Marketers are familiar with the cringe-worthy studies that show anywhere from 50 percent to 90 percent of Web forms being abandoned by users. But what is lacking from those percentages is context: What was being asked in those forms and how?
As consumers become increasingly bombarded with messages, images and ads, marketers and advertisers are increasingly challenged to break through the ever-growing clutter, and get noticed and received positively. Developing relationships between brand and consumer that truly have relevance and value to each party is the secret to rising above today's information overload.
Viral marketing, if used properly, can be a highly effective and cost-efficient tool in your marketing mix. A viral idea or content has greater impact and more credibility when it comes from a friend, and by transferring the work of distribution to consumers themselves, you minimize costs - significantly improving your marketing ROI.
Of all the tactics marketers can use to grow their business, one always rises to the top: Market to your house lists. A marketer’s house lists are made up of individuals who overtly have requested to receive communications. They are customers and warm prospects. They should be the most responsive group a marketer can reach with a message. To put it simply, they are people who have asked to have a relationship with your brand. Relationships are not to be taken lightly. In today’s cluttered media marketplace, reaching a group of individuals who have raised their hands to show interest in starting a relationship
Are your e-mail response rates starting to flag? If so, your list might be suffering from fatigue—a symptom associated with over mailing a file. In its whitepaper, Email 2.0: How to Optimize Your 2007 Email Marketing, Atlanta, Ga.-based direct marketing services provider Response Media suggests implementing the following three strategies to tackle this challenge. 1. Consider the big picture. Look at both your offline and online data to determine exactly how many touches your customers receive. According to Response Media, one marketer discovered that excess postal mailings were driving higher e-mail unsubscribe rates. 2. Segment out non-responders for reactivation. “Subscribers who are consistently unresponsive can be
Following are a few links regarding DRTV: DMA Broadcast Council Electronic Retailing Association Venable LLP Infomercial Index Hawthorne's DRTV Glossary Response Media Research Moulton Logistics Management Backchannel Media
By Noelle Skodzinski If you tested one insert program a day, it would take you four years and counting to test them all. "There are more than 1,500 insert programs available today," says Leon Henry, chairman/CEO of Leon Henry Inc., a 50-year-old insert and list management and brokerage firm. "And there will be more." The insert field received additional attention when it augmented its popularity, at least in industry press, with the renaming of the Direct Marketing Association's (DMA) Alternate Response Media Council to the Insert Media Council, which held its first-ever Insert Media Day in the fall of 2003. "It's
By Noelle Skodzinski If you tested one insert program a day, it would take you four years and counting to test them all. "There are more than 1,500 insert programs available today," says Leon Henry, chairman/CEO of Leon Henry Inc., a 48-year-old insert and list management and brokerage firm. "And there will be more." The insert field has received additional attention of late, augmenting its popularity at least in industry press, with the recent renaming of the Direct Marketing Association's (DMA) Alternate Response Media Council to the Insert Media Council, which held the first-ever Insert Media Day last fall. "It's certainly becoming
How to Tell People What You Do: Quickly, Simply, Compellingly By Lois K. Geller It all started at an ARM luncheon a while back. ARM is the association for Alternative Response Media, the folks who sell space in card decks, fulfillment packages, etc. I was there because they were honoring my friend Joel Katz from Leon Henry Inc. I sat at a table where I didn't know a soul. I introduced myself. "I'm Lois Geller, president of Mason & Geller." Since they might not have heard the name, I added, "a full service direct marketing agency." I noticed their eyes glazing over, so
By Arlene Rosen Insert media has come a long way from the time Len Holland, the grandfather of this medium, first began placing inserts for Popular Club Plan in the 1960s. Now there are package inserts, ride-alongs, statement stuffers, card packs, newspaper inserts (FSIs) and the increasingly popular blow-ins. What used to be called "alternate" media, has quietly gained more significance over the years, but without many direct marketers really taking notice. With more than 1,500 insert programs on the market, many unique, non-traditional insert situations and billions of inserts being placed annually, doesn't insert media deserve to be considered mainstream? A