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Targeting – Measurement – Channel Integration – Prospecting These four trends are what ICS is all about and what we’ve been preaching for increased sales lift, better Marketing ROI and overall business growth. Now, direct marketers across the country are finally starting to see these four tenets as "hot trends for 2010" according to Deliver Magazine . Targeting — With our advanced analytics, data management tools and direct marketing experience, you can target on a one-to-one level with specific customers and prospects using a tailored offer at the right time in the customer’s preferred channel. Plus, you can focus your marketing dollars on targeting your most valuable prospects. Measurement/Analysis – Data not only gives you the clearest view of your customers for targeted marketing, but collecting and analyzing data is critical in matching-back sales to specific marketing efforts. Now more than ever, marketers are on the hook to prove that every dollar you spend is growing the business. Integration – Marketers who execute cross channel campaigns experience a 50 – 400% better response rate than singularly focused campaigns. To learn about integration trends and what leading companies are doing in multichannel integration, view our on-demand webinar: " Transforming Practices in Integrated Marketing Communications ." Prospecting — I like the quote in this article, "Today, everybody at every stage of life is open to marketing." However, you can’t have great sales lead generation without well-honed targeting AND channel integration. Lead generation is where it all comes together… in my opinion, this is where this article misses the 2010 mark BIG TIME. Plus, online lead generation didn’t even get a mention! SEO , SEM and paid search (where customers are actively searching your product/service) are only getting hotter in 2010 and beyond.

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