Archive

Archive for the ‘Online Advertising’ Category

Design Landing Pages Based on Objectives

October 18th, 2008
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Jacqueline Simpson, Marketing Manager, Tourism British Columbia, and her team are constantly testing their opt-in landing pages for multichannel campaigns. They came upon a particularly outstanding group of findings recently.

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Mobile Link In Email: Have You Tested It?

October 8th, 2008
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Retail email item: On August 27, Bed Bath & Beyond sent out a campaign that included a dedicated link for people who opened the message on their mobile phones. As part of my job of keeping an eye on as much of the email universe as possible, I signed up for a few BB&B segments – but not every single one of them – while registering at the site a number of months ago.

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Treat Halloween Like a Shopping Mini-Season in Email

September 23rd, 2008
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Last year, numerous email marketers used Halloween to spike their open and clickthrough rates and drive sales. But the most important thing that industry observers saw in their inboxes was that this mini-season isn’t just for seasonal marketers with tight product niches. Read more…

Phone Number in Order Confirmation Email: Worth the Risk?

September 15th, 2008
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A major eretail player has been using a ‘wow’ tactic. In their order confirmation emails, the brand has offered customers the chance to call a toll-free number that same day if they want to add more products to their order. Read more…

B-to-B Partnerships Built on Solid Communication

September 15th, 2008
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Partnering with your competition can make for tense relations. You’re supposed to be working together, but you’re going after the same market with the same product. It can get confusing.

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Short Subject Lines Revisited

September 10th, 2008
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I browse dozens of eretail newsletters each week. And FreePeople.com’s subject lines stand out the most because they are *routinely* super short.

Thirteen out of their past 20 subject lines have been four words or less. And most of those 13 have employed either two or three words. Further, many of the subject lines have 14 or fewer characters (including spaces).

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Click Fraud Apathy Can Cost You Search Dollars

September 10th, 2008
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I just finished an article on click fraud and found some interesting numbers. A large majority of marketers seem unconcerned with click fraud.

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Social Networks Make It Easier Being Green

August 3rd, 2008
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One of the newer ways of marketing to consumers lies in the idea of being green. It’s pretty simple: If you can convince environmentally conscious folks that you care about running your operations responsibly, that sizable group becomes much more inclined to spend money on your products or services. Read more…

New Yorker Ads Drive Eretail Web Sales

July 29th, 2008
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I was reading a recent edition of The New Yorker, while fiddling away downtime on a three-hour flight. (For what’s its worth, it was the issue BEFORE the now-infamous Obama cartoon cover.) I started perusing the smallish boxy ads that vertically border many of the magazine’s stories. And I was struck by how many small dot-coms were taking up those spaces.

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Yahoo!’s Circulars: Too ‘Old’ to Work?

July 26th, 2008
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There’s been lots of talk for some time about the convergence of online marketing with the print advertising world. Of course, as this blog has discussed in a past entry, there’s the virtual catalog with its ‘thumb-through-the-pages’ technology. And there’s been new ‘online magazines’ debuting in recent years.

Well, Yahoo! has announced a program designed to target online viewers with display ads that originate from the Web versions of retailers’ newspaper circulars. Now, on its face, this is not entirely new. Specifically, grocery chains, drug stores and other retailers have made their circulars available for printable download.

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