Jim Cannella on Mobile Marketing
April 19, 2006

Los Angeles-based entertainment company House of Blues Entertainment (HOB) prides itself on being ahead of the curve, both in its mission—to celebrate diversity of cultures and music—and as an enterprise in general. Home to live music of all genres, the first House of Blues opened its doors in Cambridge, Mass., in 1992 and now has venues throughout the United States and Canada. One of the first companies to make music available for download, its latest technological leap forward is the mobile marketing initiative it launched a year ago—partnering with wireless and broadband communications provider Motorola and more recently mobile marketing service company Soapbox Mobile.

Three Points on Data Collection for E-mail Campaigns
April 12, 2006

Knowing what, how and when to collect data from Web site visitors is essential to building online ROI. It can make the difference between creating a loyal customer and incurring lost business. But where to start? Michael Della Penna, chief marketing officer for New York City-based e-mail marketing solutions provider Epsilon Interactive, identifies three data points that are key to creating a database that will be the backbone for developing more relevant and welcome online campaigns. “It’s a kind of three-tiered approach,” says Della Penna. “What are your demographics? What are the interest areas to start that relationship? And what are the considerations as

Multicultural Special Report: Q&A with Kang & Lee’s Saul Gitlin
April 4, 2006

If you’re actively targeting Asian-Americans, you need to be able to attract and service them online. This market indexes higher than the general population in weekly Internet usage. To get a better perspective on how best to communicate with Asian-Americans via the Web, Target Marketing spoke with Saul Gitlin, executive vice president of strategic services and new business at Kang & Lee Advertising, a multicultural marketing consulting and communications agency that specializes in reaching Asian-American markets. Target Marketing: How actively do Asian-Americans use the Internet? Saul Gitlin: There have been many studies that have looked at Asian-American use of technology and the Internet. All these

April 1, 2006

Unlike other channels—such as direct mail, where delivery is at the mercy of the USPS, or search engine marketing, where your message only renders when someone enters the right keywords—e-mail offers the advantage of being able to control precisely when an effort is delivered. But, as Peter Parker taught us, “With great power comes great responsibility.” And smart marketers understand that when it comes to e-mail response, timing can be everything. About a year and a half ago, e-mail consultancies Return Path and eROI both came out with studies that identified Monday as the best day of the week for e-mail deliverability. And as

The Basics of Blogging
March 10, 2006

You learned everything you need to know in kindergarten Blogging can play an important role in your company’s internal and external communications. Microsoft, IBM, Google and Ford are just a few of the companies that have learned the value of having a corporate blog. In fact, each has several, run by various employees. Corporate blogs provide benefits in several key areas. Employee communication. Management gets a chance to explain the “why” behind company decisions, seek anonymous employee input and promote new initiatives. Employee recruitment. Corporate blogs provide prospective hires with a unique look behind the curtain at large companies. These blogs give a great sense of

Tech Fever
March 6, 2006

Having spent the past few months delving into relatively new technologies such as pay-per-call, mobile search, RSS, podcasts and more, I’ve found it’s a tech jungle out there. New applications are springing up all over the globe, with some of the most exciting—and certainly the most talked about—solutions related to new media opportunities. These technological developments are rooted in marketers’ increasing displeasure with the performance of traditional media, causing them to look for different avenues by which to reach and influence a populace that continues to resist mass-media push advertising methods. But amidst the hype of these promising new tools is a bigger, more important

The Many Paths of Direct Marketing
March 1, 2006

To remain relevant to customers and boost the bottom line, today’s direct marketing campaigns must move across the borders of direct marketing media nimbly and fluidly. More importantly, marketing channels need to work in unison so that prospects and customers receive not only a consistent message, but one that builds a case for your products and brand. Does your direct mail creative prominently feature a Web site address where customers can find out more about your product and the particular offer being pitched? Do your search engine marketing (SEM) efforts coordinate with your print ad copy? There are many ways to integrate offline and

Share of Pocket: Mobile Marketing Is Poised for Growth
March 1, 2006

With cell phones more commonplace than computers and mobile devices—such as PDAs and smart phones—catching on quickly, it’s no wonder mobile marketing looks attractive to direct marketers. According to the Cellular & Telecommunications Internet Association, there are 203 million wireless subscribers in the United States, with 70 percent or higher penetration in most major metropolitan areas. On the demographics end, this market trends younger, with most wireless subscribers between the ages of 13 and 34, cites mobile market research firm M:Metrics Inc. But the 35 to 44 age group continues to expand its use of these devices year over year. “What we are seeing

Do You RSS? Your Competition May Soon
March 1, 2006

The big irony of RSS is that while many people view RSS content daily, a significant percentage don’t realize that they’re using RSS technology to manage their information gathering. A study released in 2005 by search engine portal Yahoo! and research firm Ipsos Insight reported that although 27 percent of respondents used personalized Web pages (such as My Yahoo!, My MSN, etc.), only 4 percent realized that RSS feeds drove the content on these pages. In case you’re part of the populace who isn’t quite sure what RSS is, the acronym stands for Really Simple Syndication and is a technology that allows a company to

Network to Drive Revenue
February 1, 2006

There are millions of people out there who not only love to shop, but love to talk about the things they buy. They’re talking online through social networks and online product reviews, providing marketers with a huge opportunity to drive sales. At first, a consumer’s desire to spread his or her opinions across the electronic universe seems very narcissistic. After all, who cares what BillyBob1634 in Sheboygan thinks about the latest iPod? Actually, millions of his online shopping peers do. They care a lot. They care more about his opinion than they care about yours. They’ve become numb to TV commercials, ads and e-mails, and they’re