MarketingSherpa has published Case Studies and research data on list segmentation for seven years now. We’ve got data coming out of our ears showing that if you split your list into groups by recent activity and/or demographic and send special campaigns to those groups, your response rates will soar.
Nearly everyone says: “Oh yes. Segmentation is a best practice. But I don’t have the time/money/software/energy to do it. So I’ll keep blasting my entire house list with the exact same creative and timing from now until someday.” Read more…
I’ve run across a quick tactic for those of you battling to get users to engage with your Web 2.0 marketing strategies.
I recently wrote stories about companies that offer social networking services through smart phones. Two of the companies–Kiwibox and Buzzd–have rewards programs to encourage engagement. Read more…
Once in a while, when developing Corporate Social Responsibility campaigns, PR folks really should think big, think bold and jump on opportunities to be big and bold with CSR messaging. That’s what I learned when reporting on The Hartford Financial Services Group’s award-winning diversity communications campaign for a Fame article. Read more…
If you’re ever looking for an interesting marketing read (besides MarketingSherpa, of course!), check out Robert Cialdini’s books on influence.
The two books I’m most familiar with are Yes! 50 Scientifically Proven Ways to Be Persuasive and Influence: The Psychology of Persuasion. Both books cite droves of research to help explain why people say “yes” to marketing offers and other requests. We recently published an article highlighting some of Cialdini’s strategies.
Both books are loaded with takeaways and interesting background stories. I found a particularly interesting piece of marketing history in Yes! concerning Duracell and Energizer.
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User-generated content started being a hot topic a couple of years ago. It’s not that marketers are truly ignoring it, but I think it’s fair to say that the buzz has fizzled a bit.
Perhaps this has something to do with an economy that’s been sticking its tongue out at the public for about a year now. Ya think? Read more…
As terrible as they are, marketing layoffs have been very good to me. Years ago, I got my first major career break due to layoffs. Over a period of three months, position after position was eliminated, and the boss handed me the work to do instead. Mainly, this was because I was the cheapest position in the marketing department.
These battlefield promotions can be the making of a young marketer. I am grateful to this day for the opportunities that allowed me to gain the experience in months that, normally, would have taken years. Read more…
Of course, marketers have known forever how a celebrity can impact sales for their companies. My earliest recollection of this idea was of Joe Dimaggio and Mr. Coffee TV spots from the early 1980s.
Well, I happened to call Zappos.com the other day to talk about sending back some shoes I had bought, as they were a half-size too small. Who was I greeted by? None other than CEO Tony Hsieh at first. A CEO making an automated appearance? Big freaking deal, right? I agree. Read more…
Relationships are important when you’re an affiliate manager. The more you know about affiliates on a personal level, the more you’ll know about how they sell your product.
Trisha Lyn Fawver, Director of Affiliate Marketing, New Edge Media, connects with her affiliates on social media sites. It adds to the number of channels that affiliates can reach her and facilitates the flow of ideas, she says.
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I’m going over my notes from an interview with Mike Howard, Chief Operating Officer, Kiwibox, today and I’m impressed with his team’s mobile marketing strategy and content management skills. Kiwibox is a teen-based network for user generated content and socializing.
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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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