Stamped with the seal of approval from nearly two dozen marketing titans, Ricoh, a leading provider of digital output solutions, today announced the launch of its first-ever published book: Precision Marketing: Maximizing Revenue Through Relevance. Written by marketers who leverage data-driven customer insights to improve relevancy and drive revenue, Precision Marketing aims to enable a breakthrough of today’s clutter of irrelevant, mass communications by optimizing customized content. This book features proven, revenue-generating case studies from international powerhouses around the world including Amazon, Fiat, France Telecom, Tesco and more.
Precision Marketing is aimed at senior executives, marketing leaders, managers and sales leaders across a wealth of vertical industries who need to understand more about relevant, interactive and two-way strategies for all communications media: direct mail, online marketing, social media – the full gamut. One of the biggest challenges for today’s marketers is engaging consumers in a more relevant, one-to-one customized fashion. The authors of Precision Marketing offer new “how to” strategies for launching initiatives that make customer data analysis and customer insight a top priority. All of the author royalties from this book will be donated to Room to Read, an international nonprofit organization focused on literacy and gender equality in education.
“At Ricoh, we spend our time seeking new ways to help our customers improve their customer interactions. Today consumers are saying “know me or no me” and it’s no longer a statement that can be ignored by marketers especially as we’re seeing 50 percent of consumers defecting due to irrelevant communications,” said Sandra Zoratti, co-author of Precision Marketing and vice president of marketing at Ricoh. “Through our work with leading hotels, cable operators, insurance companies, magazine publishers and more, we’ve utilized these exact tactics featured in this book to help secure our customers more than double digit return on marketing investments. That alone highlights the need for change. And the change can be jump started by reading this book.”
Readers of this book will come to understand:
- Actionable Insights on Precision Marketing: This book will introduce a new, effective and practical approach to business and consumer marketing that addresses the growing challenge of buyer resistance and message fatigue
- Market Research, Data Points and Other Evidence to Support the Business Case for Investment in Precision Marketing: Precision Marketing will provide valuable resources that will help the champions of change promote this approach in a way that gains the support of other senior decision-makers and decision-influencers
- Compelling Case Studies That Successfully Apply Precision Marketing: This book provides vivid examples of how other leading companies are employing relevant marketing to deepen customer relationships and achieve profitable growth
- Perspectives from Innovators in Business Strategy and Marketing: Drawing on the perspectives of other thought leaders and business practitioners, Precision Marketing will show that relevancy is key to today’s successful business and marketing strategies – even as it defies some aspects of conventional wisdom
A sampling of the reviews of the book include: