The following article from Advertising Age says that consumers wish to do more business online, but that companies may not be adequately meeting him/her there. Ad Age included a survey that companies can take to measure their communication preparedness. I'm including it with this post.
MARKETERS FAILING INTERACTIVE PART OF INTERACTIVE MARKETING Forrester Study: Consumers Want Cross-Channel Engagement, but Companies Are Falling Behind
In a recent Advertising Age article interviewing Dana Anderson, senior VP-marketing strategy and communications at Kraft, she says that she likes the word – and meaning - behind "pilot." She says the word conveys learning and experimenting. Thus far, we've promoted the testing sites we show retailers with the name Bridge 'sample' site. Maybe we should follow Dana's inspiration and call the tests a Bridge pilot site.
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July 11, 2010
July 11, 2010
Creativity and Technology (CAT) conference excerpts from Ad Age magazine
I agree with these excerpts from the Advertising Age's article on CAT:
Don't separate interactive "The best way to make un-ambitious work is to set up a separate group called 'interactive,'" said Matt Howell, chief interactive officer, Modernista. But bringing interactive into the fold goes somewhat against established agency culture. "Collaboration and sharing are not core competencies at agencies," said Ivan Askwith, ...
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March 2, 2010
March 2, 2010
How to improve your e-mail marketing
Advertising Age's Steve Cone recently wrote about successfully using e-mail to connect with customers.
I found these two excerpts below interesting A link to the full article is below the excerpts.
What's the biggest mistake marketers continue to make with e-mail marketing?
It's still too much of a one-way street. Marketers send offers, ask for opinions or do customer surveys and provide no means for the recipient to directly communicate back to them. All types ...
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October 24, 2009
October 24, 2009
Advertising Age article about how e-mail is a cheap way to make good money
How E-mail Became a Direct-Marketing Rock Star in Recession
As Search Gets Cut, Retention-Focused Retailers Find Value in Channel's Cost-Effectiveness and Trackability
By Natalie Zmuda Published: May 11, 2009
NEW YORK (AdAge.com) -- It's likely the least sexy tool in your marketing arsenal, but it could be the one that delivers real results.
E-mail has emerged as a recession darling, as retailers look to proven programs that ...
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November 30, 2008
November 30, 2008
2008 Online Sales to Grow 12% Over 2007
From Advertising Age magazine regarding online sales:
Overall retail sales are projected to grow only 2.2% by the National Retail Federation, making online growth projections of 12% downright cheery.
Deloitte's annual holiday survey also presents several compelling reasons to maintain spending online. The category is ranked by consumers as the No. 2 shopping destination this year behind discount department stores. A full 21% of consumers plan to shop ...
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November 30, 2008
November 30, 2008
Online Shoe Seller Can Help Luxury Home Goods Get Leg Up
The article below about Zappos.com offers ideas to help online stores increase their sales. These strategies include: - free shipping - free returns - a more generous return policy - free upgrades on shipping
Do these services above cost $ to offer? Yes, however, for a $1 spent, they may give back $5 in sales. That is how Zappos.com sees it. And they do almost $1 billion in sales. Also, check out their website: http://www.zappos.com/ The design is...
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October 5, 2008
October 5, 2008
Free Shipping Offers From Online Merchants Will Increase
A recent article in Advertising Age questions whether free shipping from websites may be less common due to rising fuel costs. I believe free shipping with and without conditions will increase. Free shipping has more to do with getting around MSRP than actual shipping costs. For a retailer to cut out free shipping, theoretically the free shipping would have to account for 50% of an item's price thereby canceling out any profit for the ...
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January 6, 2008
January 6, 2008
Six Consumer Modes
This was originally published in Advertising Age.
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December 28, 2007
December 28, 2007
How to Best Advertise Online
According to this survey from Advertising Age, the top three ways to advertise online are paid search, e-mail lists (in-house list), and rich media ad (i.e.: Flash ads). Paid search constitutes the majority of advertising so it stands to reason that it's first. E-mails second place finish suggests earlier reports about e-mail marketing providing great value.
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December 18, 2007
December 18, 2007
The 12 Step Program to Appear on Google's First Page
This list was originally published by Advertising Age.
Did you get the e-mail about how successful e-mail marketing is?
This article from Advertising Age offers us a sigh to relief: we don't have to build AJAX-infused websites, we just have to send out e-mails. We can all do that. Article - click here
Excerpt:
A Single-Platform Player Surviving in a Multiplatform World Pilot Group Is Eschewing Web 2.0 Trends and Focusing on Its Stable of E-mail Newsletters -- Can That Model Last? By Abbey Klaassen Published: September 03, 2007