I was prepping for a webinar on marketing when one question caught my eye: “What are some new marketing trends that leverage social media platforms?” I did a little deeper research on the topic and came across some innovative ideas worth sharing.
For this promotion, making a modest financial gift to the Humane Society while Uber delivers kitten’s right to my office seemed like a no-brainer.
If you’ve read my blog before, you know I love Starbucks. When taking a road trip, I use Google maps to find the closest location when I need a little pick-me-up. When flying, I seek them out in airports. And while recently strolling down the street in Lima, Peru, I spied that familiar green logo and my husband immediately knew I’d have to stop in for my favorite latté.
As a marketer, how do you know that your work has made a difference in the world? It’s not whether you made an audience laugh, cry or remember the words to your jingle. It’s not because your brand name can evoke a Pavlovian response to make a purchase. For me, the most impressive result is when a smart strategy and innovative creative solution have a major impact on solving a business problem. I’m proud to report that this year’s ECHO entries were no exception.
It strikes me that many companies seem to be out of compliance with the CAN-SPAM laws and don’t make it easy to even find the unsubscribe link. And, when I finally locate it and click on it, I’m often presented with a survey — and one that you can’t ignore.
What’s the ideal offer expiration date? Any good direct marketer knows that you have to test and learn what works for your brand, but in the early days of direct mail the rule of thumb was six to eight weeks (long enough for the recipient to receive the offer in the mail, write a check and mail it back).
Every brand is obsessed with gathering information about their customers — from demographic data to purchase behavior. Sophisticated marketers use that data to build loyalty programs, predictive models and determine lifetime value.
Now, after attending three different colleges, I’m impressed with some of the strategies colleges are deploying to make sure they’ve got your kid (and you!) hooked for a four to six year relationship. Some of these institutions have mastered both acquisition and retention efforts and I wouldn’t be surprised if they could teach a course on the subject.
If a CEO is responsible for overall company management and fiscal health, isn’t a CMO responsible for overall brand value and the health of their customer relationships? And if not the CMO, then who?
What I will never understand is why any business would invest their precious marketing budget to have a booth presence at a tradeshow, but fail to design and execute a strategy that will optimize booth traffic from its target audience.
When I first started in this business, I remember that our new business pitch at Ogilvy & Mather Direct always included a page about the many awards the agency had won — and the DMA ECHO Award was always front and center.
For many marketers, the bulk of their time is taken up with list selection, subject lines, email design and ensuring the email links to integrated landing pages. But not enough time is spent analyzing the results of those efforts in order to learn and apply it to the next campaign.