Almost magical advances in technology have enabled a world of convenience and entertainment. For marketers, this has increased customer touchpoints and buying complexity exponentially. Prospects are increasingly less likely to convert in a linear manner—see a commercial, pick up the phone, and place an order—than they were in the past.
A bespectacled boy in a sweater vest and a bow tie stands in front of a classroom of elementary school students who say they are confused about the Affordable Care Act. Pointing toward what he's written in blue, pink and yellow chalk on the blackboard behind him, the "teacher" has a simple answer for all of the questions coming at him.
David Ogilvy once said of direct marketers: "We sell, or else." Ogilvy was a very smart man. However, many of today's professionals still are not aware of how their marketing performs. They don't know if it sells or, if it does, they don't know why. This is why there is no substitute for evidence-based marketing. Evidence-based marketing can be defined as the combination of proven marketing methods with intensive and meticulous testing, all tied to the commitment of measuring the impact of each message in each medium.
Every time you turn around, a new "performance marketing" opportunity turns up for B-to-B marketers. What a treasure trove! And on the face of it, a real boon, because you only pay when your prospect takes the action you're looking for—the click, the download, the purchase, whatever. But there are some potholes to consider. Let's look at how marketers get value out of this approach to finding new customers.
Many organizations are effectively using databases to track and manage their sales results. But often these databases are not designed for other marketing purposes. Because most organizations are sales-driven, it makes sense that most IT investments in databases would focus on recording transactions and sales. However, there are important differences between a sales database and an overall marketing database that can impact how data is collected and stored, and how it can be utilized to help you make marketing decisions.
Data units mined from social networking sites often can be more difficult to categorize than the usual demographic information direct marketers collect in their data mining expeditions. However, keeping the minefield for data mining in mind, social networking sites are still replete with veins of consumer-insight gold. According to experts, marketers should extract that treasure, but carefully.
The No. 1 rule for creating a winning envelope: There are no rules. But to create a winning direct mail package, you definitely need a winning envelope. Make no mistake, the envelope is not everything. Ultimately, a winner in the mail has the same criteria as a winner in the Direct Marketing Association’s ECHO awards: It’s the total package that wins. Strategy, copy and art combine to bring in the response. But the envelope obviously is key. If it doesn’t get opened, all the carefully crafted messaging inside makes a death spiral into the trash bin. So what envelopes are winning in the
One of the best ways to improve potential customers’ e-mail experience is to get them captivated and involved, according to Bill Spink, executive vice president and chief creative officer of DMW Worldwide. In a November 2006 presentation at the Philadelphia Direct Marketing Association’s Marketing Magic seminar, Spink offered the following tips to attendees looking to magnify their direct marketing e-mail results. Use attention-grabbing headlines. Cite the benefits of the product or service to the consumer; for instance, “save time and money” instead of the product’s features, “new and improved.” Keep it concise. A short subject line with precisely worded copy has a better chance of drawing
In order to clone your best customers, you must understand their attributes. Concentrate on their behavior and use profiles or models if necessary. -Richard N. Tooker, senior VP, database/interactive marketing, DMW (a direct marketing agency)