DMA report: Digital media marketing strong, social media pervasive

Posted on July 29th, 2010 by | Filed under: Marketing News, Uncategorized

LinkedIn and Twitter Logo

New York—Most marketers are using digital media both to sell and nurture a stronger bond with their customers, according to the newly released “Digital Marketing Practices and Trends,” a study conducted by the Direct Marketing Association. The report also found that the use of social media has become a mainstream marketing channel.

The report, based on an online survey in November and December 2009 that produced 541 usable responses, found that 62% of marketers use paid keywords, followed by banner/skyscraper ads (45%), affiliate networks (28%), hot links (26%) and sponsorships (23%).

Among b-to-b companies, social media marketing has become pervasive: 88% report using social media, with the most widely used channels being professional social networks such as LinkedIn (69%), followed by microblogs such as Twitter (53%) and blogs (47%).


Should my email design match my Web site?

Posted on July 29th, 2010 by | Filed under: Marketing News

It’s very important to use design elements—such as color, art, logos, etc.—to make visual connections between your Web site and your e-mail. When you sign up e-mail list members on your Web site, you want the e-mail to be an extension of the site that your customers recognize. If there is a disconnect because the e-mail doesn’t look like the Web site, your subscribers may think your e-mail is spam.

Conversely, when you send out e-mails with a call to action that takes recipients back to a landing page, you don’t want to confuse those readers by sending them to a Web site that doesn’t look like the company you portray in your e-mail.

This happened to me recently. I got an e-mail from a major airline that featured a color scheme that was predominately the company’s trademark yellow and orange. Clicking through to the airline’s Web site, I was shocked to land on a page that was mainly blue and purple. My initial thought was that I was on the wrong page. What I learned is that the company rebranded its Web site but has not carried the new branding elements through to its e-mail program.

While it’s not unusual for companies to rebrand or to freshen their brand, it’s important to keep some of the old elements—at least on a temporary basis—to bridge to the new brand. You also need to make sure that your e-mail program catches up at the same time. This can be a struggle if e-mail marketing and your Web site are managed by different groups, but the outcome is worth the effort.

When designing your e-mails, look to your Web site for design elements and incorporate some of those elements into your e-mail. If you have an html Web site, you can even use elements from the Web site to easily design your e-mail.

Remember: it’s all about integrating the same look and feel from Web site to e-mail, and even to printed marketing materials. Carrying a similar look throughout all these customer touch points makes customers comfortable with your brand, which in turn makes them comfortable pulling out their wallets.

Thanks to Carissa Newton


Nielsen: Time To Recommit to Boomers

Posted on July 29th, 2010 by | Filed under: Marketing in a Recession, Marketing News

As focused as marketers are these days on Gen Y’s environmental commitment or Gen X’s coupon savvy, Nielsen reports that CPG companies have major blind spots in the way they target Baby Boomers.

With a continued emphasis on either the 18-to-34 or the 18-to-49 demographic, companies are increasingly losing their connection with the 78 million Baby Boomers, Doug Anderson, SVP/research & development for Nielsen, tells Marketing Daily.

“There is practically no segment or category out there where Boomers aren’t a significant audience — even across technology, including cell phones and computers. They may not be the first ones in the door when a new product comes out, but it’s close,” he says. “They are purchasing at rates just as high as other segments, and because they are often buying for their kids, many are double-dipping.”

While Boomers spend 38.5% of CPG dollars, Nielsen estimates that only 5% of advertising dollars are currently targeted toward adults 35-64 years old (a slice that includes the latter half of Generation X as well as Boomers).

Part of the issue, he says, is that marketers continue to believe that Boomers are either reluctant to experiment with new technology and brands, or that because they’ve been loyal to a certain brand for a number of years, they’ll stay that way.

Another issue, he says, is that even marketers who do focus on Boomers tend to make errors. Nuance, he says, really matters. “It is certainly true that Baby Boomers are big, important marketplaces for almost all products, and they need to be talked to and marketed to and advertised to directly,” he says. “But it has to be in ways they will accept. They are not 27, and they are not 67.”

Nielsen’s research says Boomers dominate 1,023 out of 1,083 consumer packaged goods categories, and watch 9.34 hours of video per day—more than any other segment. They also comprise a third of all TV viewers, online users, social media users and Twitter users, and are significantly more likely to have broadband Internet.

“Marketers have this tendency to think the Baby Boom—getting closer to retirement—will just be calm and peaceful as they move ahead, and that’s not true. Everything we see with our behavioral data says these people are going to be active consumers for much longer. They are going to be in better health, and despite the ugliness around the retirement stuff now, they are still going to be more affluent,” Anderson says. “They are going to be an important segment for a long time.”

Thanks to Sara Mahoney at Marketing Daily


Showcase – Advertising – Sizzix Teaser Ad

Posted on July 28th, 2010 by | Filed under: Advertising, Showcase


Showcase – Advertising – Sizzix Teaser Ad

Posted on July 28th, 2010 by | Filed under: Advertising, Showcase


Showcase – Advertising – Sizzix Reveal Ad

Posted on July 28th, 2010 by | Filed under: Advertising, Showcase

Sizzix_EclipsRevealAd


Showcase – Advertising – SIZZIX Ad

Posted on July 28th, 2010 by | Filed under: Advertising, Showcase
Sizzix_EclipsTradeshowAd