存档

Author Archive

电子邮件营销: New tactics for display ads, segmentation and discount promos

May 8th, 2012
分享

我采访了各种电子邮件营销人员响应互动2012last week and learned about more tactics than I could ever fit into a blog post. That said, here are three insights I pulled from some of the best interviews I had last week (Full Disclosure: Responsys sponsored my attendance of this event)。

Display will rise again

既然公司可以针对各种网站的个人的展示广告,展览将有望再次卷土重来。Responsys

琼斯说,原因是营销人员可以将显示器纳入跨渠道和生命周期营销计划,并使用它向单个人发送目标信息。他看到显示广告通过以下三种方式改善了电子邮件营销人员的结果:

阅读更多…

电子邮件营销: Dollar Thrifty generates 47-times higher ROI, O’Neil doubles CTR

2012年5月3日
分享

Most email marketers still batch and blast their audiences, sending one email to everyone in the database, said Responsys CEO Dan Springer yesterday at响应互动2012。Springer spoke during the event’s kickoff session in San Francisco, and noted that not every marketer is guilty of batch-and-blast (Full Disclosure: Responsys sponsored my attendance of this event)。

“For all of you that are already innovative, if you want to maintain your innovative status, you are going to need to keep pushing,” he said.

Where you should push is toward integration, Springer said, which he called the future of digital marketing. Yesterday’s sessions were loaded with examples of how companies are integrating email marketing with other channels. Here are two that stood out:

阅读更多…

8个挑战破坏您的营销团队

April 19th, 2012
分享

没有什么是完美的在这个世界上,and that includes your marketing department. Even if you’re confident that you have the best team in the industry, there are likely a few tweaks you wish you could make to push it higher.

以您的预算为例。谁不能使用一些额外的资源来测试网站副本?还是改善着陆页设计?

A lack of funding or resources is the number-one challenge undermining the potential of marketing teams, according to theMarketingSherpa2012 Executive Guide to Marketing Personnel。根据对该指南进行调查的1600多家公司的研究,该图表显示了营销人员认为破坏部门潜力的首要挑战。

点击放大

阅读更多…

文案:如何改善着陆页和博客文章的头条新闻

2012年4月5日,
分享

标题是调节ky little devils. Whether you’re writing them for an article or a PPC landing page, they can carry your campaign to glory or bury it forever.

We gathered some theory on writing great headlines from our sister company, MarketingExperiments, and capped it off with five tips from our editors and a useful process for improving results.

在我们了解所有这些之前,请记住这一点:

  • The goal of a headline is to seize readers’ attention and convince them to continue

Headline Theory

There is no arguing it — people are busy. You need to write a headline that convinces them to ignore distractions and pay attention. When people see a headline, their minds want to know:

“为什么我要阅读本文,而不是在列表中执行其他50个任务之一?”

The key question is “what do I get?” A good headline answers this in one word, “value.”

4 attributes of value

Picture your ideal customer deciding where to spend his time and energy. He wants something good for his investment. A headline that emphasizes something “valuable” to him gets his attention. He’ll invest a click and continue reading.

Your headline is “selling” your next paragraph and you need to make a good offer (also known as a proposition). Researchers at MECLABS, our parent company, evaluate the power of a价值主张通过四个属性。您可以使用这些相同的属性来创建和评估头条新闻。阅读更多…

Email Design: 3 critical factors of ‘lucky’ campaigns

2012年3月13日
分享

成功的电子邮件活动不是单一战术或愚蠢的运气的结果。有数十个因素 - 从您的清单到时间安排的所有因素。了解哪些因素最重要的可以大大改善您的“运气”。

总裁约翰·墨菲(John Murphy)说,三个因素对于成功的电子邮件活动至关重要。ReachMail:

因子#1。Offer

因素2。Audience

Factor #3.Design

墨菲在接受我们最新的采访中提到了这一点有关电子邮件设计的文章。His comment got me thinking about how email marketers can improve in these areas.

阅读更多…

营销分析:为什么需要聘请分析师

2012年3月6日
分享

A steady diet of fresh data helps marketing teams invest wisely and reach the right person, with the right offer, at the right time. It’s almost like food for your strategy, giving it strength.

