2010 was the year social media exploded onto the marketing scene.  Others are calling this “fractional attribution” but the goal is the same, to understand the relative value of different channels and gauge the success of marketing programs accordingly. number of things happened in 2010 that set the stage for an explosion of mobile marketing in 2011.  Mobile marketing can now move beyond mobile messaging; mobile email, mobile websites and mobile applications will become viable channels for marketers.  Post on Google Buzz. Kenyon Blunt. Privacy wars heat up. MORE >>

I’m already happy with the newly resized format of the magazine, but what caught my attention was the E-Mail Marketing Guide 2010 Supplement that came with October’s issue. DMNews 2010 Essential Guide to Email Marketing. Here are some of my favorite snippets form the E-mail Marketing Guide 2010: If you’re not a spammer, don’t act like one. 2010 Essential Guide to E-mail Marketing (Available for Sale through DMNews). Post on Google Buzz. Wendy Boyce. just ripped the cellophane off my newly redesigned DMNews magazine. What a great piece for DMNews to include. MORE >>

What brands are starting to learn is that by doing some basic marketing analysis up front on their data, they can send more effective campaigns to the right individuals, at the right time, and through the right channel. There may be components that are email-based, and you perhaps included some direct mail pieces – you are able to predict which recipients will respond best to which channels, because you’ve done the analytics up front. When planning a campaign, no matter what channels you use, let analytics be your guide… before, during and after the campaign.  Wendy Boyce. MORE >>

We describe consumer segments as highly complex profiles of online and offline behavior; key performance indicators, such as lifetime value or profitability potential; likelihood to buy or attrite; channel and engagement preferences. Persona” seems much more limited than our concept of customer segment – limited to a single channel, the Web – versus a multichannel view which is really more actionable across the organization. Post on Google Buzz. Martha Bush. The digital concept of Persona is catching up with the database marketer’s idea of Segmentation.  Tweet This! MORE >>

In my view, optimizing marketing initiatives in this multi-channel world encompasses the entire world of the customer, not just the web based portion of that world. Now not only could we tell them where improvements could be made in their web site to ease the customer acquisition process, but we were able to inform them of the relative value of customers that they acquired through the web vs. offline channels, and guide them in ways to gain more of these more valuable customers without increasing their marketing budget.   Post on Google Buzz. George Hollister. MORE >>