Day two at the MarketingSherpa Selling Online Subscriptions Summit 2008 in New York City was highlighted by a session on using surveys to kickstart subscription offers. Aaric Eisenstein, Senior Vice President of Publishing, Stratfor, a subscription geopolitical intelligence service, led the session.
Eisenstein and his team recently found themselves in a dubious position. Their email list was tired and unresponsive to offers, the quality of their product was going down, the economy was starting to tank and their competition from blogs was booming.
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Here’s another eye-opening session at the MarketingSherpa Selling Online Subscriptions Summit in New York City. Michael McCurdy, Director CRM, and Leslie Semegran, Director Online Marketing, TheLadders.com, talked about maximizing customer lifetime value.
TheLadders.com is a site for jobseekers looking for $100K+ jobs and recruiters. They offer subs for a month, six months or a year. And they found that six-month subscribers have a 29% higher lifetime value than monthly subscribers and that annual subscribers have a 39% higher lifetime value than monthlies.
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Day one at the recent MarketingSherpa Selling Online Subscriptions Summit in New York City offered some impressive takeaways. Take the “Landing Page Optimization Case Studies” session by Flint McGlaughlin, Director, MarketingExperiments. Two key takeaways:
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So, you want to sponsor a NASCAR racing team? “Think big and start small,” says Bob Parsons, CEO and Founder, Go Daddy Group, Inc.
Parsons sponsors winners. He started in late 2006 as an associate sponsor of Danica Patrick, who recently made history by becoming the first woman to win an IndyCar race. Go Daddy later sponsored the Indianapolis 500 itself.
Now Parsons has moved into NASCAR by sponsoring another proven winner, Dale Earnhardt Jr. Earnhardt will drive a Go Daddy car in six nationally-televised races. That equals lots of TV time for Go Daddy.
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Search marketing tools are great. They provide answers in an industry where answers are scarce. The thing about tools, though, is they are not always accurate–and the tools themselves can make the problem worse.
At least that’s what I got from a conversation with Wil Reynolds, Founder, Seer Interactive. Wil and I discussed some great SEM tools and how to use them (most of them are free). We also touched on some data flaws he sees while researching.
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Marketers buying on multiple ad networks might be stretched a little too thin. Focusing on fewer networks can help your response rates.
Jocelyn Griffing, Senior Vice President, Director of Online Media, ICON, cut down on the number of networks she used regularly from eight to four over the last year. Now she says campaigns that used to attract a 2% response rate are getting 9%.
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Advertisers looking to build brand have a new option. Google now serves mobile image ads on its mobile content network. As with the rest of Google AdWords, pricing is auction-based and you can set a budget.
If you’re planning a branding campaign, and you’re already using AdWords, why not try a test? You might get a good price, since I doubt mobile AdWords is as competitive as regular AdWords.
Only one image ad will appear per mobile page, according to the Google Mobile Blog. That gives you dominance on mobile sites advertising only through AdSense.
Should the US slip into a dreaded recession, 67% of US consumers said they’d be more likely to use coupons, according to an ICOM survey. If you’re looking to hold customers through the storm, maybe a coupon strategy can help.
If your eyes just rolled, you might be surprised to hear how coupons are changing. Cell phones are taking them out of the Sunday paper. Consumers are receiving and redeeming coupons straight from their phones.
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Behavioral targeting for online content has been around for a while, but your customers might have just learned about it. And they might not be comfortable with the idea.
Almost 6 in 10 respondents (59%) to a Harris Interactive survey said they weren’t comfortable with ads or content targeted to their online activity. Can you blame them? I was creeped out the first time I saw Gmail ads matching my emails.
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