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Drip Marketing: 3 Essentials to Increasing Leads and Sales
June 10, 2013

Do you know the Direct Marketing Association says a prospect needs to see/hear your message three times to recognize you and a minimum of nine times to make a purchase from you? Do you also know an estimated 70 percent to 90 percent of leads generated by marketing never receive follow-up from sales, according to MarketingSherpa? It's no surprise, then, that companies are continuing to understand and embrace the importance of drip marketing.

How to Dominate the Entire First Page of Google
June 4, 2013

Controlling the conversation around your brand is critical to upholding and improving reputation. ... So what can savvy digital marketers do in the short term? Dominate the entire first page of Google for brand-related search queries. Dominating the first page of Google requires an understanding of the various data types Google displays and how to take advantage. Let's look at how you can monopolize all brand real estate on the first page of Google. Paid Search: While it seems obvious to buy your brand terms in paid search to acquire more real estate

Farewell ‘Push’ Marketing, Hello Brand Journalism
February 1, 2013

My career as a journalist spanned nearly a decade. When I left to launch a Web-video startup, I quickly discovered storytelling was part of my DNA, evident in the process and style of my new media company and how it approached its first productions. It wasn’t about storyboarding or scripting, it was about asking questions, getting answers and weaving content together to produce an interesting and useful story. The benefits of combining the approaches of traditional journalism and brand storytelling seemed obvious. It’s something we’ve called “brand journalism” since day one, and it’s picking up speed as the new-media world

Strategic Perspective in 2013: Ask 9 Key Questions
December 13, 2012

It’s December and, for many marketing organizations, that means strategic planning. The typical agendas are being discussed and, for most, 2013 will be a repeat in both strategy and tactics as 2012 was to 2011. Sure, we’ve added some cool stuff like social media to “keep up with the Joneses.” We’ve probably added some cutting-edge technology to our mix to manage all that social data, too. Lastly we’ve added some hip new buzz words to our marketing lexicon like Big Data, content marketing and #hashtag. But have we been able to carry forward any of our learning?

In Sandy's Wake: The Cost to Adland
November 7, 2012

The effects of Hurricane Sandy will reverberate for weeks as marketers and agencies across more than a dozen states tally storm-related losses and make up for lost business days. New York, New Jersey and Connecticut make up 10.2 percent of the U.S. population, but a far heavier concentration of advertising, media and marketer employment. The tri-state region is home to 22.8 percent of Ad Age's subscribers and accounts for 20.8 percent of U.S. employment in advertising, public relations and related services, according to Ad Age DataCenter's analysis of government data. 

How Adland Is Weathering Hurricane Sandy
October 30, 2012

Offices closed, subways shut down, streets fell quiet and marketers sprung into action, with some referencing Hurricane Sandy in messaging and others taking action around the storm, which could contend for the worst on record along the East Coast. As Sandy worked her way up the Eastern Seaboard toward New York City on Monday, many agencies and marketers across the Northeast kept staffers at home. Two of the ad shops in New York City most closely situated to mandatory evacuation zones

Deal Junkies Hurt Stores' Profits
September 4, 2012

Stores try to wean sales-addicted shoppers off discounts, but it's not easy. Early this year, nearly three-quarters of 1,000 shoppers surveyed by consumer research firm America's Research Group said it would take discounts of at least 50 percent to get them to buy a given item. ... Paco Underhill ... says retailers discounting during the downturn created shoppers who think everyday pricing "takes some fun out of" shopping. To help break the vicious cycle of discounting, Underhill says merchants have to think of ways to attract shoppers that can be just as intoxicating as two-hour sales or coupons.

Newspapers Say US Postal Service Plan to Offer Discounts to Direct Marketing Firm Is Unfair
August 16, 2012

The U.S. Postal Service is proposing to cut its rates for one of the nation’s top direct marketing companies, a move that threatens the newspaper industry’s biggest money-maker: the Sunday advertising bundle. The post office expects to generate $15 million in profits over three years by cutting what it charges Valassis Communications Inc. for new mass mailings. Livonia, Mich.-based Valassis sent more than 3 billion pieces of so-called junk mail through the post office last year. Under the proposal, Valassis has promised to send even more bulk mail. On those additional mailings, the Postal Service will give the company …

Direct Mail vs. Email? A Way to Find the Balance
July 16, 2012

Marketers have often asked whether it is better to use email or direct mail for a marketing campaign. From much research and many case studies, I have found that the answer is not an "either/or" choice. A sound integrated marketing strategy is like an orchestra, with all the different parts coming together at the right moment to create the customer experience. To develop a "Boston Pops" approach to your campaign, I recommend a score based on good data and a communications matrix to understand where your potential customers are in the buying cycle.

Pinterest Marketing Ideas for 24 Industries and Professions
May 9, 2012

Drawing the attention of millions, virtual pinboard-styled social photo sharing website Pinterest is all the rage these days. ... The site receives a whopping 11-16 million unique visitors a month, who are primarily women (80 percent) and users are between the ages of 25 and 54 (80 percent) according to Google Ad Planner. As Internet marketers, we seize the moment when new trends and sites emerge. ...  So how can you seize the moment with Pinterest? Find inspiration with the below Pinterest marketing ideas for 24 industries and professions!