User or audience? Tailor your campaign to the behavior

Posted on July 28th, 2009 by | Filed under: Integrated Marketing
B-to-B Trade Ad

B-to-B Trade Ad

You’re about to launch a marketing campaign. You know the creative is on target, you know your message is compelling. You want an integrated, cross-media campaign. So, just take that ad creative and repeat it throughout your media mix and, voilá, we’re integrated! … Right?

A common but costly mistake.

While a good campaign has a distinctive look and memorable hook, the actual message must be optimized for each medium. For example, the most powerful and effective creative for a magazine ad can make for an ineffective email. This is due to the radical changes in audience mindset between the various media experiences.

When I’m paging through a magazine, I welcome ads that entertain and captivate me. If I receive an email with that same message, however, it could be an unwelcome intrusion in my in-box that has no value to me. With the same message, a marketer can score a favorable impression in one medium and completely turn off their target audience in another.

Response-Driven Email

Response-Driven Email

The passive medium of print begs for arresting creative, and in today’s world of shrinking print volumes it may be even more effective than ever. In the participatory world of online media, however, you are speaking to your audience in a completely different social context. The audience is actively engaged. They are in task mode. Social media is where they connect themselves to subjects of interest, and email is where they take action.

Think first about the purpose and context of each medium—Web sites, blogs, magazines, billboards, email, postal mail, T.V., social media—and then ask what value you need to bring to each. In going through this mental exercise, you may spark some promotional ideas that work better in the active media.

Tailoring your campaign for channel behavior can add promotional muscle to your offline efforts, and creative punch to your online communications.


Email will be an essential tactic in your marketing mix for 2009

Posted on February 2nd, 2009 by | Filed under: Marketing in a Recession, Soap Box

If you haven’t gotten serious about email marketing yet, 2009 is the year you will. It has become the cog in the engine of corporate marketing from first response to ongoing customer relationship management.

Whether consumer or business-to-business, email is one of the most critical touch points between a brand and its public. Good email marketing is not a “blast.” Rather, it is relevant and valuable to the recipient. In today’s economy, it’s not enough to push various sales messages out to your public. When done right, email is an effective, rapid way to build brand image and create loyal customers.

Email marketing is most effective when used in tandem with direct mail, Web landing pages, and a CRM system. And in 2009, a challenging economic year, smart marketers will be doing it. Why?

So with everyone trying their hand at email marketing, how can you avoid being lost in the noise? Careful attention to branding and message is the short answer. The following article has appeared on several blogs lately and offers timely tips:

How Can You Make Your Emails Stand Out?

Posted using ShareThis


Essential, affordable branding and marketing tactics during a recession

Posted on December 4th, 2008 by | Filed under: Marketing in a Recession, Soap Box

Email marketing can be a highly effective alternative when budgets are tight. When done properly, email is among the most cost-effective methods of enhancing and strengthening your existing client base. When done poorly, however, it can damage your brand.

A well executed email marketing program is the most economical way to market to, and build loyalty with, an existing customer base. But don’t expect to acquire new customers with direct emails from your company lest you be branded a spammer. A good in-house email list cannot be bought, only earned. When you earn it, it becomes a highly valuable asset.

Email lists can be built through advertising (that’s right, the “A” word) on targeted publishers’ online newsletters. This way your message is received via a trusted third party. Compared to print, these advertising products can be quite reasonable and far less costly than paid search. If your ad is well placed and has a compelling message, you can convert new subscribers to your in-house email list.


Consumer behavior will prompt new email formats

Posted on September 24th, 2008 by | Filed under: Marketing News

As email marketing volume increases, EM+C reports that best practices will likely continue to evolve to be more transactional and event-related, according to a new study by Forrester Research.

U.S. E-mail Marketing Volume Will Reach 838 Billion Messages in 2013, Forrester Says

Posted using ShareThis