Posted by jwoodymeach on December 15, 2008
E-mail is not only a communication tool that is used to reach out to consumers, but also as a means for consumers to begin a conversation with your organization – each method, though, presents an opportunity to deliver a marketing message and influence the user experience.
There are guidelines (i.e. CAN-SPAM) that look to limit the exposure of consumers to marketing messages or unwanted e-mail communications. However, a sound marketer can use e-mail to extend the relationship with prospects and customers whether it’s through marketing communications, transactional alerts, or public relations.
The scaling of creation, delivery, and reporting metrics have been stable for quite a while, but there are considerations that one needs to take into account when dealing with e-mail marketing. Below are some of the major factors that need to be addressed with scaling your organization’s e-mail marketing communications:
An outbound e-mail marketing program entails not only the scheduling, messaging, creative development, transmission, and reporting on open rates. You have to make some “game changing” decisions at each step along the path (e.g. do you purchase an e-mail technology service or outsource to an e-mail marketing agency?) that can greatly affect the personnel and monetary costs.
The scale opportunity comes from a single source transmission provider like SilverPop, CheetahMail, ExactTarget, and EmailLabs. This is especially true if you are a large multi-department/brand organization where you can realize per transmission savings going out a single entity. Other scale chances come from the performance monitoring through web analytics or competitive intelligence tools like Email Data Source.
E-mail received by your organization is often controlled by IT, but there are software solutions like RightNow Technologies that can help you manage inbound e-mail. However, these types of solutions don’t handle the entire job around the timeliness of responding or presenting an accurate marketing message.
Posted in Uncategorized | Tagged: Digital Marketing, e-mail, e-mail marketing, Internet Marketing | Leave a Comment »
Posted by jwoodymeach on November 10, 2008
From a digital perspective, eCommerce revolves around the technique of how the client sells products utilizing the eChannel – not only the technology behind how it sells. While the technology is important from an online measurement standpoint, understanding which method the business feels as important is key. I break eCommerce into three categories:
- Brick and Mortar Extension (BME)
- Pure Play
- Direct-to-Consumer (DTC)
Brick and Mortar Extension (BME)
Brick and Mortar Extension is the act of driving customers to a physical location to purchase product or service.
Many people have challenged me that this isn’t eCommerce. Although I agree that BME isn’t true eCommerce, I have clients that can’t do the other two methods listed below based upon their business models (i.e. large items that don’t work well for DTC or Brick-and-mortar only businesses like restaurants or auto mechanics). BME allows for a level of eCommerce classification for this type of client.
BME traditionally manifests itself through technology solutions such as store locators that use ZIP codes to identify the closest store or through promotions used to drive foot traffic like coupons or gift certificates.
Pure Play is driving customers to another online location to purchase the product or service. This could either be another vendor or to a company-run storefront through the likes of eBay, Yahoo, or Amazon.
Pure Play clients tend to be small to medium sized businesses that don’t have the desire or internal resources to process the orders. Also, there are large expenses involved in building a DTC-enabled website and organization. Pure Play allows for a faster time-to-market at lower cost.
Direct To Consumer (DTC)
DTC is directly selling the products or services through your website. From a scaling perspective within a company, DTC is a very complex endeavor. You must have plans around Merchandising, Marketing, Fulfillment, and Operations/Financials. I have seen many companies go under by ignoring one or more of those items.
Posted in Uncategorized | Tagged: brick and mortar extension, Digital Marketing, direct to consumer, eCommerce, Internet Marketing, Online Marketing | 1 Comment »
Posted by jwoodymeach on November 3, 2008
As stated earlier, the tactics that are driving prospects and customers into the Engagement Entry Points have attributes that can require differing levels of involvement, decision making processes, or approaches if you are trying to scale the tactic internally or with external vendors. Next few articles are a tactic-by-tactic breakdown explaining the points of concern. I am starting with Affiliate Marketing.
Affiliate Marketing is the practice of rewarding other websites for sending traffic to your site. Usually, the reward is tied directly to that visitor completing an action whether it is purchasing product or registering for a webinar.
With affiliate marketing, the effort the organization mainly has to realize is around the acquiring and maintaining of relationships with the affiliates. And this is where the determining the level involvement for the organization comes into play.
By taking the responsibility of managing affiliates with in-house resources, it requires that personnel own the identification, recruiting, and managing the affiliates. This includes ensuring the affiliates are compensated and monitored for performance.
Third party affiliate marketing covers the user of affiliate networks such as Commission Junction and LinkShare, affiliate management companies such Performics and PepperJam, or through specific large niche players like eBay and Amazon.
Posted in Uncategorized | Tagged: affiliate marketing, Digital Marketing, Internet Marketing, Online Marketing | 1 Comment »
Posted by jwoodymeach on October 9, 2008
Following the purchase on IndexTools in April 2008, Yahoo has launched a beta of Yahoo! Web Analytics.
This puts Yahoo! on par with Google from an solid analytics provider standpoint. I always liked IndexTools as a lower cost Web Analytics solution and if Yahoo! can keep the integrity of that platform while providing another no cost alternative to customers — bring it on.
The ability to track more than 4 scenarios (or goals to my Google Analytics brethren) would be enough to make me take a serious look.
There are discussions about whether the tool will be be free or not. My hunch is that it will be free as long as you are part of one Yahoo!’s advertising solutions. This is fair in my opinion.
The system is still in beta with current customers through early 2009.
Posted in Uncategorized | Tagged: analytics, Google, indextools, online measurement, web analytics, yahoo | Leave a Comment »
Posted by jwoodymeach on September 10, 2008
Stuff like this cracks me up: http://www.idolhands.com/personal/obama-is-restful/
I like how Corey took a technology approach to what some might perceive as only a marketing opportunity (even though done in jest).
Posted in Uncategorized | Tagged: asp, css, Digital Marketing, html, Internet Marketing, php, user experience, website design | Leave a Comment »
Posted by jwoodymeach on August 20, 2008
How to identify and prioritize your personas and digital marketing tactics before firing your first marketing salvo.
Posted in Uncategorized | Tagged: CARVER, Digital Marketing, Interactive Marketing, Marketing | Leave a Comment »