"Half the money I spend on advertising is wasted; the trouble is I don't know which half." These words, most frequently attributed to American entrepreneur John Wanamaker after the turn of the 20th century, are no less vexing to marketers 100 years later.
Problem: Design Toscano wanted to increase response rates on e-mails.
Solution: Sent fewer e-mails, with higher product relevance based on customer transaction history.
Results: E-mail orders increased 800 percent.
Sure, you’ve got a Web site, a catalog, maybe a retail store. These days, customers have to be able to purchase from you using whichever channel they please. But increasingly it’s not which channel a customer uses to make a transaction, but how many channels she uses. The average multichannel customer spends $466 per year, while a single-channel customer spends just $313, according to last year’s Forrester Research/Shop.org survey of retailers. With so many dollars at stake, it makes sense to dedicate resources to increase your chances for cross-channel success.
Music piracy doesn't appear to be going away any time soon, as visits to peer-to-peer (p-to-p) download sites doubled from March 2007 to March 2008, according to site analytics firm Compete. But other options for acquiring music online have become far more popular.
Last week, eM+C Weekly ran Part 1 of its Q-and-A with Bill McIntyre, executive vice president of Washington, D.C.-based liberal think tank Grassroots Enterprise. In "Talking Online Politics With Bill McIntyre, Part 1", McIntyre discussed online campaigning in general terms. This week, he explores how the presumptive nominees use the Internet differently, and offers best practices for online fundraising.
While it may not be fair to say that the advent of online electioneering has transformed the way political campaigns are run in 2008, the myriad online communication options available to this year's presidential candidates has captured the attention of the media.
Sales 101: One of the quickest ways to make the sale is to ask for it. Plug a generic word like "travel" into a search engine these days, and the subsequent results page is full of companies promising the lowest prices and asking Web surfers to book their next vacations using their sites. Asking for the sale amid the clamor of the dozens of other sites doing the same thing can make it tough to get the message out there.
Freddie Mercury might have most succinctly described the plight of lonely people everywhere when he plaintively asked, “Can anybody find me somebody to love?” It’s a common predicament — so common, in fact, that more than 22 million Internet users visited online dating sites in October 2007, according to Internet audience measurement service comScore Media Metrix.
With the advent of programs such as Overeaters Anonymous and Weight Watchers in the early 1960s, weight-loss programs left the confines of the home in favor of a form of group therapy. Men and women who couldn’t lose extra pounds on their own found solace and success with other like-minded individuals.
Give a man a ride to the doctor’s office, and he’ll be diagnosed for a day; show him the myriad health research options available online, and he might never need a doctor again. Well, maybe not, but you get the idea.
‘The Internet is becoming the town square for the global village of tomorrow,” said Bill Gates, founder and chairman of Microsoft. If that’s true, then that town square is lined with all manner of churches, synagogues, mosques, shrines and temples. And just as the Internet has allowed small mom-and-pop shops to compete with big retailers, so too have faiths with smaller followings been able to share their messages online by using the same tactics employed by larger, more established spiritual sects.