Jumping onto a bandwagon can carry you, but it hurts a lot when you’re thrown off. Marketing fads — like green, cost effective or energy efficient — do not matter. Marketing claims need to be factual or you’ll be thrown off the wagon.
Getting “free stuff” makes me feel good about a brand. Many of us feel the same way. And all we have to do is give up a phone number or a mailing address.
Three weeks ago a co-worker told me about great deals she gets shopping at Target online. It immediately sparked my interest. I never thought of shopping online at a store I could easily drive to. When she told me I could return merchandise purchased online to any of the physical stores … I was sold. Read more…
DJ Waldow from Bronto Software recently posted an entry in his blog that made me nod my head and chuckle. He ranted a bit about the term “email blast” and called for the community to slash it from the current vernacular. Read more…
I recently received an email from outdoors clothier Roots with a subject line that definitely caught my eye: “Free Economy Shipping This Memorial Weekend”.
The imperative word in that copy was “Economy.” With gas prices this summer seemingly ready to hamper consumer spirits, it reminded me that free-shipping promos will likely be hotter than ever. Read more…
What I’ll call “Talk TV” seems to be an emerging and sensibly low-risk medium for major brands to drive Web traffic via sports entertainment on the good ol’ tube. Read more…
Viral marketing is hard to nail down. It’s hardly a science, but there are recurring themes, like humor. Many successful viral campaigns are just friends sharing funny ads.
The problem is humor is hard, too. Jokes can walk a fine line between offensive and corny. And those are relative terms. Your audience decides if your ad is funny, stupid or appalling.
While constantly doing a ton of detailed, cross-client deliverability research for his email services boutique, Internet-Tools.com, Mark David McCreary has come up with an alternative phrase for false-positives. He calls them “bogus bounces.”
E-catalogs that are navigated with a ‘virtual thumb’ in the turn-the-page sense have been a hot topic among marketers for quite some time. Do they produce sales? Are they worth the effort? What’s the point of an e-catalog when you have ecommerce?
I have searched high and low for a data-based, Sherpa-worthy Case Study on this very subject. The fact is, proving e-catalog activity creates sales with rock-solid data is difficult. Marketers who think they work only want to talk estimates or anecdotally. Read more…
