Selling laptops is a tough business these days. Not only has the PC industry been slumping, with a record seven quarters of consecutive decreases in sales, only one vendor has actually been growing — and not it’s not Apple.
But in a recent campaign, Sony mixed modern big data, social media analytics, and old-school marketing such as direct mail email marketing — and generated 300 percent more sales than control groups.
“The goal is to drive sales,” Sony’s head of direct marketing in the U.S. Jeremy Lyons told me. “The key challenge is: What’s the best way to connect with the best advocates of your brands?”