“Did you bring your passport?”
As you were travelling this holiday break. Inevitably, you would have asked/been asked this question before you head to the airport. Despite the endless hours of packing, the only one thing you really need for your trip, is your passport (or ID).
What’s the equivalent for marketing campaigns?
When you really narrow down your plans for your marketing campaigns for 2010. What is the one thing that you really need for successful campaigns? We say, it’s technology, campaign technology in particular.
Why? When used effectively, technology can make your campaigns more:
- Interactive
- Novel
- Response-inducing
Tweet this Post:
There’s social media and then there is social marketing. What’s the difference you say?
Think of social media as tools (blogs, twitter, facebook, linked-in, youtube, slideshare) that you can use to spread the word about your company, product, cause or just to share the knowledge you have and position yourself as the expert. That model is still 1-to-many, but with the opportunity for 1-to-1 conversations.
Now there’s also the reverse side, there is the email message, direct mail, sales calls, sms, print ads… that you should be using to create 1-to-1 conversations. While many think of these as traditional marketing channels, they are in fact not. They are just as much tools for making a marketing campaign social.
If you honestly believe you have something relevant to say to your prospects and customers, then they’ll want to share that message with their friends. You need to make it easy for them to do that.
Tweet this Post:
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:
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:
Marketplace: According to a DMA report, 93.7% of respondents using non-catalog direct mail, receive responses online!
Industry: Only 39% of marketers customize the landing page - Many marketers think the outbound campaign is doing the heavy lifting and the landing page exists only as a passive collection cup for leads generated. - Marketing sherpa report
Marketplace: 54% of respondents in a consumer survey said they had a more favorable opinion of the companies that send them email. - Epsilon (Oct 2008)
Industry: Almost half of interactive marketers surveyed say their organization struggles to prove the ROI of its efforts, while 7 in 10 say there are understaffed to do so. - Forrester Research (2008)
Marketplace: Engaging your audiences in more relevant communications increases net profits by an average of 18 times more than broadcast mailing - Jupiter Research
Industry: 51.4% of printers do not offer variable data printing - Printing Industries of America, Digital Printing Council.
We do what we do, to help marketing service providers produce innovative campaigns that succeed in the marketplace.
Tweet this Post:
How do you currently measure the success of your marketing?
Do you take into account the synergetic effect of social media, multi-channel campaigns (email, direct mail, web, sales calls, sms), SEO/SEM, blog, PR… in your lead generation process?
It is a simple concept, but is often overlooked: Conversion is highly unlikely at the first attempt (unlike the dating world, your prospect is almost never in a drunken stupor!)
The solution?
- Build a relationship with your prospects over multiple touches and across multiple platforms
- Focus on the marketing tools that your prospects use
- Use the stacking effect of these integrated marketing touches to get your prospect on board.
Tweet this Post:
Imagine if the guy in the picture is knocking on your front door or is walking into your office with a briefcase. More than certain, your reaction would be, “annoying salesman is trying to sale me something I don’t need.” Half way through his pitch, you would probably tell him you are not interested and [...]
Tweet this Post:
We, as marketers, can all agree that design (use of graphic elements) is an important part of marketing communications. This is true because we, as humans, are extremely visual. We judge others based on the way they dress, assume colorful edibles are delicious and often consume products that have a fancy packaging. When deciding on [...]
Tweet this Post:
