Marketing Objectives | Direct Marketing

Webinar: Common Local Search Pitfalls (and How to Avoid Them)

On 03.05.10, In direct marketing, local search, relationship marketing, By jennifer

Started off yesterday morning with a local search webinar with Gregg Stewart of 15miles. First off, I really like how they came up with their name – which happens to be a great tidbit about local search.

More Useful Factoids

The name “15 miles” refers to the fact that roughly 80% of consumer purchases to happen within 15 miles of their home.

Local search grew 46% this last year while general searches grew at 31%

After searching, consumer activity breaks down to look like this: 46% contacted business via phone, 37% visited the location, 11% used online contact

What Kind of Local Strategy?
Another strong point that Gregg brought up that was many businesses don’t have a comprehensive view of their online marketing strategy. As he put it, it’s not an either/or but an and strategy. This includes efforts in paid search, organic search, internet yellow pages, social media and mobile content. Just because you’re doing well in one segment doesn’t mean that you should scale back or ignore the other ones. The most successful businesses will realize the benefit of having a wide-ranging plan of attack to stand out against their competitors.

Resources for Local Search

If you haven’t already, there are many resources that you can take advantage of in starting your local search campaign. Gregg recommends: internet yellow pages, major search engines, Angie’s list, local search sites (Citysearch/Yelp), industry related blogs (including your local chamber of commerce) and more. Here’s a handy list of tools from Duct Tape Marketing.

Tagged with: google • local search • marketing objectives • relationship marketing

Thumbs Up for Thursday Tips

On 02.18.10, In Search Engine Optimization (SEO), Uncategorized, social media marketing, By jennifer

Feeling a bit all over the place today, so here we go! Take the time today to look at some little things that you might not otherwise consider:

No More “Batch and Blast”
I saw this tip as it applies to email marketing, but you can apply it to different platforms. Twitter, Facebook, and even blogging. Have you ever wondered why you constantly get postcards and junk from your local real estate agent? They often use this batch and blast method because it’s cost efficient and effective. Just think of it, the commission they make from one sale makes their direct mailing costs very minuscule. Sure… social media marketing is free, but you really are paying a cost if you blast your followers with self-promotion. No matter how you choose to carry out your campaign, think of it as a continuous process.

Copying Competitors and Copycats
Google alerts is a great way to keep an eye out for your reputation, but have you thought about using it to watch your competitors? This article does a great job of compiling a variety of different ways you can stay in the know. Have you dealt with plagiarism in the past? You might have a piece of content that people love to steal. You can check by searching a certain phrase in parenthesis or checking CopyScape. We’ve had 3 different “companies” steal content on our video marketing page and reported them to Google as soon as we found out.

Google Webmaster Tools for Your Wordpress
Did you know that you can use Webmaster Tools to get insight about your Wordpress? The Wordpress dashboard already allows you to see how many visitors you get and who’s linking to you. Once you verify ownership of your Wordpress account with Webmaster Tools, you’ll see where your blog ranks in search engine results along with relevant keywords. You’ll also be able to see any crawl errors and other useful diagnostics. Best of all, this tool doesn’t cost anything. Feel free to add all your blogs/sites and master Webmaster Central today.

Tagged with: email • google • marketing objectives

Marketing Gurus Predict 2010 Search Trends

On 01.11.10, In Search Engine Optimization (SEO), By jennifer

Nowadays, everyone claims to be a marketing guru. Buyers beware, as they can be all talk! Anyways, let’s take a look at what they predict is in store for 2010. We’ve touched base on some of these topics near the end of 2009, so let’s see what we can expect with the year to come.

Real-Time Search for Real Life

Search engines are useful in bringing us relevant results. But what about information that’s relevant in this moment? I was searching for Google’s financials awhile back and came across some reports from before 2004 – before it went public! How and why is this relevant to what I’m looking for? It’s not! In December, Google launched its Real-Time Search, which will help customers get their hands on up-to-date info. With Google leading the way, it’s only a matter of time before others follow. Yes, we’re looking at you Yahoo! and Bing.

Going Mobile to Accommodate Smart Phones

With new smart phones coming out every second, you can’t rule out the importance of having a mobile compatible site. I don’t have a smart phone, in fact, I like to call mine’s a dumb phone. But I do have my handy iPod touch. When browsing the internet on a small screen, you want to ensure that all the essential links are there and that your customers aren’t missing out anything because they’re not on a desktop. The sky’s the limit for mobile in 2010, as consumers will want faster ways to get their info and all in one convenient place. If you haven’t done so already, get started on making your site more friendly with the right mobile web design.

Facebook is Up While Twitter Falls Flat

Ok, so the time is here. In 2009, there were many skeptics who doubted the staying power of Twitter. So far, we can certainly see that Facebook remains in the lead. As Facebook is experiencing increasing growth, Twitter seems to be flat lining. These two giants will continue to fight for the market share in 2010 as they go head to head by releasing international versions of their services. Twitter is working hard to be more personalized and relevant. On the other hand, Facebook’s CEO has publicly announced some questionable beliefs about users’ privacy. In any case, it looks like it will be another exciting year for social media.

Tagged with: 2010 • marketing objectives • online marketing • search marketing • social media marketing

What Does 2010 Have in Store for Direct Marketing?

On 12.21.09, In direct marketing, By jennifer

Putting Promotion in Motion

Where do direct marketing efforts stand during a recession? Surprisingly, the increase of marketing efforts can clearly be seen, even though marketers have been struggling. In light of the rough economic times, some companies may be putting their direct marketing efforts on the backburner. While pushing this segment aside is a questionable approach, it’s still best for most companies to incorporate multiple methods in their marketing mix. Like any other investment, you should accurately monitor its performance for the most effective use.

Why Direct Marketing?

Experts predict that with every $1 spent on a direct marketing, companies can expect a return of about $11. Be doing your research and targeting the right consumers, companies may see excellent business from their investment. When you first hear about direct marketing, telemarketing may be the first thing that comes to mind. In fact, other effective forms of direct marketing includes: direct mail, coupons, emails, infomercials, and a combination of all of the above. With a wide variety of advertising channels, marketers have the choice of utilizing a method that best suits their needs.

Change Your Approach

If you continue your marketing efforts as scheduled, it may pay off to change your approach. During Christmastime, my email inbox gets loaded with offers. Most of the time, these pesky email blasts go straight in the trash. As one spectator pointed out, it helps to help consumers. Why not differentiate by informing them about something they’re interested in or helping them out with a problem? In a way, your smaller budget is a positive asset as it forces you to be more creative with your marketing plan. As the holidays come and the year draws to a close, it’s the best time to think of your strategy for 2010.

Tagged with: direct marketing • marketing objectives

The (Near) Future of Music

On 12.17.09, In Uncategorized, relationship marketing, social media marketing, By jennifer

Innovation Breeds Revolution

What happens when the Apple giant acquires online music streaming services offered by Lala? Some observers think that this will change the future of how consumers will obtain their music. Gone are the days of a need for tangible objects to hold our music…
From vinyl, 8-tracks, to cassettes and eventually CDs, consumers have always been looking for a more convenient way to store and listen to their music. Lala technology allows users to stream their favorite music over an internet connection. With similar sites, like Last.fm and Pandora, there’s no longer a need for physical CDs or even storage space.

What Does This Mean for the Music Industry?

Since the early days of Napster, the music industry has been scrambling to regain their past vigor. They claim losses of album sales due to internet downloading. But the internet and music streams may be a place where the music industry can regain their momentum. Trendsetters will want to investigate this new potential, so that they don’t get left behind. And you can bet that this is exactly what Apple’s strategy is. Surely, they don’t intend for the Lala technology to cannibalize their iTunes market, but they realize the powerful potential. For now, some experts believe that it is a long way before a majority of users switch to solely streaming their music online. Internet and wi-fi connections are still problematic, even with smart phones. For now, this is a viable market to keep your eye on.

Consumers are Still Key

Music and music fans will always exist. You won’t get anywhere if you blame your failures on consumers. Internet music streaming may frighten some artists, but others have begun to embrace it for novel ways to promote themselves. For example, solo artist, Beck, has always been known for his unique techniques for marketing his music. His 2006 album, The Information, came with a CD cover that fans could personalize by using accompanying stickers and other artwork. Recently, Beck has launched several websites where he releases exclusive new recordings, interesting interviews, and just plain weird videos. This is an easy way to keep in touch with your fan base and keep them up to date with the latest news. So, whether it is an interactive MySpace or entertaining Twitter account, there are many ways musicians can supplement their online presences and embrace technological upgrades. Internet music streaming may seem new today but it’s just a matter of time before something new comes out. Maintaining your consumer base will help you, regardless of the change to come.

Tagged with: marketing objectives • social media marketing

Different Approaches to Online Marketing

On 07.23.09, In Search Engine Optimization (SEO), online viral marketing, web design marketing, By jennifer

Have you ever found yourself fascinated by a fun flash game or an interesting video clip? These may have been part of an online viral marketing campaign. Through using online buzz marketing and word-of-mouth on social networking sites, marketers work hard to use clever techniques to capture online attention and increase brand awareness of a company. A notable marketing campaign is Blendtec’s Will It Blend? channel on YouTube. The company demonstrates their product’s strong blending abilities by testing different objects ranging from golf balls to the Apple iPhone in an infomercial type series of videos.

By using unique approaches, marketers can capture more attention than when using a more traditional marketing method. YouTube videos are particularly popular because they are embeddable and easy for users to pass along via links or on their blog. You don’t have to always use outrageous techniques or videos, but it can certainly help when it comes to attracting potential customers.

A focus on web design marketing can be just as crucial in attracting visitors to your site. Your website should always accurately represent your company. It should also display a consistent message that is easy for your clients to understand. Not only should your website be eye-catching, but also easy to navigate. In order to gain favorable traffic, it is also important for your site to be search engine friendly.

So, whether you want to try to build momentum by creating an innovative video clip or adapting a new web design, there are countless different options that you can look into. Remember to do your research and keep in mind that these options are not mutually exclusive. You can mix and match the different methods that work best for you and your company.

Tagged with: emarketed • marketing objectives • online marketing • viral marketing • website marketing

Relationship Marketing

On 07.16.09, In Uncategorized, relationship marketing, By jennifer

You may have heard of the 80/20 rule, also known as the Pareto principle, which states that roughly 80% of effects come from 20% of the causes. When applied to business and marketing, this can mean several different things:

80% of your sales come from 20% of your customers
80% of your profit comes from 20% of your products
80% of your company’s output comes from 20% of your employees

This principle shows that inputs and outputs of your efforts are rarely balanced. So how do you make the best and reap the maximum rewards? One of the keys to success is to maintain and build lasting relationships with your customers. Relationship marketing focuses on communication and efforts to retain customer loyalty in order to build a mutually beneficial relationship. Many businesses forgo this approach in exchange for quick profits in the short run. In the long run, keeping customers happy will help you retain a loyal base of customers.

Rather than constantly looking for new customers, it’s important to keep existing ones happy. This can be easier said that done, especially for large companies who tend to focus on getting more new sales. It’s time to forget the phrase, “If you build it, they will come” and emphasize the point that “The customer is king”. Customers have plenty of choices and can easily choose one of your competitors if they are not treated well.

Tagged with: direct marketing • marketing objectives • relationship marketing

Twitter Statistics

On 07.13.09, In social media marketing, By jennifer

Who really uses Twitter and why is it important in promoting your business? First, it is important to understand the demographic of users and how to use that to your advantage. According to Twitterholic, the most popular people on Twitter include: Ashton Kutcher, Britney Spears, and Shaq. On the other end of the spectrum, CNN Breaking News, Barack Obama, and the New York Times also rank among the top. Nowadays, almost everyone knows about this social media utility, but it doesn’t necessarily mean that everyone is using their account. A study by the Harvard Business School, the average number of lifetime tweets per member is… ONE! Research also shows that only about ten percent of the Twitter users create ninety percent of the updates. Out of 11.5 million Twitters users, here are some statistics that you might find interesting:

45-54 year olds are amongst the top users
85.3% of all Twitter users update less than once day
53% of females and 47% of males make up all of Twitter users
Twitter is most active on Tuesday – Wednesday and Friday follow
Marketers are using Twitter. 15% of users who follow more than 2,000 people identify as social media marketers

So, why is it important to keep up with Twitter? An article on BusinessWeek, argues that Twitter lacks the ability to retain consumer attention and that it will take time before it is widely used as a broadcast medium, rather than a social networking utility. Whether it is a fad or here to stay, Twitter is growing everyday. From 2008 to 2009, there were over 20 million unique visitors to the site. By using Twitter, companies are able to keep consumers updated in real time. Dedicated fans or potential consumers will especially appreciate frequent and up to date Tweets. Also, the good thing about Twitter is that it does not hurt your business. When it comes to social media sites, early Twitter adapters can benefit from gaining experience while competitors may not fully understand its use. By being more connected and accessible to your consumers, you may also learn more than you would through using traditional methods of marketing.

Tagged with: marketing • marketing objectives • online marketing • social media marketing • twitter

The Social Media Relationship

On 07.08.09, In Uncategorized, social media marketing, By jennifer

A “frenemy” is loosely defined as someone who is part enemy, part friend. Ever since their beginnings, Pepsi and Coca-Cola have been the dominant contenders in the soft drink market. With a rivalry that spans over 100 years, Pepsi and Coke have been known to take jabs at each other in their marketing campaigns. But, in the new age of social media, it may finally be time for Pepsi and Coke to be friends.

Amnesia Razorfish, a leading creative agency, invited both companies on the social utility site, Twitter. The agency encouraged both companies to become friends or Twitter followers. Surprisingly, the two giants agreed and even extended greetings to each other. This may be a first for the two and we will all be able to witness how this experiment works for them. Frenemy relationships are not solely for publicity, but gives you an edge on what your competitor is up to. A company who fails to take direct and indirect competitors seriously will suffer a huge disadvantage. Some other big frenemy relationships include: Google and WPP Group, eBay and PayPal, Facebook and MySpace.

This new online relationship will not only give publicity to Coke and Pepsi, but may even promote a positive image for both companies. Nowadays, traditional advertising may be trite and monotonous to the public. Since more consumers are turning to the internet, companies can now use social media advertising and viral marketing in order to attract online attention. When approaching online marketing, the competitor-friendliest companies may be the most successful. As the well-known saying goes, it is important to “Keep your friends close, and your enemies closer”.

Tagged with: marketing • marketing objectives • social media marketing • twitter

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Webinar: Common Local Search Pitfalls (and How to Avoid Them)

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