An eNewsletter has become common practice for many businesses, and you probably get at least a few delivered to your inbox every month. They are relevant in nearly every industry- print included – and allow for tracking of clicks and opens. It is a powerful weapon in every marketing department’s arsenal. And even better, it… Read More »
You may have noticed that more and more URLs are being shortened with bit.ly. If you’re still using TinyURL or other non-trackable shortener, you’ll want to check this out. Not just for your email marketing, social media, and e-newsletter efforts, but also for creating QR codes to add to print. Log into bit.ly and put… Read More »
While he was tramping around Peru, Peter O’Neill, a web analyst from Australia, dreamed up a blog about achieving excellence in “joined-up” marketing. Peter concludes that the marketing management tools and web analytics that measure revenue at various online touchpoints don’t reflect the contribution of offline activities like friends’ recommendations, using multiple computers when ordering,… Read More »
According to an October 2010 InfoTrends in-depth study entitled Capturing the Cross Media Direct Marketing Opportunity, the study reported a shift toward not only using more electronic and online marketing, but also more channels. The survey results indicated that marketers are using an average of 2.7 media channels per campaign. Another revealing data point was that 53.1% of marketers are using 3-5 marketing touches per campaign! This data clearly illustrates how quickly marketers are evolving their tactics to leverage the improved results of more personal and relevant communication across multiple touches. Study data indicates that 55% of marketers today don’t have a “formal” tracking and measurement program in place. The number one reason is it is difficult to accomplish and they lack the resources to get it done.
This morning, Target Marketing reported on Archive Director Paul Bobnak’s latest analysis of the expansive Who’s Mailing What archives. Of significant interest to Digital Nirvana readers is Bobnak’s finding that — in the first six months of 2010 –personalization of direct mail increased 19 percent over all of 2009. “Used in 35 percent of direct… Read More »
A savvy service provider that leads with opportunities centered on marketing technologies and logistics can introduce concepts such as “customer centricity”, interactive dialogue, relevancy of follow through, automated nurturing cycles, integration of cross media, and measurement in such a way that attracts the attention of the senior marketing executive in a high percentage of sales calls.
Sometimes the numbers aren’t what they seem. Higher response rates don’t always mean better results. Conversion rates don’t always tell the whole story. And average order value can be misleading. So how can you make sure your programs receive the credit they are due?