September 1, 2010 – 2:03 pm
Consumers have access to information and opinions about products, brands and companies from an infinite number of sources. And with the rise of social media, the power to control the terms and tone of the brand-consumer relationship has shifted to the consumer. As consumers have greater control, businesses face the challenge of transparency and consistency. [...]
August 30, 2010 – 11:55 am
If there’s one thing that’s certain, it’s that things can change in an instant. And in this age of instant information, business owners need to be ready and able to provide immediate updates about conditions affecting their operations. It could be something small like your power being temporarily disrupted. Or, it could be a flood [...]
Email is sometimes a forgotten direct digital marketing channel. While it is core to any customer experience a brand tries to create, basic email capabilities are a commodity. Email is essentially bucketed in two primary categories - blast campaigns and dynamic/relevant campaigns. A mix of both is good, and good ESPs do both expertly. Dynamic [...]
Much like the age old real estate axiom, location is of utmost importance when it comes to direct digital marketing. This is true in a number of ways, and Knotice has been working very hard to leverage that reality to improve the performance of various direct digital marketing campaigns - whether campaigns are executed in [...]
We are all human. We all make mistakes. And SMS interactions are no exception. Despite the time and effort put into planning an SMS campaign before it goes live, including trying to anticipate and accommodate possible mistakes made by the consumers interacting with your campaign, most marketers find that even after a campaign is live [...]
April 26, 2010 – 12:09 pm
For my money, the most impressive presentation at the 2010 Forrester Marketing Forum, without a doubt, was the presentation from Nickelodeon CMO Pamela Kaufman. Her obvious zeal for both the brand, and the brand adaption project showed through, and her enthusiasm inspired the group in attendance. Adapting a marketing organization at the corporate level is [...]
April 23, 2010 – 12:17 pm
As I mentioned in my post Wednesday, the theme of the 2010 Forrester Marketing Forum is how marketing organizations can – and should – adapt. The first keynote for the forum, from senior Forrester analyst David Cooperstein, provided the context for what adaptive marketing means. Unsurprisingly, the primary theme of his keynote revolved around social [...]
One of the more interesting takeaways from the National Retail Federation’s 2010 Retail Innovation & Marketing Conference was the emphasis on how the legacy of traditional direct marketing principles meshes seamlessly digital channels. Obviously, this is the very essence of direct digital marketing, which identifies the primary direct digital channels as email, mobile, and the [...]
February 1, 2010 – 12:09 pm
Without examining the various complexities of behavioral targeting it is clear to all onlookers that it is valuable to marketers. For proof, look no further than the imbalanced attention the technologies get from various government bodies and institutions. Marketers know targeting technologies help them make money, and government regulators know that marketers may abuse the [...]
January 1, 2010 – 1:20 pm
Happy New Year, Lunch Pailers! If you are taking a break between football games, thanks for stopping by. On Wednesday I unveiled the first of what I promised would be two interesting trends to evaluate and watch for in direct digital marketing for 2010. The first was the complete mobile marketing solution, rather than the [...]
