Target Marketing May 2014


Advertisers 'Go Native.' Great!

The definition of the term "go native" from the Urban Dictionary is as follows: Used humorously, to go native means to take on some (or all) of the culture traits of the people around you, often said of people who go to foreign countries or far away cities. These traits may include dress, language, accent, etiquette, religion, etc.

Covering All the Bases

You've seen the reports that email has the ROI of any digital or offline channel. Looking forward, in 2016 the Direct Marketing Association projects this ROI by channel: Email—$35.02; Search—$23.62; Social—$13.43; Direct Mail—$12.57; and Mobile—$12.45.So, don't think about email as dead. Think about email as a vibrant communications vehicle.

Don't Be a Fool

Recently, I sent an email to my online subscribers driving them to a video selling an information product produced by Mary Ellen, one of my joint venture partners. In return, I received an email from a subscriber—who shall be known as MH—taking me to school not for recommending the product, but for sending him to this particular video sales letter.

For BrickHouse, Search Is a Winning Hand

BrickHouse Security has mighty, mighty paid and organic search marketing results. But that wasn't always the case for the New York-based security and surveillance solutions provider. Before BrickHouse hired Wpromote—an El Segundo, Calif.-based online marketing agency—in February 2013 to optimize its paid and organic search, results were a bit weaker.

Gimmick or Game On?

There's been a lot of talk about augmented reality (AR) lately. We've all seen the great examples from companies like Ikea and heard the buzz about Google Glass. But still some marketers call AR a gimmick. They liken it to the buzz a couple of years ago about QR Codes. While QR Codes offered marketers a way to move audiences from a print piece to a digital call to action, AR fundamentally changes the way we interact with audiences.

Old Zuckerberg Is a Dinosaur

In 2010, Mark Zuckerberg said, "If people share more, the world will become more open and connected. And a world that's more open and connected is a better world." That was the year he was TIME's Person of the Year, and he was all over the place talking up sharing. During an interview at The Crunchies Awards he explained, "People have really gotten comfortable not only sharing more information and different kinds, but more openly and with more people. That social norm is just something that has evolved over time."

The 4 Stages of Engagement

There is no debate: Relevant, meaningful, authentic content is the key to inbound marketing. It's paramount to attracting customers to your brand and keeping them engaged; especially when they're out of their normal buying cycles. It's a means of building loyal relationships that last. The problem is, one-size-fits-all content won't work throughout that lifecycle. Your content must be tailored to your customers at each stage of their journeys and kept current to maintain their interest.

The 5 Ws of Marketing

Content Marketing: All the cool kids are doing it. But are they doing it right? Don't be one of the thousands of businesses checking the box on content marketing. Leverage your company's expertise on your industry and audience to truly build brand awareness, engage with customers and achieve business goals, using these tips.

The CMO Is IT!

With more than 900 solutions to choose from, marketers will soon outspend IT on technology investment. This is your guide to navigating the marketing technology jungle. Don Draper would be amazed that the world of marketing is transforming from executives whose strengths lie in creative to those whose strengths lie in technology, but it seems that the future of marketing is powered by technology. Gartner forecasts that by 2017, marketers will outspend IT on technology.

Top 10 Inbound Marketing Tactics

Direct marketing has traditionally been an outbound business: Send offers via mail, email, TV, telephone, etc., take orders from the percentage who convert, repeat. Inbound marketing turns that on its ear by using online tactics like content creation, social media and search marketing to make the company very easy for potential customers to find when they're looking to learn more about your industry, to trust and, ultimately, to buy.

Who's Emailing What?

There are 4 billion email accounts in the world. Roughly a billion of those are business addresses, and they send about 100 billion emails a day. Those numbers come from the Radicati Group's "Email Statistics Report, 2013-2017" (opens as a PDF). It also says, "Email remains the predominant form of communication in the business space." Many, many of those emails are sent by marketers to existing and potential customers as part of their direct marketing programs.

You There, Giant? It's Me, David.

Database marketing can mean small business intelligence works as well as or better than big corporation data, says Corrine Sandler. Sandler, founder and CEO of Toronto-based Fresh Intelligence Research Corp. and author of "Wake Up or Die," provides tips she says will help small companies in "taking down the Goliaths."