New Additions to my Lexicon!
Denny and I love to share the story told to us by the great copywriter Bill Jayme. He had taken his sweet, but somewhat wifty mother on a trip to the Grand Canyon. As they were standing on the rim taking in the magnificent and inspiring landscape, Bill's mother turned to him and said, "What will they think of next?"
As 2014 draws to a close, I began thinking about the past 12 months and some of the lessons learned and the new words, concepts, techniques and technologies that have entered our marketing world. It boggles the mind! Here's what I learned ... how about you?
First up, we know how big video has become as a marketing channel. And Direct Marketing IQ is no exception. We made lots of content videos this year — and the big lesson that I can share with you is this — making a video is so much easier when you can use a teleprompter! Trust me on this!
A new phrase for an old idea is native advertising. It's the old advertorial concept that we've done for decades in print, but we've jumped on the online bandwagon and launched "Partner Voices" on the Target Marketing website.
Another new phrase for an ongoing challenge is cross-screen advertising. This is all about providing the same user experience no matter the device — smartphone, tablet and laptop. What new devices will be heading our way in the year ahead?
My favorite new technique is the preheader. That extra line of text above the HTML message that gives you another shot at getting your email opened. Not sure what I'm talking about? Check out this video (where I used a teleprompter) that will reveal all!
How about the whole peer-to-peer aspect of fundraising? That certainly took off in 2014 with the ALS Ice Bucket Challenge. We even hosted a Peer2Peer event in DC last fall.