Excellent Read: Drake Morton

Targeting Feeds

by Phil Leggiere , Wednesday, April 30, 2008

Advertising money has long been guided by the adage of going to where the eyeballs are. More recently, of course, that imperative has been refined to mean, target where the right eyeballs for your product or brand are. In pursuit of that premise, advertisers have directed substantial amounts of targeted messages to nearly every online venue available. Yet till now, as Bill Flitter, CEO of Pheedo, explains below, advertisers have under-utilized, if not entirely overlooked, a channel rich in both eyeballs and targeting potential.

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 e-Mail Reminders: Very Good: Drake Morton

Opt-in Email Best Practices

by Morgan Stewart , Wednesday, April 30, 2008

THE IDEA OF SENDING AN opt-in (or “re-opt-in”) campaign to subscribers to verify email permission is not new, but interest in these campaigns is increasing. Over time, a portion of your email list will become unengaged — which has several negative effects. Unengaged subscribers result in lower response rates and wasted marketing dollars. Re-opt-in campaigns are useful for cleaning old or unengaged subscribers off your list by confirming which subscribers want to continue receiving marketing emails. This results in a healthier list and increased return on investment.
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Email Management Lacking

In a survey, “The Cradle & the Grave,” of 523 e-mail marketers conducted by the e-mail marketing agency eROI, only 30 percent were found to use confirmed double, opt-in as the standard for e-mail list management. About 75% of email marketers provide only one to three ways for subscribers to opt-in, whereas about 4% have more than 10 ways for subscribers to opt-in.

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Fun Read: Drake Morton

Don’t Need Help, Just Need A Latte!

by David Baker , Monday, April 28, 2008

Did you know that over 167.1 million Americans drink coffee?  In Vegas, they’ll give odds that four in 10 coffee drinkers will take it black.  The average consumer drinks 1.64 cups of coffee a day in America.  In 1962, the average American drank only 3.12 cups of coffee a week.

Coffee is such a mainstay of our society today.  You almost can’t drive in any major city without seeing a Starbucks or Peet’s or some shop selling coffee every block or two.  Now enters Dunkin Donuts and McDonald’s getting into the latte craze. Yes, the Harley Davidson crowd drink lattes as well.
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Good Read: Drake Morton

Consumers Cut Back On Everything But Driving,

Study Finds 

by Aaron Baar
[Trends] “Gas prices are already affecting vehicle sales in every segment, and traditional sport utility vehicles have been especially hard hit,” says Kelley Blue Book’s Jack Nerad. “Other industries will feel the pinch as consumers cut out life’s little luxuries like clothes, eating out and entertainment just so they can pay the fuel bills.”Rising gas prices are already taking a toll on Americans’ discretionary spending –all the way up to influencing purchasing a new house–according to new marketing research from Kelley Blue Book. (more…)

Interesting Information: Drake Morton

Print Newspaper Ads Drive Online

Traffic And Purchases

According to the Newspaper Association of America, new consumer research conducted by Clark, Martire & Bartolomeo and commissioned by Google, among people who research products and services after seeing them advertised in newspapers, 67 percent use the Internet to find more information, and nearly 70 percent of them actually make a purchase following their additional research.
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Excellent Read: Drake Morton

The Fine Line Between Search And Discovery

by David Berkowitz , Tuesday, April 22, 2008

To search is to discover.

Perhaps there’s a Latin phrase for that, or perhaps it is what it is. The intersection of search and discovery came to mind after reading “Jump Point” by Tom Hayes, a thought-provoking snapshot of the near future when there are three billion people connecting online. Hayes references how central discovery has become to the online experience; we’ll return to his perspective momentarily.
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Very Good Read: Drake Morton

What’s The Big Idea Anyway?

by Chris Copeland , Friday, April 18, 2008

THERE ARE MORE THAN 14,000 books on Amazon when you do a search for “Big Idea.” Donny Deutsch turned himself from ad ,an to TV host by focusing on “The Big Idea.” But perhaps it was David Ogilvy who said it best when he described the importance of the big idea in advertising: “It takes a big idea to attract the attention of consumers…Unless your advertising contains a big idea, it will pass like a ship in the night.”
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Good Read: Drake Morton

Reaching Today’s Multimedia, Multitasking Consumers

by Jere Doyle , Thursday, April 18, 2008

THERE’S NO QUESTION THAT THE explosion of new media has disrupted media buying and left many consumer brand marketers scratching their heads as to how to best reach consumers. Many articles and white papers have been written, with many more to come, about the increasing complexity of the marketing mix brand managers must navigate in order to execute successful campaigns.
Interestingly, not a great deal has been written about how the consumer experience has changed. Think about what you do at home during your down time. Chances are you’re watching your favorite television programs and fast-forwarding through the commercials (you recorded the shows with your DVR), checking multiple email accounts on your laptop (your personal Yahoo account and your work email), sporadically surfing the Web, answering an IM or two, and fielding messages from friends and work associates on your mobile device.
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Excellent Read: Drake Morton, Drake Morton and Associates, Inc.

Sender-Line Branding Tactics In Retail Emails

by Chad White , Thursday, April 17, 2008

THE EMAIL EXPERIENCE COUNCIL RECENTLY posed a Two-Click Survey question on its homepage about whether the sender name or subject line was more important to generating opens. By a healthy 55-to-45 margin, respondents said that the sender name was more important, that the reputation of the sender is key.
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