Ah, the mail. In the late 1600s, people were forced to wait for a friend or relative headed in the same direction to send a letter. In 1775, the Continental Congress named Benjamin Franklin postmaster general, and he surveyed routes for shorter and faster service. In April 1860, a group of entrepreneurs came up with the idea of using mounted riders rather than stagecoaches to deliver mail across shorter routes.
Behavioral targeting (BT) is a hot topic among interactive marketers. After slow growth for several years, use of the technology grew 50 percent, from 16 percent of interactive marketers in 2007 to 24 percent in 2008.
Launched by two active but frustrated fathers who grew tired of having to race to stores at all hours of the night to replenish their children's diaper supplies, Diapers.com has soared to $89 million in sales in just four and a half years. The online retailer's mission is simple yet effective when carried out properly, which Diapers.com appears to have done: "To make moms' lives easier by delivering all the necessary baby products in a timely manner with great customer service," says CEO/Co-founder Marc Lore.
This week, in part two of this multipart series, I offer a case study that puts the three pillars of viral marketing discussed last week — targeting your audience via social media; reaching your audience by pinpointing influencers and enticing them to become brand ambassadors; and creating the right call to action by analyzing what your audience is into and designing campaigns based on this information — into action.
Major marketers targeting small and medium businesses (SMBs) are relying less on traditional marketing tactics because of the economic downturn. Although SMBs say they prefer to receive product and service information though traditional tactics, marketers are relying more heavily on social networking and online resource centers.
It’s extremely valuable for businesses to understand what the "social" in social media really means, and where its power lies, before launching any social media tactic. The social phenomenon is all about people. People are less influenced by brand and aren’t trusting institutions anymore. As the collapse of the advertising industry is showing us, people are tired of businesses trying to sell products through interruption.
"Video can be highly effective as a persuasive and engaging form of web content. But all too often, it's ... well, not. Online video must be engaging before it can be persuasive. Just as with getting someone to read an entire article, the idea is to get someone to start watching, and keep watching until the end, or at least to the point where you prompt the viewer to take a desired action."
—April 9, "Persuasive Online Video Strategies That Prompt Action," posted by Brian Clark, Copyblogger
At eM+C we recently launched a LinkedIn Group and we're excited about it. The eM+C LinkedIn Group offers readers of eM+C, eMarketingandCommerce.com, eM+C Weekly and All About eMail a place to connect and discuss interactive marketing topics and the state of online marketing in general.
"It's no secret that the web is moving more and more toward video and audio content. Text is still going strong and will always be a prominent part of the web content mix, but the shift to multimedia will only continue and intensify."
—March 31, "Does Copywriting Matter to the Multimedia Web?," posted by Brian Clark, Coyblogger