E-commerce Link: Bypass the Inbox
There’s been a good deal of hype about blogs in the past few years, but like RSS feeds, their marketing potential is only now becoming apparent. Anyone can publish a blog, and fortunately for marketers, one of the favorite topics is consumer goods. People love to talk about stuff they buy. According to Forrester Research, 12 percent of U.S. online households read blogs, and 14 percent of blog readers say they are interested in blogs from their favorite marketers.
Marketers can take advantage of the popularity of blogs by contributing content or advertising to external blogs, or by running an internal blog. While internal blogs give marketers control of their content, it may be more difficult to establish credibility with finicky blog readers. Advertising on a good external blog will expose you to a larger audience. To find out which blogs are talking about your company, visit Blogpulse.com and enter your company name.
SMS, or short message service, sends text messages to mobile phones. This medium is seeing growing adoption in the United States. Marketers can benefit two ways. First, many online consumers say they would be receptive to advertising that helps defray the cost of their monthly phone usage fees. Second, multichannel retailers can keep in touch with customers through brief order confirmations, sale notices, date reminders and other pertinent messaging that can drive traffic back to a Web site or physical store. And, new technologies also are being developed that will further extend SMS applications by enabling payments through mobile phones.
We are still in an extremely explosive growth period for Web technologies across the board. E-mail will remain a core communications tool but RSS, blogs and other exciting new marketing tools undoubtedly will become increasingly important to marketers. Your customers are ready to use these valuable applications, so make sure you don’t overlook them as a way to supplement your current e-mail marketing efforts.