As regular Lunch Pail readers have no doubt determined by now, we’ve ramped up our coverage of mobile marketing. We did this, and will continue to do it, because of a few basic truths about direct digital marketing. Most notable among these truths is the fact that more executives in the C-Suite are demanding their marketing departments "do mobile." But, for anyone who is starting to explore mobile marketing as a business objective for the first time the term "mobile marketing" can be confusing and misleading.With that in mind, Bryce Marshall contributed some excellent pieces on “Making Sense of Mobile” covering everything from the overall landscape to the varied audiences within each mobile tactic. We’re even in the process of conducting a really slick mobile marketing experiment where you can access Monday’s Lunch Pail post only by following one of four mobile calls-to-action. If you haven’t done that yet, check it out and vote in the poll.
In addition to our coverage of mobile on the Lunch Pail, our CEO Brian Deagan was published by Online Strategies Magazine with a breakdown of some specific mobile marketing tactics that e-retailers and eCommerce folks can begin implementing right now. It’s worth a read.
Mobile is rightfully garnering a lot of press these days, but there are other emerging technologies and channel strategies within direct digital marketing that everyone should be aware of. The biggest technology trend right now is onsite targeting, from both a Software-as-a-Service development perspective and a tactical marketing campaign execution standpoint. If you’re unfamiliar with the term “onsite targeting” you can get a good definition and some context from this E-Commerce Times article.
Brian also contributed his insights on the subject of onsite targeting through the publication Retail Solutions Online. As tools for improving personalization and message relevance within eCommerce platforms develop more slowly than consumer shopping acumen, e-retailers face a difficult challenge: “Should we re-platform our site to make dramatic improvements to sales?” It’s a real question and a real dilemma. Brian makes the case for avoiding the headaches and inconvenience of re-platforming an entire site and turning to onsite targeting solutions to upgrade the message relevance and sales metrics onsite – without “re-platforming the wheel!”
Remember, if you have a topic of interest you’d like to see our writers tackle, leave us a comment!
