Target Marketing December 2012


35 Top Tips of 2012

To close out the year, the Target Marketing editorial staff reviewed all the content from the magazine, Today @ Target Martketing e-newsletter and blogs in 2012, hunting for some of the best marketing ideas and tips from our top experts to share with you.

Build Confidence

Creating sales with social marketing campaigns demands creating confidence in customers. It requires the marketer to offer prospects results in advance. So, if you're busy engaging customers with "authentic content that adds value" or "engaging social media campaigns" please stop and listen up.

Design for the Copy

If you visit Little Italy in New York City and stroll down Mulberry Street at dinner time, a dozen maitre d's accost you. Ultimately, the restaurant that enticed me had a quaint sign and a gentleman in a bow tie and apron, flanked by an easy-to-read menu. With no distracting gimmicks or hassles, I walked right in. In direct mail design, a similar "what you see is what you get" principle induces reader response.

Integrate and Personalize

Nonprofit marketers who are heavily invested in one channel—such as direct mail or telemarketing—are throwing money away if they dive into online fundraising without integration. So says "Improving Direct Marketing Response with Online Advertising," research published in October by Charleston, S.C.-based nonprofit marketing software and service provider Blackbaud.

International Direct Marketing

The basic benefit of direct marketing to foreign markets is no different than the benefit of direct marketing to the domestic market: new customer acquisition resulting in increased revenue. The foreign market simply adds more than 6 billion people to the mix!

It's Who You Know

I'm a big fan of social media. I jumped on Twitter, LinkedIn, Facebook, Pinterest, etc., but it didn't occur to me until recently that social media could help direct marketers by leveraging influencers. In other words, I was a purist—I was communicating on social media for the pure joy of talking to people, meeting them and learning. I didn't think about it as leveraging anyone, but there is something to be said for targeting respected followers and encouraging them to recommend you.

Mobile Marketing on the Move

According to a study published by comScore, more than 55 percent of Americans are now smartphone users. There are more mobile phones on the planet than there are TVs. And 70 percent of all mobile searches result in action within an hour. During the past few years, text message marketing, or SMS marketing, has become the most popular advertising channel in some parts of the world. This is because carriers have set guidelines and best practices for the mobile media industry, including mobile advertising.

Red Tie Lists Its California Love

Inglewood is up to plenty of good, if you ask Reginald S. Hawkins. The Red Tie Insurance Services owner says, since September 2011, he's gathered more than 100,000 leads in his city in California and converted 31 of them to customers as of September 2012.

Season of Thanks

How is your brand expressing its gratitude to its employees? Its customers? Its partners? Do you have a gratitude strategy? I applaud businesses that make gratitude part of their business life. Here are just a few examples to inspire your own strategy.

Web 'Stoopidity' ...

OK, I am addicted to buying stuff over the Internet. It's easy and convenient as hell. For example, we have an ancient dog that requires prescription low-residue food by Iams. The stuff is sold only through veterinarians and not at pet stores. No problem, has a prescription from my vet. I can go online and order a 60-day supply literally in two minutes and it's on my doorstep three days later.

When IT Projects Go Wrong

We've all been there: The company knows it must update its systems, the products and projects are chosen, development starts, and many, many months down the road the new system is debuted! … and it's not always all it was cracked up to be.