have Blended Their Work and Personal Lives
December 11 2012 - 8:45AM
Business Wire
Where do you keep your smart phone when your head hits the
pillow at night? Is it within arm’s reach or tucked away in another
room? According to a survey conducted by Pitney Bowes Inc. (NYSE:
PBI) at the Direct Marketing Association’s DMA: 2012 Conference
& Exhibition, 69 percent of 175 brand marketers sleep with
their smart phone turned on and within arm’s reach. The survey also
found that 77 percent of brand marketers use the same mobile device
for personal and work email while only 22 percent keep their
devices separate.
The barrier between personal and work life amongst
highly-connected professionals such as brand marketers has all but
dissolved. Like each helix on a strand of DNA, the personal and
work lives are now blended. Each task reflects attitudes and
behaviors that may fit neatly into the work or personal bucket, but
occur in a sequence that rapidly alters as people move through each
day. The “To Do” list is interwoven between work and play. “Pick up
diapers” is listed just under “Finish the sales forecast.”
As we turn the mirror to see marketers as consumers themselves,
the reflection also reveals the real marketing challenge today: How
do marketers target B2B clients or consumers who are increasingly
living and communicating in this hybrid manner?
“As the walls between work and play become more porous,
marketers must be more precise as they use big data to reach their
targets,” said Dan Kohn, Vice President, Corporate Marketing,
Pitney Bowes. “Customer analytics reveal work and play activities
of desired consumer segments. By examining a few – just the right
few – types of data during segmentation, brands may intelligently
communicate with customers during either work or play modes.”
As an expert in communications between brands and consumers,
Pitney Bowes offers tips to help marketing professionals reach B2B
clients and consumers where they dwell - at work and at play.
Data That Helps Target Blended Personae
Time of Day
What time of day is your message hitting your
customer?
Location
Does geo-location place them at home or the office or en route?
Browsing
Does their browser reveal shopping and social media habits at
certain times of day?
Transactions
How often and how much do they spend with your brand? What are
these patterns?
Social
Are they participating with your brand online? Do they take your
surveys?
Pitney Bowes Software Customer Analytics solutions feature
Spectrum, Portrait Explorer, Portrait Miner and Portrait
Uplift.
Spectrum incorporates master data management capabilities
with a future-proof approach that helps organizations build,
extend, understand and leverage complex relationships and
hierarchies within and across organizational boundaries and into
the realm of social networks and big data. The solution delivers
actionable insight to drive efficient and effective customer
interactions and communications across all channels by combining
the disciplines of data quality, data integration and master data
management with spatial, social and predictive analytics in one
comprehensive solution.
Portrait Explorer deals with mass volumes of customer
data and serves it up to business users in an easy-to-use and
compelling interface. By providing direct access to business users
as well as to the data analysts, companies and organizations gain a
greater level of customer understanding in a fraction of the
time.
Portrait Miner utilizes state-of-the-art 3D data
visualization and rapid modeling automation to uncover important
data relationships. The solution helps organizations gain fast
actionable insight into customers and predict future and
profit-impacting behaviors.
The Portrait Uplift solution goes beyond traditional
modeling approaches which predict customers likely to buy, and,
instead, predicts how much a marketing interaction will increase,
or decrease, a customer’s likelihood to purchase.
About Pitney Bowes:
Pitney Bowes provides technology solutions for small, mid-size
and large firms that help them connect with customers to build
loyalty and grow revenue. The company’s solutions for
financial services, healthcare, legal, nonprofit, public sector and
retail organizations are delivered on open platforms to best
organize, analyze and apply both public and proprietary data to
two-way customer communications. Pitney Bowes is the only firm that
includes direct mail, transactional mail, call centers and in-store
technologies in its solution mix along with digital channels such
as the Web, email, live chat and mobile applications. Pitney Bowes
is a $5.3 billion company with 29,000 employees worldwide. Pitney
Bowes: Every connection is a new opportunity™.
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