But like food, data needs skilled hands to process it. You cannot pull a potato out of the ground and call it dinner, and you cannot track unique visitors and call it marketing.

You need a data chef, better known as an analyst. This person will help you take the unprocessed fields of grain in your database and turn them into Fettuccini Alfredo. Big companies have been doing this for years.

阅读更多…

社交媒体市场营销: Opportunity knocks worldwide

February 24th, 2012
分享

居住在美国,我们经常使用社交媒体吸引国内客户。Facebook,Twitter和LinkedIn首先在这里很受欢迎,这与我们同在。但是,随着社交网络在全球范围内的扩展,我们的规模是我们的规模可以be reachinghas multiplied.

Focusing exclusively on the U.S. would ignore 80% of the people on Facebook and Twitter, according to “这是一个社交世界,” a report from comScore. On LinkedIn, it would ignore more than 60% of the audience (Note: You’ll need to provide an email address to download the report. It’s worth it.)

点击放大

该报告充满了思维统计数据,例如“社交网络在全球范围内捕获每5分钟的每5分钟捕获近1分钟”和“现在的社交网站现在达到世界上82%的在线人口,代表12亿用户。”

If your company sells anywhere outside the U.S. (or ever hopes to), and you’re marketing through social media, then the report points to a world of opportunity. Social penetration among online audiences is above 90% in 35 of the 43 countries measured.

阅读更多…

移动的Marketing: Get your audience’s attention – wait till they’re bored

February 17th, 2012
分享

作为一种文化,我们很少与手机分开。我们带他们去上班,杂货店,餐馆,健身房 - 您可以命名。每当孩子的足球比赛中有暂停时,妈妈都会拿出手机来决定后来带孩子去哪里。

In April 2011, Google found that 89% of smartphone users fiddled with the devicethroughout the day。皮尤研究中心发现,有42%的细胞所有成年人使用其设备治愈无聊, and that figure hit 72% in the 18-to-29 age category.

R.J. Talyor, Senior Director, Mobile Products,ExactTarget, summed up the typical consumer attitude toward mobile phones when he shared the following image last week atMarketingSherpaEmail Summit 2012

“It’s a great metaphor for the consumers we are marketing to these days,” Talyor said. “They have the phones almost embedded in their arms, always with them.”

Rather than assuming what people will be doing at certain times of day and building a mobile marketing campaign around that assumption, Talyor suggests that marketers try targeting “granular moments,” or specific situations the audience encounters.

“How can I take advantage about the location of that individual, and how can I take advantage of what I know about that individual’s market?” Talyor said.

He provided these two examples.

阅读更多…

电子邮件营销:避免直接邮件心态的陷阱

February 7th, 2012
分享

新技术总是令人困惑。我们得到了一个新工具。我们玩它。我们将其与其他东西联系起来。我们试图理解它。

The problem is that new technology isnew。You can relate it to older stuff at first, but you have to move on. Thinking about it in old ways can hold you back.

以电子邮件营销为例。多年来,公司将其用作直接邮件的数字形式。我们现在知道电子邮件不是直接邮件,但是有些公司继续恢复过去。这里有一些例子:

阅读更多…

营销分析:“跨通道管理?”是什么?

January 24th, 2012
分享

Technology and language have a strange relationship. Technology pushes the limits of what we can do. Language lags behind, trying to explain what we’ve done.

例如,以“跨通道管理”。还是称为数据库集成?还是多通道管理?还是统一的客户数据库?

所有这些短语都在努力描述类似的技术,其中一家公司将其所有客户数据集中在该技术中,并使其可行。供应商似乎用他们的语言有所不同and他们的功能。

但是营销团队正在达到其数据库的限制,他们不仅仅是活泼的行话。他们需要清晰。

Nearly 90% of email marketers say integrating email data with other data is at least a “somewhat significant” challenge, according to theMarketingSherpa2012电子邮件营销基准报告, written by W. Jeffrey Rice, Senior Research Analyst, MarketingSherpa. And just last week, we published a case study about acredit union that replaced its database推动其电子邮件营销向前发展。

To help clarify this topic, I spoke with Kristin Hambelton, VP of Marketing at Neolane.Neolaneprovides “conversational marketing technology” (which is another phrase you can add to the list).

阅读更多…

Baidu