Excellent Read, A Must Do: Drake Morton
by Jere Doyle , Friday, October 31, 2008
CONSUMERS AND BUSINESSES ARE TIGHTENING their belts and their budgets, but brand marketers need to look at today’s recession economy as an opportunity. Now is the ideal time to ramp up your marketing efforts and build stronger relationships with your customers. (more…)
Need to Read: Drake Morton
by Jordan Ayan , Wednesday, October 30, 2008
SOMETIMES IT IS VALUABLE TO step back and look at the elements in the marketing mix and how they interrelate. There are three that I call the troika of digital promotional marketing: email marketing, social media and search. Each of these in their own right is a powerful tool, but linking how you use these three allows you to take advantage of that power on a much higher level, and results in greater dividends as these media elements continue to grow.
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by Arend Henderson , Wednesday, October 22, 2008
THE SUCCESS OF MOST E-MAIL programs is judged based on either campaign-level metrics like open, click and unsubscribe rates, or list growth. Under this situation, goals such as “increase list size by X%” and “improve relevancy by increasing click rates” are often used as default key performance indicators. The problem is, list growth and campaign performance metrics are good diagnostic tools, but don’t fully capture what should be the central focus of any email marketing program: maximizing the ROI from your list. (more…)
By Allen Adamson
Published: October 20, 2008
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We are absolutely awash in news and information. Between the election and the economy, the weather and the price of fuel, it feels, to paraphrase a line from the movie “Body Heat,” like it comes down so heavy you need to wear a hat. This wash of messages is due, in good part, to the increase in channels of communication, mostly in digital communication. The internet and all manner of things digital have made it almost impossible to escape what’s going on in the world, for better or for worse. This has created a host of challenges and opportunities for CMOs and everyone else responsible for the care and feeding of brands. With all the new terms and jargon and the changing dynamics, questions abound. How do you cut through the clutter? How do you get someone’s attention without being perceived as disruptive? How do you get consumers engaged and wanting more? How do you take advantage of digital tools and tactics to learn more about consumers and deliver better, more-relevant brand experiences? (more…)
A Good, Interesting Read: Drake Morton
by Aaron Smith , Tuesday, October 21, 2008
IT’S FUNNY HOW IN THE early stages of a major paradigm shift we rarely see where the road will eventually lead us. Few notice when a major game-changing event takes place until months or years later. I doubt anyone at the time would have believed the effect the Boston Tea Party would have as a catalyst to the American Revolution. Today we understand it was a monumental tipping-point in history. (more…)
By Jonathan Birchall in New York
Procter & Gamble is testing its ability to use the internet to sell its toothpaste, household cleaners and nappies directly to US households, in a potential long-term strategic challenge to its retail partners.
The company is supporting a website, theEssentials.com, that is exclusively selling its brands, with items such as single tubes of Crest toothpaste and bottles of Mr Clean cleaning fluid, to boxes of its Pampers and Luvs brand nappies and Gillette razors. (more…)
Excellent Read: Drake Morton
by Jamie Schissler , Monday, October 20, 2008
THE PLAIN TEXT TRANSACTIONAL email default may soon be a thing of the past — or at least we can hope. In many ways it’s one of the last bastions of “less-than-good” practices being eradicated. There are a lot of reasons it’s taken this long to give transactional email the attention it deserves, but most of it is due to technology (transactional emails have typically not been deployed from the same robust delivery platforms used for commercial email) and operational priorities. (more…)
Good Read: Drake Morton
by Steve Smith , Friday, October 17, 2008
IN MANY WAYS, ONLINE BEHAVIORAL targeting merely formalizes techniques that direct marketers have used for ages. Motivated by the high costs of mailings, catalogers learned long ago how to track customer ordering habits and adjust their mailings accordingly. While email marketers enjoy low distribution costs, a poor understanding of customer interactions can lead to costly opt-outs and missed sales opportunities says Steve Webster, CEO of email services provider iPost. He tells us today how tried and true catalog marketing principles are applied to email in the company’s new AutoTarget 2.0 release. (more…)
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Excellent Read: Drake Morton
by Gord Hotchkiss , Thursday, October 16, 2008
LAST WEEK, I TALKED ABOUT the nature of engagementand the neural mechanisms that underlie it. This week, I want to explore why those same mechanisms dictate that our search interactions are going to be completely different from engagement with a TV ad or a billboard.
The key thing to understand here is how we’re driven by goals. In a drastic oversimplification, goals are the objectives that drive our information processing modules, more commonly known as our brain. Our “mind” and all that we know about ourselves are shifting patterns of information being processed in these modules. At multiple levels, we sift through data, make decisions and initiate actions to get us closer to our goals. (more…)
