Retaining the Flock
December 1, 2008

Challenge: Retain churchgoers.
Solution: Mobile marketing, sending daily text messages.
Results: Of the 125 church members and attendees who participated, 100 percent have remained worshippers.

Media Usage Forecast 2008
March 1, 2008

With the specter of a recession looming, results from Target Marketing’s second annual Media Usage Forecast reflect the caution that marks the start of 2008. The majority of direct marketers plan to hold the line on or even increase their budgets, which is good news. Still, the group of respondents tightening the purse strings on their media budgets rose 23 percent compared to last year, and the group planning a budget increase dipped about 10 percent. An intriguing development is that a smaller percentage (5 percent) of respondents are indicating uncertainty about their budget plans for this year contrasted with the response to this

Ad Tracking in the Mobile World
January 1, 2008

Ad Tracking in the Mobile World Seattle–based M:Metrics, a mobile media provider, recently unveiled a competitive tracking service for mobile ads called M:AdTracker. The monthly syndicated data service continuously monitors clickable display advertising from a broad representative set of mobile Web destinations and then classifies the data by industry/sector, company, division and product/service to reveal leading advertisers in and across market segments. Marketers can gather insights on competitors’ seasonal tactics and other campaign rotation activity via weekly, monthly, quarterly and annual tracking. Web:

Five Ways to Get the Word Out
December 12, 2007

Word-of-mouth marketing—using viral e-mails, sample distribution and buzz factor—is taking off. Follow these principles to get the most out of your word-of-mouth campaign: 1. Be interesting. Before you run an ad, before you launch a product, ask your spouse about it. Trust me, if he or she finds it interesting, you’ve got a winner. 2. Make people happy by creating amazing products. Go the extra mile and provide excellent service. Make sure the work you do gets people energized, excited and eager to tell a friend. 3. Earn trust and respect from your customers. Be good to them. Talk to them. Honor their intelligence.

Subway’s Michael Lewkowicz on Launching a Mobile Marketing Campaign
November 7, 2007

Working to leverage the mobile channel to capture more of its customers’ share of wallet, more than 100 Subway restaurants in Buffalo, N.Y. and the Seattle-Tacoma area now offer real-time alerts and coupons to preferred customers via their cell phones. A partnership with Modiv Media— an interactive marketing services firm in Quincy, Mass.—the My Subway Mobile program helps the national sandwich shop chain’s participating stores to drive traffic and sales, as well as to gain insight on specific promotion aspects that appeal to each store and individual customers. The program works by encouraging customers to sign up at participating locations or by texting a

Tap Into Mobile Marketing
October 31, 2007

There is an old Chinese proverb that states: “The best time to plant a tree was 10 years ago. The second best time is now.” For mobile marketers, the best time to start building your mobile subscriber list was five years ago. The second best time is now. Mobile is more than a viable channel in the marketer’s quiver today. Your window of opportunity now is open to integrate mobile campaigns into your marketing mix and drive a truly differentiated customer experience across channels. The Basics The U.S. population currently stands at just above 300 million, and 75 percent of the population has a

How Storytelling Boosts Response Rates
October 24, 2007

For centuries, the world’s greatest teachers and leaders have used fables, allegories and other types of stories to successfully communicate with people and motivate them to take action. So have some of the top-performing direct mail packages, including those from The Wall Street Journal, Time-Life, Rodale Inc., Covenant House, Greenpeace, Nightingale-Conant and National Wildlife Federation. Stories engage people because they are entertaining, allow the listener to empathize with the characters, draw on emotion and lead the listener to a conclusion. And in present times, when consumers tend to be more entertainment-oriented than ever, stories might be just what your direct mail package needs to

Live From DMA 07: Take Advantage of Mobile Advertising
October 17, 2007

As more and more consumers abandon their landlines for cell phones, online marketers have been scrambling to figure out how their businesses can take advantage of what is being proclaimed as the next big thing in advertising—the mobile phone. And although consumer adoption of mobile services is anticipated to grow exponentially over the next couple of years, reaching these consumers will be much more difficult because of the inherit differences between the mobile and PC environments. Despite some of these differences marketers can be assured an extremely high percentage of mobile phone users who conduct Internet searches on their phones intend to act

Adapt your E-mail for a Mobile Environment
August 15, 2007

A new whitepaper, Email Marketing for the Third Screen, by ExactTarget’s Director of Strategic Services Morgan Stewart and E-mail Strategist R.J. Talyor, comments on the growing adoption of mobile e-mail and its impact on e-mail marketing practices. The authors clearly state that mobile e-mail is not a customer’s preferred form of e-mail. Viewing e-mail on a PDA or SmartPhone simply is a matter of convenience for consumers. Mobile e-mail users read rather than write e-mail on their phones and “are primarily interacting with messages they deem urgent, not commercial e-mail,” according to the whitepaper. However, mobile e-mail adoption is growing, so e-mail marketers need

Mobile Marketing: Trend Report from CTIA
April 4, 2007

The wireless industry association, CTIA, held its annual convention last week in Orlando, Fla.. Shabbir Safdar, chief technology officer at Mindshare Interactive Campaigns, attended the show and gathered information on the top trends shaping the mobile marketing industry. Mindshare Interactive Campaigns is an interactive communications agency, headquartered in Washington, D.C., that works with HP, eBay, American Rivers and U.S. Fund for UNICEF. Here are the three key trends affecting mobile’s near future according to Safdar, as well as his thoughts as to what these concerns mean to you and your approach to this promising channel. Trend #1: If you have any doubt that the Web is