Let's consider what some people regard as just another buzz term: "content marketing." Despite all the hype, the concept really wasn't invented yesterday. Some mailers have been doing it for years. Let's look at three examples of mailers successfully using relevant content marketing to stand out in the mailbox.
When everything is available for sale on your smartphone, why do catalogs still clutter your mailbox? Shoppers spend more online after browsing through lavish print spreads. The old-school marketing format has survived to play a crucial creative role in modern e-commerce. Today, the catalog is bait for customers, like a store window display, and a source of inspiration, the way roaming through store aisles can be. The hope is shoppers will mark pages they like and then head online, or into a store, to buy
Information is the raw material of target marketing, but gathering data from the Internet, mobile, social media and all the other tracking available today has grown beyond what you can handle with traditional desktop tools—entering the realm of "Big Data." Soon, knowing how to manage and use that tsunami of data will be a key difference between marketing programs that work, and those that don't. We asked DMA MiLab's Alexandra Morehouse six questions about how marketers can recognize, manage and exploit Big Data.
When discussing the sustainability of marketing, attention very much needs to be paid to digital communications. Many fall into a trap: We may believe we are being environmentally "good" when we use a digital message in place of a print message. Evidence increasingly tells us to think more deeply.
If you're looking for a great read that is a change of pace from the typical business book, let me recommend "Play: How It Shapes the Brain, Opens the Imagination, and Invigorates the Soul" by Dr. Stuart Brown. I guarantee you Brown will change your mind about play. It will become something you do first, not put off until all your work is done. I'm more convinced than ever of the importance of play and the necessity of stepping back, taking time-outs, and the need for creating reflective time, and space in our highly reactive and ever-changing culture.
Is Touchy-Feely Customer Research the Way to Go? March 23, 2006: Vol. 2, Issue No. 23 IN THE NEWS Best Buy thinks outside the big box In several concept stores located in the Midwest, Best Buy is gathering data about consumer behavior in retail outlets that are quite different from the "big box" stores normally associated with America's largest consumer electronics retailer. The new stores, with names like Eq-life, Studio d and Escape, are helping Best Buy understand how to improve the shopping experience of a new class of technology buyers. —Tom Krazit, C/Netnews.com, March 21, 2006 Brad Anderson is CEO of Best
You can achieve nine times the revenues and 18 times the profits of a broadcast e-mail campaign simply by targeting your customers instead of treating each of them the same, according to a report released earlier this year by Jupiter Research. While Web analytics can give you the information you need to segment your customers, how will you get your more relevant message to them? Rich media may offer the solution. Doug Mack, CEO of Novato, Calif.-based rich media solutions provider Scene 7, and Sheila Dahlgren, senior vice president of marketing for Scene 7, spoke with the Target Marketing Group about this growing content
Doing business with the little guy is probably a good idea Oct. 4, 2005: Vol. 1, Issue #36 IN THE NEWS With his father, W. K. Swan, Ken Swan was the creator of discovery cruising. From the early 1950s, Swan Hellenic offered excursions, led by scholars, diplomats, clerics or naturalists, to historical and archaeological sites-initially around the Mediterranean, and, after 1980, farther afield. --"Ken Swan, OBE, former managing director of Swan Hellenic, was born on April 3, 1919. He died on Aug. 21, 2005, aged 86." The Times of London, Sept. 30, 2005 Chuck Williams, who turns 90 on Sunday,
By Steve Trollinger Most multichannel marketers, particularly those with catalogs at the heart of their business, understand the importance of direct mail and its role in generating retail traffic. But not all brick and mortar retailers have embraced direct mail's potential as a way to drum up more in-store business. This month's column focuses on distance as an important factor in the improved success of retail-focused direct mail campaigns. Certainly the creative used, the merchandise offered and the company's overall brand promise and in-store experience are tremendously important to the success of any campaign, but I'm speaking here about how to understand and use
By Regina Brady It's 2005, and if you haven't yet made any New Year's resolutions, there's still time. At the top of your list should be a look at improving your e-mail programs. Here are some ideas to help you fine-tune your e-mail marketing efforts and differentiate your campaigns from the competition. DON'T just offer discounts. The vast majority of e-mails I receive offer a sale, a percentage off, or free shipping and handling. Of course, everyone likes a sale and the chance to save money, but it won't differentiate you from the other e-mails already in crowded inboxes. A recent Jupiter Research