You need to know: Drake Morton

Analytics As A Secret Weapon

by Jodi McDermott

Competing on analytics sounds like a good thing, but is your organization actually living it?  This past OMMA Metrics and Measurement conference in San Francisco, we heard several agencies talk about how analytics aren’t just a piece of the business, but are the key drivers in helping their clients kick the s#$t out of their competitors. Knowing how to successfully arbitrage and optimize the trigger points of the entire funnel through the use of technology and ingenuity takes not just smart minds but incredible discipline and stamina.

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Good Excellent Article: Drake Morton

Keys To Great Email Strategy

by David Baker , Monday, July 27, 2009

The foundations of strategy don’t change, but transferring it to email require a different level of thinking these days.  I was teaching my daughter backgammon and talking about the strategy of the game. She very simply said, “My strategy is to win.”  After laughing, I said “Winning isn’t a strategy, it’s a result.”  But she had a good point; we seem to think very cause and effect in our business.   We either think too narrowly in determining what winning means — or we think so long-term that we lose sight of the strategic things that really worked.

Strategy to me is an evolving thing that includes establishment of goals, objectives, tactics, and an iterative methodology that allows you to create dimensional approaches across many segments, products and channels.
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Need to Read: Drake Morton

The ‘Clickthrough’ Of Digital Out-of-Home

By Joe Mandese, Wednesday, April 15, 2009

The other day, I wrote a story for MediaPost’s MediaDailyNews reporting on a new service digital out-of-home advertising aggregator Adcentricity announced that will add a suite of mobile applications, plug-ins, and enhancements to place-based media buys. The move is significant, not simply because it will bring scale and ease-of-use to the rapidly converging mobile and out-of-home media marketplaces, but because it recognizes the inherent synergies between the two location-based forms of media. (more…)

We projected this would be the case: Drake Morton

When Juggernauts Collide:

Email Marketing Meets Video Marketing

“increase gifts by 23% over the previous year’s fall campaign”

by Tyler Willis , Tuesday, April 7, 2009

In the face of a tough economic climate, Stanford University’s Scott Jahnke started exploring ways to increase donations from alumni. Jahnke is the Director of Student and Young Alumni Development, putting him in charge of generating donations from Stanford’s recent graduates — one of the harder demographics to reach. (Full disclosure: Stanford has been a client of my company.)

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Excellent Read: Drake Morton

Building Customer Loyalty - Some Creative Examples

by Whitney Hutchinson , Monday, February 23, 2009

had a birthday last week, and it was a great birthday — with email greetings and Facebook posts galore. I even got a few communications from companies that I do business with. I got a card from my financial planner and my dentist, and coupons for a free dinner from The Keg and a night out at a local casino. All of this made me feel very special and celebrated, while at the same time creating a sense of good will and loyalty to these specific companies.
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A Must Read: Drake Morton

Personalize Ads For Frequent Online Shoppers and

Bigger Spenders

According to the 2008 Personalization Survey from ChoiceStream, 39% of consumers overall are more likely to click on an ad if it is personalized, while that number rises to 58% among those who shop online at least several times a month. The survey finds that the bigger the spender, the greater the interest in personalized ads. Half of those spending more than $250 online over the past six months indicate that they are more willing to click on ads that are personalized. This compares with only 32% of the smallest spenders.

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Good Information: Drake Morton

The Digital Future Through The Looking Glass

December 25, 2008The 2008

Digital Future Project, conducted by the Center for the Digital Future at the USC Annenberg School for Communication, has identified several sobering trends in views about going online, particularly in adults’ opinions about Internet use by children. Adults who said that the children in their households spend too much time using the Internet reached 25% of respondents, an increase for the third year in a row and the highest percentage yet reported.

Jeffrey I. Cole, director of the Center for the Digital Future, said “… after seven years of tracking the impact of the Internet, we are… seeing evolving trends which show that adults view some aspects of going online by children to be as troubling as their use of other media, or even potentially dangerous.”
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Very Good Read: Drake Morton

10 Strategies For Email Marketing

In A Down Economy

by Stephanie Miller , Friday, November 7, 2008

SMART BUSINESSES KEEP MARKETING in down economies.  Many analysts are already reporting that dollars are shifting to the highly efficient channels like email, still the highest ROI channel and earning $45+ ROI for every dollar invested, according to the DMA (2008).  (more…)