We’re one of the biggest advocates for using technology to make sure your messages are relevant to each recipient.
I thought it’ll be interesting to explore what happens when marketers choose mass marketing tactics (from the recipients point of view).
Angering a blogger with mass marketing:
Jonathan Fields posts an entire conversation with a PR person over a mass marketing email he received twice! Read the full post.
Tweet this Post:
So often marketers take an either-or approach to marketing channels. Either email or direct mail, either PPC or traditional print ads, either Html or text, either facebook or youtube, you get the point.
The innovative marketers (like yourself), know marketing channels work best when they’re integrated.
The guys at Marketing Sherpa recently posted a campaign case study for a minor league baseball team that were trying to sell tickets to a playoff game. They used email marketing first with a text email message and then with a well-designed HTML message.
They got a tremendous 56.9% conversion from those who visited the static landing page.
The lesson - don’t be fixed on what you think works. Explore new marketing channels and new ways of using old marketing channels to get phenomenal campaign success.
Related posts:
The great email divide
Multi-channel + Interaction = Conversion
It’s all about the channel (Contains IQ Question)
Lifting the lid on 1:1 campaigns
Tweet this Post:
Personalized URLs are not a made-to-order magic trick you can buy from the store and immediately get results for your business.
Like all marketing tools you use, personalized URLs require you to:
Tomorrow, L2 is releasing a story to the press. You, readers of The Better Response Blog, will get a heads-up before anyone else.
Over the last month or so, L2 has been building demo applications for the retail space, in anticipation of a rebound in sales volumes.
A report by the Research and Market’s identified “Providing value that improves the customer experience” as the key to sales growth in the retail space.
Why is this interesting?
Tweet this Post:
‘The long tale’.
Seth Godin recently coined this phrase in his recent blogpost.
In essence, it symbolizes the continuing story you have to tell your customer and how you have to periodically re-introduce yourself to your customers. More so if you’re re-branding your business, moving into new growth areas as a result of the economy.
Through the years, we’ve been posting (what I now realize) great advice about building relationships, initiating conversations and using technology to help you do so.
Tweet this Post:
It may seem like a contradiction - integrating viral/social applications and 1:1 direct marketing.
Personalized direct marketing allows you to engage your customers in 1:1 communication and viral marketing seems to do the reverse (engage the community).
Yet… this ‘mismatch’ if done effectively is really a ‘match made in heaven’ for marketing professionals. Even better if the application, presentation or video is relevant to your brand and what you do.
This summer, we challenged our customers and prospects to ‘climb the multi-channel mountain’ while providing them with resources and best practices to help them prepare for the climb.
Check out the latest video “Preparing to climb the multichannel mountain” .
As a ‘carrot’ for you to view the video, we are running a “most insightful comment” contest. To take part, submit a comment about the video on Youtube and you could be having coffee on us.
Tweet this Post:
When you build a great application, people expect more from the next. When you market an unfinished product or launch a tasteless marketing campaign, people remember you for it. When you tout features/ benefits that are not what the customer needs, they switch off to your product.
When you find yourself struggling to out-do yourself, change brand perception or change the way people think of your product… You’re struggling with the ghosts of marketing past.
Tweet this Post:
Have you ever looked at a datalist and immediate knew exactly what marketing messages would work?
If you have, then you’re either a gem of a direct marketer, or you have been deluded by what marketing messages work on you.
The truth is, you’re not the prospect. As marketers, this can sometimes be the biggest obstacle to the success of our marketing campaigns. We believe that the same marketing messages that work for us would work for the prospect. We believe we are the prospect and so often, we find out we’re wrong.
But, this does not mean we cannot market to prospects that are different from us.
If you do not yet have an understanding of what marketing messages work for your customer segments, or are testing out a new datalist or customer vertical, then your best bet is to plan a marketing system that helps you learn more about your prospects.
Your best bet is to use best practices, industry/ market research, responsiveness to your campaigns, testing your messages (A/B testing), and ask them (2-way conversations)!
Tweet this Post:
