Biznology

JANUARY 2, 2011

Direct marketers are decidedly less sexy, traditionally focusing on catalogs or direct mail letters, constantly searching for the next idea that increases response. All of which leads to the question, "Is branding more important than direct marketing?". So, what about brand marketers and direct marketers?

Direct Marketing 80

Direct Marketing Brand Identity Branding Wikipedia 80

Biznology

NOVEMBER 6, 2014

Old time B2B marketers would see these two words as polar opposites in the marketing continuum and would define them as: Branding – a market awareness (hopefully positive) of the company, product and/or service achieved through advertising, PR and other forms of communication (e.g. Once is enough and maybe once is too many!!

Brand Identity 80

Brand Identity Branding Trade Show PR 80

Biznology

SEPTEMBER 6, 2011

The answer is one that not too many people talk about, but it is common to any kind of direct marketing activity. In catalog marketing, you always get people who ask you to take them off your list. In e-mail marketing, people unsubscribe.

Mobile Marketing 80

Mobile Marketing ROI Social Marketing Opt-out 80

Biznology

AUGUST 2, 2010

I found it interesting that IBM has merged its marketing and communications team under Jon Iwata , their longtime communications executive. Perhaps the most important skill marketers need is the one that has its roots in marketing itself—direct marketing. Expect to see more of that. More metrics.

PR 80

PR Public Relations Internet Marketing Newsletter 80

Biznology

APRIL 20, 2011

But if you use social media for marketing, you can use direct marketing principles to prove your rate of return. For some uses of social media, such as public relations, they might be right, because there are precious few companies that can calculate ROI even for offline PR.

Social Media 80

Social Media ROI Media Wikipedia 80

Biznology

JUNE 16, 2011

Large companies have been employing direct marketing principles for their digital marketing tactics for a long time, but what about smaller businesses? By tracking your marketing tactics, you then know which ones are working, which ones aren't, and more importantly, how much money and time you ought to spend on each one.

Tactics 80

Tactics Search Marketing Direct Marketing Spending 80

Biznology

AUGUST 31, 2011

In this Webinar, I showed how to explain to senior executives why search marketing is important—in language that they will understand. I also covered how to use direct marketing metrics to predict your revenue opportunity, and to prepare for what your execs will ask you at the meeting itself, which is a key part of selling any proposal.

Marketing Proposals 80

Marketing Proposals CMO Webinar Metrics Marketing Mix 80

Biznology

AUGUST 23, 2012

Some of you might be scandalized to here me urge you to turn marketing into PR. I mean, I have a reputation as someone who is constantly advising people to measure everything they do in terms of sales–the direct marketing playbook–and it’s very hard to do that in public relations.

PR 80

PR Paid Search Agency Public Relations Wikipedia 80

Biznology

MARCH 7, 2012

You might not be a school, but every non-profit organization wants people to do something, and they need to follow direct marketing principles to spend as little money getting people to do it as possible. That’s how they spend more on their higher calling.

Class 80

Class Wikipedia Education Outreach 80

Biznology

DECEMBER 15, 2010

Marketing has a (dated) reputation for being all about flash without any substance. Image by Julia Roy via Flickr.

CMO 80

CMO Search Marketing Internet Marketing Marketing 80

Biznology

JUNE 27, 2013

As any direct marketer will tell you: Don’t get in the way. If you are doing an A/B test on your creative or your offer, you need two landing pages. Plan for it. Mobile-enable your landing page. No excuses. The dramatic rise in tablet and smartphone use cannot be ignored.

Landing Pages 80

Landing Pages B2B SEM Response Rate 80

Biznology

APRIL 1, 2013

Digital marketers (including me) have criticized the old “brand awareness” game, where that was the only measurement we focused on to show that our marketing is any good. But don’t let that focus on measurement lead you to the conclusion that brand marketing itself is unimportant.

Brand Identity 80

Brand Identity Branding Paid Search Agency Trade Show 80

Biznology

AUGUST 22, 2012

But we must make sure that we are meeting the larger goals of digital marketing, not just creating new bureaucracies to rule over small metrics that measure every aspect of what we do.

PR 80

PR Twitter Social Media Rules 80

Biznology

MARCH 26, 2012

In direct marketing offer theory, this is called managing the “offer equation,” which says that response quality is inversely related to response quantity. Two important considerations undergird this point: You only have 95 characters, spread over 4 lines of type, to play with.

Search Marketing 80

Search Marketing B to B Marketing Management Adwords 80

Biznology

SEPTEMBER 25, 2015

You may remember Martyn from his instructive Diary of a CMO , published by Direct Marketing News in 2013. Martyn’s answers reveal what’s working today in B2B digital marketing. At Mitel, you more than doubled the size of the digital marketing team after arriving there in 2012.

B2B Marketing 80

B2B Marketing Work Management Marketing Management B2B 80

Biznology

SEPTEMBER 19, 2011

But it does: If you have a background in direct marketing, you can learn search analytics. What do you already know? People are always struck by this question because they don’t expect the magic formula to have anything to do with them. If you came from PR, you can come up with social media ideas or write blog posts.

SEO 80

SEO Wikipedia PR Search Marketing 80

Biznology

JANUARY 4, 2013

The reason they can quickly do that is because they already know how to compare market segments, so once they know what keywords are, then they can apply what they already know. I’ve trained direct marketers in digital marketing in about three days.

Internet Marketing 80

Internet Marketing Training Keywords Social Media 80

Biznology

DECEMBER 22, 2015

I know for me, my core competencies are social media marketing , digital PR , influencer outreach and engagement , reputation management , and wikipedia curation services.

Enterprise Management 80

Enterprise Management Online Marketing Work Management Marketing Automation Services 80

Biznology

JANUARY 31, 2012

While early online marketing started to make advertising nervous but it wasn’t until Google AdWords started turning the art of advertising into a science. The same thing is happening to direct marketing. PR is the last bastion of The Secret, the last bastion of superstition and magical thinking.

Social Media 80

Social Media Media Wikipedia PR 80

Biznology

MAY 16, 2012

The direct marketing principles underlying digital marketing are based on the idea that you project what you expect your results to be before doing anything, and then check to see whether it happened before deciding what to do next.

Planning 80

Planning Class Search Marketing Keywords 80

Biznology

JULY 5, 2012

I posed that question recently to Warren Hunter, Chairman of DMW Direct, who said firmly, “No way.” Since they are a direct marketing agency and thus used to delivering highly measurable results, I thought there might be a shot. Is the next logical step some kind of pay-for-performance results guarantee from creative agencies?

B to B 80

B to B Marketing Prospects Advertising Agencies Work Management 80

Biznology

OCTOBER 28, 2010

Also, I had an education in marketing, including direct marketing, so I understood the business side, too. First, I had a deep knowledge of search technology going back 15 years at the time, so a lot of the concepts were easy to me.

SEO 80

SEO Wikipedia Consulting Conference 80

Biznology

SEPTEMBER 29, 2017

You use direct response communications. Digital marketing is direct marketing. Notice what these metrics have in common: they all require some action on the part of the target, whether it’s a prospect or a customer. And how do you motivate an action? It’s as simple as that. It’s a tragedy.

Urgency Marketing 164

Urgency Marketing Landing Pages Response Rate SEM 164

Biznology

JANUARY 26, 2011

I'd start by looking at two or three companies in my sector that are doing smart things to grow through a combination of direct marketing and more general community and content. So much of what marketers need in terms of technology and opportunity is available today at low cost. How to prioritize?

Paid Search Agency 80

Paid Search Agency Paid Content Mobile Advertising Cost Per Click 80

Biznology

APRIL 5, 2017

Are you a member of the Direct Marketing Association (DMA)? Do you have business partnerships with other marketing services providers? (Paradoxically, a “yes” answer to this question is desirable.). Who would be involved in managing my account, and what level are they?

Ad brokers 163

Ad brokers Advertising Agencies Sample Ideal Customer Profiles 163

Biznology

OCTOBER 26, 2016

Over the years I’ve kept sharp by attending great events put on by some outstanding organizations— New England Direct Marketing Association , MarketingProfs , Argyle Executive Forums , and socialmedia.org just to name a few. Really interesting work with a steep learning curve. So much to do! So much to learn.

Social Media 80

Social Media Media Marketing & Strategy Work Management 80

Biznology

OCTOBER 27, 2016

A standout in the B2B marketing field is David Ketchum , CEO of the demand generation agency Current Asia , and author of Big M, little m Marketing: New Strategies for a New Asia. David also serves as chairman of the Digital + Direct Marketing Association of Hong Kong.

Demand Generation Agencies 80

Demand Generation Agencies Marketing Budget Marketing Automation Services B2B Marketing 80

Biznology

JULY 29, 2016

Marketing of all types relies on an intended audience reacting positively to an offered solution. Efficiently and effectively managing data collection provides information with far greater actionable potential and deeper insight into the wants and needs of your clients, enabling well informed campaigns to be targeted directly.

Marketing Management 80

Marketing Management Advertising Mediums Efficiency Analysis 80

Biznology

SEPTEMBER 20, 2012

Yes, we obviously need professional marketers and we could never do what we do without them. But as direct marketing over digital media is more a way to sell, we need that experience on marketing teams, too. But there is no substitute for having a former customer on your team. If not, why not?

Cross-Selling 80

Cross-Selling Wikipedia Custom Publishing Focus Group 80

Biznology

JANUARY 5, 2015

A direct marketing truth – the more relevant the message the higher the response rate. 4. How many attendees are from same company and/or location. Conference behavior such as educational seminars attended. Analysis by titles. Other demographic data from an enhanced registration list. Combinations of the above.

Trade Show 80

Trade Show Co-Registration Cost Per Thousand CPM 80

Biznology

JANUARY 2, 2014

To begin leveraging your content, take a look at your existing content —everything on your website, your direct marketing emails, your blog posts, social media posts, etc. Because it’s good for SEO , you can reach different customers through different channels, and it saves you time and energy in creating content.

Copywriting 80

Copywriting Content Social Media Newsletter 80

Biznology

SEPTEMBER 10, 2013

You have probably responded to lower donations and attention by relinquishing too much power to your direct marketing firm and they have been much more aggressive than you’re comfortable with, sending out many more snail mail and email donation requests than ever before. It is time to leave the land fallow and let the lists rest.

Social Media 80

Social Media Social Marketing Media Paid Search Agency 80

Biznology

OCTOBER 25, 2011

You have probably responded to lower donations and attention by relinquishing too much power to your direct marketing firm and they have been much more aggressive than you’re comfortable with, sending out many more snail mail and email donation requests than ever before. It is time to leave the land fallow and let the lists rest.

Blogger 80

Blogger Internet Marketing Outgrow Paid Search Agency 80

Biznology

JUNE 29, 2016

Telemarketing is a “live” direct marketing environment, and only by testing various approaches do we learn which one works best. Therefore, what follows are some guidelines and tips for leaving B2B voice mails that drive the desired behavior and/or a return phone call. .

Telemarketing 135

Telemarketing Tips B2B Trade Show 135

Biznology

JUNE 29, 2016

Telemarketing is a “live” direct marketing environment, and only by testing various approaches do we learn which one works best. Therefore, what follows are some guidelines and tips for leaving B2B voicemails that drive the desired behavior and/or a return phone call. .

Telemarketing 132

Telemarketing Tips B2B Trade Show 132