Segmented and tailored e-mail messages can be a key driver for sales and
personalized follow up can turn a one-time customer into a loyal repeat one.
This was a key finding from a recent report sponsored by RightNow Technologies
and conducted by Harris Interactive. The "Online Retail Report" revealed that 68
percent of consumers said they were prompted to browse a Web site after
receiving an e-mail from a retailer, and 73 percent said they would appreciate
any post-purchase follow up.
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Just because a user didn't click on a banner ad, doesn't mean the ad space was
wasted. The study, "An Examination of Different Explanations for the Mere
Exposure Effect", found that rate of exposure to ads for users who read a
banner-ad-laced essay had no effect on negative feeling toward the brand. When
students were asked about positive feelings toward the brand, the researchers
found that an increase in the exposure rate lead to a corresponding increase
positive feelings toward the brand.
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Internet Marketing Archive
A new survey confirms baby boomers' reliance on word-of-mouth recommendations
and provides tips for connecting with them online. The study conducted by public
relations firm Weber Shandwick reveals that within the boomer generation, a full
89 percent of people advise their friends on purchasing decisions. The study
also revealed that boomer-to-friend communications are circular, with nearly 93
percent of boomers identifying their boomer friends as trusted sources of
information.
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Internet Marketing Archive
What makes social bookmarking important to marketers is it's another
cost-effective way to augment search marketing efforts, distribute content, and
aid branding. Social bookmarks are links allowing users to store, classify,
share, and search content through a process known as tagging. Tags are a
user-generated taxonomy that makes information easier to find. Social bookmarks
can be applied to various types of content, including Web sites, blogs, PDFs,
audio, video, photos, and tools.
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Make your online customer acquisition strategies engaging and you'll turn
prospects into loyal customers. Studies show consumers are flocking to the
internet in record numbers, spending more and more time online getting things
done. This growing and varied use of the internet has resulted in a flux of new
marketing methods targeting consumers online, making it increasingly difficult
for consumer brands to break through the marketing clutter and engage consumers.
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Imagine telling an advertising agency that you will pay them only when you get
leads from an ad. Or, perhaps you suggest paying them based on the sales that
you make because of exposure of an ad. Besides having difficulty measuring these
outcomes, chances are the agency will not take you seriously. Approach a web
site owner and he or she may actually consider your offer. With an affiliate
program you offer affiliates an incentive to perform a particular outcome.
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One in four adult Internet users in the U.S. regularly visits popular social
networking sites, according to a study sponsored by iProspect and conducted by
JupiterResearch. The study defines a social networking site as "one that allows
Internet users the ability to add user-generated content such as: comments,
reviews, etc., or their own dedicated pages." Sites such as MySpace, YouTube,
and Amazon.com fit the study's classification of social networking sites.
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Online advertising services giant DoubleClick Inc. has launched its Advertising
Exchange Service, an online marketplace that connects buyers and sellers of
online display advertising. The move comes in response to the needs of buyers
and sellers for new methods to generate additional revenue. The exchange service
is currently in limited testing with a select group of buyers and sellers in the
United States and live in the third quarter.
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While some in the search marketing industry debate the linkability of even the
most unsexy Web sites—and by "unsexy", they often mean "small business"—there's
an important element missing from the discussion: return on investment. Nearly
every business, big or small, unsexy or not, can come up with something that's
unique and linkworthy—something that will play well on Digg, YouTube, or
whichever social media site offers the best audience fit.
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The Intelligence Group's trend analyst explores the growing influence of
Generation X and Y moms and offers some key market insight for putting your
brand on their shopping lists. The internet ranked as the highest technology
product moms would not want to live without. In large, moms are turning to the
web for advice and education. Savvy moms rely on word-of-mouth (friends), well
respected mommy blogs and websites for much of their decision making
information.
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Social networks are everywhere. You're on them, so are your "friends." Your kids
are on them, maybe even your parents. In the past year, brands have looked to
social networks to market to the community. But what if your brand lacks a
natural fit with the communities of mainstream social networking sites? We
encourage them to learn from the community by building community platforms that
encourage audience participation.
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Today, PR and marketing strategies continue to evolve as the Internet has taken
its place alongside these traditional mediums and become a mainstream marketing
channel. The Internet is still in its infancy though and the methods of online
PR and related online marketing strategies continue to change. However, there
are several vehicles, new and old, that have emerged as best practices in the
Internet frontier.
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Great e-mail marketing doesn't involve e-mail alone. Usually, it also
encompasses the Web pages people land on when they click through from the
message to follow the call to action. You can get a great open rate and a very
impressive click thru rate, but if the landing page doesn't carry the reader
through to the goal, it's pointless. Here are some tips for creating more
effective landing pages.
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