Direct marketing services provider Direct Group has formed a new Compliance & Critical Communications business unit, which will help clients plan for and execute compliance communications in response to data breaches involving identity- or privacy-related information. Direct Group reports that the number of data breaches increased 47% in 2008, as tallied by the Identity Theft Resource Center, with a total of 656 reported breaches compared to 446 in 2007.
Demandbase, a SaaS database marketing platform, has added Harte-Hanks' Market Intelligence Technology Database to its offering. Harte-Hanks' data, which includes IT professionals and business decision makers from about 600,000 companies, is collected and verified through telephone and Web-based interviews. Including 325,000 names from the Harte-Hanks data, Demandbase is adding 3 million new business contacts to its database.
A group of 26 Qdoba stores, all owned by Aztec Partners LLC, is expanding its customer loyalty program into the mobile realm with Qdoba Mobile Rewards. The Mexican food chain teamed with mobile loyalty company Tetherball to create the on-the-go program.
More brands are looking to add the mobile channel to build relationships and be a part of the CRM mix. Sears, FedEx, The Weather Channel and 1-800-Flowers are all using this medium to engage consumers on a deeper level. Sears, for instance, has added customer service on mobile, showing if items are in stock.
Digital coupons help marketers boost brand loyalty at a time when consumers are more budget-conscious than ever. But coupon fraud is growing, making it difficult to make the most of these programs and potentially costing marketers money.
Andy Roussel, Director, Critical Communications Solutions, Pitney Bowes Management Services
High value communications, including materials mandated by regulating agencies, are essential to conducting business. They must be readable, useful, timely and relevant to the recipient. Today, the tools and processes that are employed with targeted and database marketing are being pushed into the production and distribution of high value and critical communications.
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