Biznology

AUGUST 2, 2010

Perhaps the most important skill marketers need is the one that has its roots in marketing itself—direct marketing. Direct marketers are really in the sales business, using metrics such as the response rate of everyone sent a catalog or other marketing message.

PR 80

PR Public Relations Internet Marketing Newsletter 80

Biznology

DECEMBER 15, 2010

Marketing has a (dated) reputation for being all about flash without any substance. Internet marketing, as a descendant of direct marketing, has let some of the air out of that bloated balloon, but I still occasionally run into pockets of old-speak, where marketing is magical, but actual sales are some kind of dirty business left to others.

CMO 80

CMO Search Marketing Internet Marketing Marketing 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

DECEMBER 22, 2015

Services like Clickagy use all the big data they’re slurping up from everywhere, both real time and historical, to allow you to let their service do the same thing you and I have been doing mostly by hand by Keyword Planner, WordStream , and MOZ but real-time, dynamically, and whereas I might work across 10-100 keyword phrases, programmatic (..)

Enterprise Management 80

Enterprise Management Online Marketing Work Management Marketing Automation Services 80

Biznology

JANUARY 4, 2013

I have been hearing from a lot of people on my post from Wednesday on new ways to train your team in digital marketing. I’ve gotten great feedback, but there was one comment that struck a nerve, when someone asked if anything about marketing and sales is the same as it was back before the InterWebs.

Internet Marketing 80

Internet Marketing Training Keywords Social Media 80

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. They are all about sales, and couldn't care less about brand image as long as the cash register rings. So, what about brand marketers and direct marketers?

Direct Marketing 80

Direct Marketing Brand Identity Branding Wikipedia 80

Biznology

APRIL 1, 2013

I’ve often tried to get companies to focus on actual direct marketing metrics and conversions, reasoning that if they buy from you then at some point they probably became aware of you. 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

No matter how much we try to reduce digital marketing to a number, and I have spent us much time as anyone applying direct marketing principles to digital marketing, we must accept that we can’t dimish every specialty to a measurable activity.

PR 80

PR Twitter Social Media Rules 80

Biznology

JULY 5, 2012

Hiring a telemarketing shop to conduct appointment-setting programs for sales reps is a long-time staple of the B-to-B marketing toolkit, and often priced by the appointment. I posed that question recently to Warren Hunter, Chairman of DMW Direct, who said firmly, “No way.” So marketers need to do the math. I doubt it.

B to B 80

B to B Marketing Prospects Advertising Agencies Work Management 80

Biznology

JANUARY 31, 2012

It doesn’t take an Einstein to succeed in social media marketing, but to does take a scientist. Are you rigorously collecting metrics and data to see if what you’re doing is resulting in sales conversions or extending your brand or are you relying on things you’ve learned from The Secret?

Social Media 80

Social Media Media Wikipedia PR 80

Biznology

SEPTEMBER 29, 2017

You use direct response communications. Digital marketing is direct marketing. The CTA is, in sales terminology, the “close”: where a rep asks for the order like “Click Here” and “Download Now.” And how do you motivate an action? It’s as simple as that. Make the offer the center of your messaging.

Urgency Marketing 164

Urgency Marketing Landing Pages Response Rate SEM 164

Biznology

JANUARY 26, 2011

The end result: there is no end to the trend in higher click through rates and more sales are being made out of the top two or three ad slots on a page. 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.

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? But keep in mind that the card is designed as a sales tool. Ask your sales team to look at names in key accounts they manage. View it with a critical eye.

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. The business functions (marketing, public relations, customer service, sales) need to align to facilitate this.

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. That puts pressure on margins. One is cost.

Demand Generation Agencies 80

Demand Generation Agencies Marketing Budget Marketing Automation Services B2B Marketing 80

Biznology

SEPTEMBER 20, 2012

Yes, we obviously need professional marketers and we could never do what we do without them. In the old days, we did that on sales teams because we knew it worked. But as direct marketing over digital media is more a way to sell, we need that experience on marketing teams, too.

Cross-Selling 80

Cross-Selling Wikipedia Custom Publishing Focus Group 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. Yes, earned media outreach and engagement also has an agenda.

Social Media 80

Social Media Social Marketing Media Paid Search Agency 80