For our money, PETCO has always done a good job with their online marketing, specifically in email. And that’s part of the reason why it was intriguing to see their most recent email campaign where John Lazarchic, Vice President of Ecommerce, for the pets products eretailer, penned a short letter truly in the form of a personal email. Read more…
Discounts abound at eretail sites this holiday season. The New York Times dubbed the price slashing “holiday price wars” in an article on November 19. The article’s desperate tone underlines what many of us already know: The holiday shopping season is going to be rough.
Every consumer is looking for a discount, which doesn’t bode well for premium brands. Price drops and coupons can diminish a brand’s boutique image. But some marketers are finding a way around this quandary. Read more…
Discounts abound at eretail sites this holiday season. The New York Times dubbed the price slashing “holiday price wars” in an article today. The article’s desperate tone underlines what many of us already know: the holiday shopping season is going to be rough.
Marketers can’t afford to offend the powerful force that is the mom blogosphere. The recent Motrin mommy mess-up is a testament to that. Read more…
Am I the only sports fan to notice how more and more TV analysts in the niche are talking about individual athletes’ and sports teams’ as “brands”? Of course, they have always been, quote-and-unquote, brands. That’s real-world talk among marketing professionals.
But to protect the fans (or “customers”) from the game of marketing, this stuff was not supposed to be discussed in public. At least, that is the way it used to be. Yet, times have changed. Read more…
The BlackBerry Bold has been unveiled, and many folks compared it at launch to the iPhone. For what it’s worth, I think that’s a good thing for BlackBerry marketers.
Because, no matter the brand, smartphones are not going anywhere.
There will be more brands entering this particular technological fray; some might actually outdo both the iPhone and the BlackBerry Bold. And they will drive the wireless market further into the future.
Before you know it, the smartphone will be akin to the television set in the late 1970s. Absolutely everyone will have one, and the picture will likely be in color (if not high-definition).
Of course, they will be more affordable than ever, too.
As you might have read in an earlier blog, I have been looking for a marketer who has tested mobile-dedicated links and landing pages in their emails. Well, I have found one.
Stay tuned for a how-to article in the coming weeks. You’ll learn that marketing to smartphones now is a no-brainer – if you want to get ahead of the competition.
When the economy is down and your budget is slashed, you might be forced to prove every investment. Your CEO or manager might want to see the ROI of every effort — from direct mail to responding to comments.
And who can blame them, really? Times are tight. All signs are pointing south. They want to make sure that money isn’t being wasted. You might feel the same way: you don’t want to waste part of a shrinking budget on anything that’s not guaranteed to work.
But that might not be the best way to market. Alan Scott, CMO, Dow Jones certainly doesn’t think so. Scott’s strategy is to measure every investment and interaction with the customer that he can, and to make sure overall revenue numbers are solid, he says. Getting too granular in your ROI analysis can become a distraction.
“It’s very difficult to understand the cause and effect of every individual component and make a meaningful decision,” he says. “I heard at a conference not too long ago, someone said ‘What’s the ROI of putting on pants?’ Your probably could calculate it somehow. But you have to do it [anyway].”
That’s a great line: “What’s the ROI of putting on pants?” Remember it when you’re thinking of changing a successful marketing plan just because you cannot calculate the return on every portion of it. If it works overall, why change it? Granted, it’s worth the time and effort to tweak and test, but don’t slash and burn your pants because you’re not sure how much money they make.
The BlackBerry Bold has been unveiled, and many folks compared it at launch to the iPhone. For what it’s worth, I think that’s a good thing for BlackBerry marketers. Because, no matter the brand, smartphones are not going anywhere.
There will be more brands entering this particular technological fray; some might actually outdo both the iPhone and the BlackBerry Bold. And they will drive the wireless market further into the future. Read more…
Just in case you needed another reason to monitor social media, the Economist had a quick article last week about two airlines’ response to PR bombshells that detonated on Facebook.
The airlines’ staff members were joking about cockroaches on board and smelly passengers–not exactly good PR. The companies discovered the comments only after customer complaints and press reports started coming in.
Monitoring social media–like blogs, social networks and bookmarking sites–gives you a good idea of your company’s online reputation. And it will help you find employees badmouthing the company before your customers do.
Monitoring is only part of the solution, though. You need to have policies against disparaging the company, and you need to remind your staff that what they say online stretches across the planet.
On a side note, I’m starting to think that monitoring social media can have amazing benefits. Alan Scott, CMO, Dow Jones, told me in a recent interview that Dow Jones identifies trends and customer preferences by crunching data from its social sites and others across the Web. That’s a heck of a way to judge your market.
It hadn’t occurred to me that most brands and companies large to small are embracing social media or at least thinking about it. It hadn’t occurred to me until I spoke with Rob Merritt, Senior VP and Director of CKPR, one of the largest independent public relations firms in the U.S.
He said during an interview for a Fame article:
“From a PR standpoint I don’t think we execute a PR program right now that doesn’t have an online component and some kind of social media aspect to it.”
In this case the article was about a campaign his company did for AirTran involving a YouTube contest, stunts, and traditional PR to grab the attention of the college-age demographic.
I know it’s only anecdotal evidence that social media is taking a strong hold. But I can say that based on several interviews I’ve conducted with PR staff at companies and agencies social media is almost always part of the marketing or PR strategies.
And if you want to reach younger generations with your company’s message, it’s almost imperative.
