“E-mail marketing is about building relationships, and the only way to build a good business relationship is to be relevant. The inbox is sacred space that is constantly being violated by people we have no interest in hearing from. Smart companies realize this and only communicate with those who want their message. Smart companies constantly work to improve the relevancy of their communications to the recipient. Once relevancy is established, a relationship begins to be cultivated and, ultimately, a beautiful thing happens — you have a wonderful, open communications channel with your customer. Stop being relevant, and expect the relationship to end.”
— Jordan Ayan, founder and CEO, SubscriberMail
“Online ad measurement is moving beyond clicks. Once the online ad world moves beyond counting clicks and effectively measures how branded online advertising impacts peoples’ perceptions of brands, the flood gates for online ad spending will really open up. Many brand advertisers know that it is unrealistic to expect an online ad to lead directly to an online purchase or, sometimes, even to generate a click. Instead, those brand advertisers need to know how online advertising affects traditional brand attributes such as awareness, purchase intent, and preference as well as more brand-specific attributes such as value, reliability, performance, safety or trustworthiness. The big brands that control the real advertising dollars will and should require increasing accountability before seriously loosening their purse strings.”
— Dan Beltramo, founder and CEO, Vizu Answers
“I’m amazed by the attention some people give to keywords. Now, I’m all for keywords; they’re the building blocks of a good search campaign. But you’re not investing in search to build a strong campaign. You’re investing in search to forge strong relationships with real customers; that requires understanding how your customers think and act.
That means learning where your customers live, what times of day they’re most receptive to your message, what types of ads and landing pages they like to see — and, yes, the keywords they type. It means getting your hands dirty with real data, so you can learn how, when and where to interact with the customers who will help your business grow.
If that sounds harder than building keyword lists, that’s because it is. But start marketing to your customers — and not to your keywords — and your customers will return the favor in spades.”
— Mark Simon, vice president, industry relations, Didit