Posté par Luis Paez le September 15, 2011 – 7:41 pm
Email marketers all over the world are pulling their hair out A/B testing subject lines & images within email versions to try to increase open rates & CTR but 95% of them aren’t thinking a more basic element of marketing: Coordination. I just received this email from a company that I evaluated last year, and because I get 100+ emails daily, I normally would have scanned the email and moved on to the next marketing email in my inbox, but something resonated with me about this email. I suddenly realized that I received a mailed flyer yesterday from the same company, and it was still hanging around on my desk. I took the time to both look through the direct mail piece which had an intriguing gift card offer, and the complementary email with the same imagery and branding, and realized that I was thinking very critically about the value of their software. In other words, the email worked!
The email was extremely effective because it was paired with another marketing touch AND the timing was coordinated so that the email hit my inbox at the approximate time that I had received the direct mail piece. These days, with intelligent mail & digital printing it’s Read More »
The most important trends to impact the consumer market over the next decade and beyond are starting to emerge; they’re heavily grounded in technology and predict a consumer that craves relevancy, personalization, and a platform to be heard. Savvy marketers need to be poised to meet the demands of this unique new force in the marketplace.
Here are some basic things marketers should consider when planning to reach the current and future consumer:
- Have a plan to continually familiarize yourself with new technology
- Track changes in how consumers are using technology to interact with brands
- Pay attention to consumer preferences; especially how they are interacting with new technologies across multiple industries and devices
- Understand the brand’s customer base; who they are, how they shop, where (in-store and/or online, via mobile, etc), what they like, and motivations affecting their decision making
Anticipating the needs of the customer base will help brands develop products, services and communication methods that fit consumer trends. This is not a new marketing concept, but one rarely put into practice.
Once a plan is in place for keeping up with the technology itself as well as the customer’s use of it, here are some considerations for strategic marketing of the future: Read More »
For many marketing and advertising agencies it’s a constant challenge to maintain healthy business growth, especially as clients are pumping the breaks on spending. There are lessons to be learned, however, that can help you prepare for changes in the quickly evolving advertising and marketing landscape and find long-term growth opportunities.
Some of these lessons were shared during QuantumDigital’s 2011 Marketing Innovation & Discovery Summit. Highlights from the summit are available in a new whitepaper titled, “When Business Slows Down, Agencies Look Forward.” The whitepaper download is free and offers the following information:
- 7 factors that lead to stalled business growth
- 3 essential questions to ask before starting any campaign
- Why metrics and tracking are more important now than ever
- Mobile and location-based marketing trends, and more.
Read More »
Whether or not you attended this year’s Marketing Innovation & Discovery Summit, we thought it would be worthwhile to share one of our own integrated marketing stories; a case study of QuantumDigital’s efforts to drive attendance for the event.
As with any campaign, there are successes and improvements that could be made. Our hope is that you consider our successes and lessons learned when planning your next campaign.
Whether you are an invitation recipient or a valued reader of The Direct Marketing Voice, we’d love your comments regarding which campaign tactic(s) grabbed your attention.
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OBJECTIVES:
QuantumDigital’s Marketing Innovation & Discovery Summit is an invitation-only, intimate gathering of executive leaders from top agencies and world-recognized retail brands. The purpose of the event is to educate, inform, and share ideas that will help agencies grow business amidst a rapidly evolving direct marketing landscape. Read More »
How are real estate professionals, small businesses, and consumers using social media? Mashable published an interesting infographic that reveals current trends and some ripe opportunities for marketers not presently engaged on a wider range of social channels. For instance, real estate professionals that are not on YouTube are leaving on the table the chance to connect with potential buyers and sellers. The infographic report noted that, while a majority of homeowners say “they’re more likely to list” with a realtor that uses video as part of their marketing mix, only 12 percent of real estate industry professionals even have YouTube accounts. And, small businesses don’t seem to be using that social channel any more that real estate agents. The report shows that only 10 percent do.
Source: Mashable Infographics, created by Alexis Lamster
Consumers today are visual. Their activity on sites like Facebook, Twitter, and YouTube suggest that they’ve acclimated to accepting information in short pops; small bits that are easy to digest and share. If a picture is worth a thousand words, imagine how much a video could be worth to both the consumer and for the marketer. Read More »
