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Marketing Creatives and Technologists

Posted by on Feb 14, 2014 in Blog, Connect, Integrated Media Marketing |

marketing requires creatives and techies

There’s been a lot of chatter on social media lately about the direction that marketing, and the necessary skills required for modern marketing, are headed. Campaigns now spread across many channels: email, direct mail, social media, and landing pages on web sites to name a few. New technology tools are are being used to implement campaigns and measure their performance, allowing marketers to do two very important things:

Justify marketing budgets.  Measurement allows an accurate ROI to be determined.

Continuously improve.  Measuring the performance of each channel, as well as the effect that detailed design and copy changes have on response rate allow marketers to consistently improve campaign performance.

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Case Study: Direct Mail vs. Email

Posted by on Jan 9, 2014 in Blog, Connect, Integrated Media Marketing, Why Print? |

EmailDirectMail2We love email. It is an inexpensive way to keep in touch with an engaged set of customers and prospects.

We also love direct mail. There’s not an easier and better way to get your brand in your prospects hands and stand out from your competition.

A frequently asked question is:

“When is it better to use one medium over another?”

While every audience, every message, and every customer journey is different, here’s a case study that shows that to answer this question you have to dig deep, understand your customers and understand your business processes.

A recent study by the utility Natur-Enegi A/S out of Denmark compared the cost of billing primarily small and medium sized customers using direct mail and email. The results were surprising.

Cost to get paid:

Direct Mail: $3.25 / customer
Email: $5.75 / customer

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Responsive Web Design for Mobile

Posted by on Nov 11, 2013 in Blog, Connect, Integrated Media Marketing |

“Mobile first” and more recently “Multi-screen” are hot topics for marketers these days. People – your customers and prospects – are not constrained to their computer when answering your emails, reading your blog, and researching competitive information. They bounce between their laptop or desktop computer and mobile phone throughout the day.

57% adults now own a smart phone. Mobile traffic share on our own web site has increased over 38% in the last year. This table shows the percentage of people that use their smart phones for tasks they used to have to do on their computer.

mobile-phone-use
Cell Phone Activities 2013 | Pew Research Center

Not too long ago you either had to build a separate mobile version or versions of your web site or have your site visitors suffer through a mediocre or worse experience. With the wide variety of smart phone screen sizes and users’ preferences of viewing web sites in a portrait or landscape orientation, it is impossible to optimize your web site for all combinations.

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Call To Action

Posted by on Aug 8, 2013 in Blog, Connect, Design Tips, Integrated Media Marketing |

We moved into a house last year with a broken outdoor faucet by the driveway. It’s not one of those ordinary hose bibs, it is a hot & cold mixer faucet like you might see on a utility sink. It seems that hot & cold faucets are unusual enough that they don’t have it at the corner hardware store or the big box stores. After a five minute web search I found the faucet manufacturer, and their online storefront. Cool, I’ll be able to get my faucet fixed! A few minutes later I have an account, got the parts I need in my shopping cart, enter my credit card info, and… WHAM!

There’s no button to place my order! There’s a message that tells me not to click twice on the button… but no button.

Which brings me to the topic of this blog post.

Always have a clear and obvious call to action that guides your audience to do what you want them to do next.
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Don’t Lose a Prospect When They Get Hot

Posted by on Apr 26, 2013 in Blog, Integrated Media Marketing | Write a Comment

Update profile, not just unsubscribeI recently changed jobs and my primary work email address and needed to move many of my various newsletter subscriptions that were still relevant to my new email account. Simple enough, right?

Changing My Email Address

I went through dozens of recent email and every one of them had an unsubscribe or “change email Yourpreferences” link at the bottom of the form. It’s good to see CAN/SPAM compliance is alive and well.

Right away I saw this was turning into more work than I originally planned. It wasn’t going to be easy to change my email address for the newsletters I wanted to continue to receive. Here’s what I found:

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Email Marketing Overview

Posted by on Apr 4, 2013 in Blog, Connect, Featured, Integrated Media Marketing |

Email Marketing

It is likely that your competitors are using email marketing to build their relationship with existing customers and gain new customers. If you think you’re missing out because you’re not using email effectively as a tool to grow your business, and have no idea where to start, read on to learn some concepts to help determine how email can fit into your marketing plans.

Goals of an Email Marketing Program

As a for-profit business, you’d like to increase your company’s sales & profits. Keeping it simple, which I always like to do, to increase revenue we can either:

  1. Get more customers; or
  2. Sell more to existing customers

To see how email marketing helps achieve these goals, let’s first look at the various types of emails.

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