Tuesday, September 03, 2013

Finding The Best Listeners

"Not all listeners and advertisers are created equal.  And when you learn how each individual uses and perceives your uniqueness - based on their uniqueness, you can actually increase your profits, without having to increase your share of the market."

“Customers have different needs from a (radio station) and they represent different valuations to a (station).  Today’s information technology allows us to tell our customers apart and remember them individually.  From there, we can use technology to customize products and services for each one.”

Sound as cutting edge as today?

Not really.

Those quotes come from DonPeppers and Martha Rogers' 1997 book “Enterprise One To One:  Tools for Competing in the InteractiveAge” (Currency/Doubleday)

If you're not segmenting your listener database, you're more than 16 years behind.

Don't feel too smug if you are "using microchip technology to make it possible to know your listeners better than ever."  You still may be more than a decade in back of a competitor who has been learning from the people formerly known as the audience since these concepts were introduced. 

It's never too late to start. 

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