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 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 »
Posted by jwoodymeach on August 10, 2008
In working with a client on an intranet project last week, she something that struck a cord with me: “I want to make a big splash. It really has to WOW them.”
(I’ll come back to this in a second. First, some history.)
This intranet is one of two that is available to my client’s constituency. The employees aren’t required to use this intranet. It serves as mainly an informational news portal for things going on within the organization and a place to access common documents – pretty standard stuff. My client’s success metrics for the intranet is based on a bi-yearly customer satisfaction survey.
(Now, back to the story.)
“It really has to WOW them,” she said.
I view this as a constant problem with intranet– and some websites too. For systems that are not required usage pieces, it’s more about can you plan deploy a series of improvements or new features over a period of time than it is about firing all of your guns at once. Hence, “WOW” Management.
Think of a fireworks display at Independence Day. Each burst of explosion and colorful lights is judged on its own merit (“oooohh aaaah”), but at the end of the show you judge your satisfaction by the culmination of the entire program. You should plan your system upgrades in the same way and build them into your communications plan (i.e. internal marketing campaigns) to keep the system top of mind with your users. This type of planning will allow you to have an additional leverage point beyond the creation of new content only.
BOOM! – New Blog (oooh!)
BANG! – New Search Feature (eeeee!)
SPARKLE! – Restructed Taxomony to make finding content easier (aaah!)
POW! – New interface design (aaaaw!)
KABLOW! – Personalized content (weeee!)
WOW Management can allow for you to properly set expectations of your customers and management, as well as not putting all of your work effort and budget into one basket of “WOW”. (hmmm, maybe that should be another article: The Basket of WOW.)
Posted in Uncategorized | Tagged: Digital Marketing, Internet Marketing, intranet | 2 Comments »
Posted by jwoodymeach on August 1, 2008
Sony BMG Columbia may not be “The Man” (unless you’re a musician), but I LOVE when people do this type of thing.
Not the “vandalism” portion of the act (which I equate to spray painting on a billboard – remember “Turk 182”?) — rather finding a loophole is a system to allows you to express a view.
I know a couple you can do with Web Analytics platforms. 🙂
So many clients are looking to make a buck that they forget the purpose of their website. Columbia wasn’t going to make serious money through AdSense. That site is for promoting their artists and/or direct selling of their music – stay focused!
Posted in Uncategorized | Tagged: AdSense, Digital Marketing, Google, Internet Marketing, Paid Search, Search Engine Marketing | Leave a Comment »