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About Gary

If a picture is worth a 1,000 words, then an effective direct marketing sales conversion video can be worth 10,000. Online Video Marketing Deep Dive shows how fusing direct marketing with video marketing delivers sales. As technology has driven fundamental changes in direct marketing, Gary Hennerberg has successfully transferred traditional direct marketing principles to emerging new media. An author, speaker, strategist, copywriter, and analytics pro, he founded marketing consultancy Hennerberg Group, Inc., in 1992. Email him below or follow Gary on LinkedIn.

Co-authoring this blog is Perry Alexander of Success Messenger Group. Alexander’s passion is conveying information clearly and compellingly. He is a veteran marketing strategist, copy editor, design pro and video producer. Hennerberg and Alexander have worked together since 1996. They integrate direct marketing methodology with online video and other marketing applications for end-to-end, strategy-to-roll-out initiatives.  Follow Perry on LinkedIn.

 

The Power Punch

Carolyn Goodman
On LinkedIn, Who's the Boss of You?
Aug 1, 2014

I approached my employees and asked them how they'd feel if I asked them to revise their profiles and use...



Here's What Counts

Chuck McLeester
Use Market Research to Tie Brand Awareness and Purchase Intent to Sales
Jul 31, 2014

For years, I've been saying direct marketers are their own worst enemy when it comes to measurement. Direct marketers are...



Making Social Sell

Jeff Molander
Google Authorship Image Not Showing? Here's What to Do Next.
Jul 25, 2014

Are your Google Authorship images not showing in search results? Are you seeing a drop in site visitor traffic or...



Muscle Marketing

Wendy Montes de Oca
PPC Shockers and Secrets
Jul 29, 2014

Pay per click (PPC), particularly Google AdWords, is a marketing channel that can produce profitable results for your business, whether...



The Integrated Email

Cyndie Shaffstall
Sowing Seeds
Jul 28, 2014

Back in the day of direct mail, nearly all marketers had seed names on their lists in order to monitor...



Direct Mail for the Modern Marketer

Summer Gould
Is Every Door Direct Mail Right for You?
Jul 24, 2014

Every Door Direct Mail is a service designed by the USPS to help businesses reach every address in a neighborhood....



Brand Matters

Andrea Syverson
Linger Longer: A Branding Imperative
Jul 23, 2014

"Summer afternoon—summer afternoon; to me those have always been the two most beautiful words in the English language," wrote Henry...



Reinventing Direct

Gary Hennerberg
Stimulating Action With Color
Jul 22, 2014

There is growing scientific evidence of how the brain processes color and how color impacts our feelings and how we...



Marketing Sustainably

Chet Dalzell
The Mailboxes of My Memory
Jul 21, 2014

In my life, I've had a lot of mailboxes. My current box (New York, N.Y.) is part of an apartment...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Big Data Must Get Smaller
Jul 17, 2014

Like many folks who worked in the data business for a long time, I don't even like the words "Big...



Marketing Nuggets

Michael Lowenstein
Avoiding the One-Night Stand
Jul 15, 2014

Stating that all customers are not created equal is hardly an oversimplification. But, just like the pigs in Orwell's "Animal...



Ruthless B-to-B Marketing

Ruth P.  Stevens
B-to-B Marketing Is Falling Down on the Job
Jul 9, 2014

I heard a horror story the other day—a consumer packaged goods executive ranting about a meeting with a vendor. "I...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
Google: The Elephant for Search Marketers
Jul 8, 2014

Pierre Trudeau, the former Canadian Prime Minister, once remarked about the United States: "Living next to you is in some...



Think Mobility

Greg Hickman
‘I Can't Because, I Need ... ’
Oct 7, 2013

Does this sound like you? Have you ever set up a goal, but then realized (either quickly or too late)...



Triple Venti Dolce Data...

Vince Pickett
Clue Me In, Please
Aug 21, 2013

So here we are, halfway through 2013. You, along with everyone, are still trying to find that magic formula to...



Yblog

Yory Wurmser
Privacy in the Age of Big Data
Jul 10, 2013

Consumers reveal more than ever before consciously through social media and, just as importantly, unconsciously through their behaviors. This data...



Who's Your Data?

Rio Longacre
Instagram: Does It Matter That It Will Make Money on Your Pics?
Dec 19, 2012

Instagram announced the company will soon begin using your content to sell targeted advertising products to the highest bidder. Does...



The Whole Magilla

Ken Magill
What Marketers Can Learn From Maine's Political Email Idiocy
Feb 24, 2012

It finally happened. Politicians' idiotic email practices had a measurable negative effect. "Maine Republican Party chairman Charlie Webster has admitted...



Denny Hatch's Blog

Denny Hatch
The Internet Can Make You a Chump—Forever!
Sep 25, 2010

Trouble is, the Internet is rife with misinformation and if you get caught advertently or inadvertently propagating this nonsense in...



SEO & Content Marketing Revue

Heather Lloyd-Martin
5 Tips for Top Positioning (And Converting) Page Titles
Aug 11, 2010

Wondering about a SEO content strategy that offers the biggest impact in the shortest time? Try tweaking your page titles....



The Direct Marketing, iPad and Video Holiday Shopping Link

 

Consumers are shopping this holiday season with their iPads more than those with Android tablets. And now, online video is being credited with closing more sales and getting higher conversions from mobile shoppers. Today we link the reasons why consumers are choosing to shop on iPads, how video influences consumer behavior, and reasons why direct marketers need to hop on this bandwagon now.

So why do we think consumers are using iPads over Android tablets?

First, not all mobile is created visually equal and with the same ease of use. And second, not all media are created equal. We explain why in today's video.

Next, we recommend three action items you can take now:

  1. Conduct a competitive analysis of what your competition is doing with online video. If they're already there, it's costing you business.
  2. You have an opportunity to be your category leader by repositioning your marketing strategy to include online video. (We also share with you the increase in email open rates you can get by putting the word "video" in your subject line).
  3. A/B test your current approach, or control, with video. Even better: test video formats, length, offers, and call-to-actions.

These are all best-practice approaches that will take your direct marketing and online video marketing initiatives, to a new, higher level, especially on iPads and other mobile devices. And if you think it's too late to do something this season, challenge yourself and your team to think again. Create a simple video. You don't need much time to produce it. Then test it next week, with an email alert to your customers, so you can read the results and be ready for 2013. And please comment below with your experience this season with online video.

(If the video isn't just above this line, click here to view it.)

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