Tagged e-marketing

Browsing all posts tagged with e-marketing

December 9, 2009
By Simren Deogun
No comment
in Best Practices, Digital

Why Listening Is So Important

I listen because I wish to be listened to.

As a customer, a user, a prospect, a person. I take the time to hear because I want the same courtesy to be returned. And it is a courtesy. A conscious effort to demonstrate equity in a relationship.

If you don't listen to your customers, what do you stand to gain?

If you don't offer the opportunity for your customers to speak, what do you stand to gain?

Instead of being enlightened by the masses that make our livelihood possible we opt for blind content and ignorance.

I opt for open forums, discussions, interactions, back-and-forth, learning, trying, succeeding.

You tell me what it is that you want and I will do my best to mould you an offering. Web 2.0 is the perfect example, it demands this 2-way interaction. Web 3.0 will transform that interaction and make it immediate.

So, are you listening yet?

November 10, 2009
By Simren Deogun
No comment
in Business, Digital

Twitter + LinkedIn

The latest news reveals that Twitter and LinkedIn are joining forces to make the immediate availability of data even more immediate.

Twitter, now famous with 140-character sound-offs, and LinkedIn, a professional networking haven, will be offering users the ability to have statuses posted on either site be pulled or pushed to both.

This next-generation of popular social media has opened all of our eyes to 'integration'. They are no longer stand-alone entities but rather interconnected social media giants. A Social Media Fusion, if you will. It's essentially social media within social media.

This partnership spells heavenly ascendence for the savvy professional leveraging their own knowledge to enlighten and connect the masses. For the casual user, it may simply be a bonus. For marketers, a dream finally realized or a nightmare?

If part of my job is to know why and how you do something, then this seems like another perfect opportunity to research consumer behaviour. Given that social media is still in its infancy (with no evidence of fading), creating a social media conglomerate may just simplify a marketer's task at communicating.

The central concept still remains: information now. Instead of multiple feeds on multiple sites, I can have it all (or two of what I consider the Big Three) delivered to my door. It's the fast-food of the internet age: fast-information via social media.

Does this complicate the already arduous world of online marketing? Does it simplify it? How do we begin marketing instantaneously when people, countries part, are sharing information instantaneously? I believe the answer is getting those same people to do the marketing for us. Next step: HOW?

November 5, 2009
By Simren Deogun
1 Comment
in Campaigns, Digital

Next-Level Online Banner Ads

I came across the following TV show advertisement on the TV Guide website:

What is most intriguing about this ad is the fact that it is taking the traditional online banner ad to the next level. In addition to the rectangular ad at the top of the webpage, TV Guide has extended the promotion throughout the layout effectively rebranding the site.

The ad is extremely effective at captivating the visitor's attention. Though this particular ad appears to be by TV Guide itself, I have also seen previous campaigns from third-party companies.

Overall, it's a smart and risky move on TV Guide's part. They've sold prime real estate on their website to TV networks to promote their shows, which ultimately offers an additional stream of revenue. A little bit risky because the ad takes away from the site's core content as well as its look and feel.

In my opinion, it's a small risk that is well worth taking.

What do you think? Is the ad effective? Successful? Overbearing?

November 3, 2009
By Simren Deogun
No comment
in Digital

Amazon Is Becoming Smarter

Should you be afraid? Now, that's up to you. Personally, as a frequent peruser and purchaser of books, I enjoy Amazon's growing intelligence.

By now, you should be aptly wondering what it is I am speaking of? Well, I've noticed in the last couple of months that Amazon has begun sending me the following kinds of emails:

Naturally, they know what I've purchased and they've taken this priceless knowledge a huge leap forward. It's not just about sending me the most recent book news or updates to their websites or something else about the Kindle. It's about actually taking the time (automated or otherwise) to customize an email communication based on my search and purchase patterns.

Amazon says, "Hey Simren, Maybe you'd also like to buy this, this and this."

Simren says, "Not right now, but thanks!"
OR
Simren says, "Ooo, that's not a bad idea, I think I will!"

My experience clearly hasn't been negative, but I can see how this messaging may be construed as intrusive or excessive. I think it's a fantastic way to strengthen the brand based on positive messaging and reinforcement. It also shows me, the consumer, that Amazon cares.

When they send me the above, they are speaking directly to me, no one else. And yet, it is conducted with supreme expertise. There is little cost associated with email marketing. Amazon's technology to automate this system would have incurred some cost to design and implement but with little variable, ongoing costs. And the return is tremendous -- ultimately, I agree with Amazon, click through, surf around, and make a purchase. Even I don't follow through with a purchase, I have responded to Amazon's message, which means it's working.

July 15, 2009
By Simren Deogun
1 Comment
in Business, Uncategorized

Bing Me Baby – The New Google

Countless reviews and comparisons have taken place concerning the new Google vs. Bing feud so this post will ask you to consider what YOU think. Check out this site that provides side-by-side results of the two engines.

Someone everywhere will be telling you why Bing is better or why Google can simply not be matched in the search game. But ask yourself this, does Bing have staying power?

Google took a word - a misspelled noun to be exact - and transformed it into a universal action synonymous with the act of search. "Give me a sec, I'll google it!"

Are you inclined to change that statement to, "Hold on, I'll bing it!" The choice is yours.

Has Bing impressed you? Do you remain loyal to Google? Or are you among the few that remain indifferent or still have allegiances with Yahoo or whomever falls into the 'other' category?

Microsoft reportedly spent hundreds of millions to develop Bing -- aka the next Google -- and are marketing it everywhere. But are they doing it well? With television commercials, online ads and word-of-mouth from Microsoft fanatics, it is certainly hitting the ears of the masses, but after the test drive phase wears off do you change your default homepage to bing.com or do you return to Google's understated plain vanilla webpage powered by some of the most sophisticated search technology available today?

Time will tell. BUT ultimately, you will tell. The power now lies with us. To bing or not to bing, that is the question!

May 10, 2009
By Simren Deogun
2 Comments
in Digital

eMarketing Series :: The Email Blast

In part two of my eMarketing Series, I will explore the ever-expanding intricacies of email blasts. Missed part one, read about websites here.

Functions of an E-Blast

The e-blast can be manifested in a plethora of forms:

Generic – General information- or news-based email sent to an approved group of email addresses
E-newsletter – Company and/or product email sent to a group of subscribed individuals at regular and consistent intervals, often monthly
Event-Based – Used often in the form of an e-vite for the purpose of marketing an event, conference, tradeshow etc. to prospective attendees within the relative industry
E-commerce – A product centric email (often retail-based) sent to customers and subscribers featuring sales, new offers and other purchase incentives with which timing can be more sporadic
Campaign – Topic-specific email sent as part of a larger marketing campaign used to advertise a new product or service, an enhancement to an existing product or service or to target prospects/leads

Benefits

Cost-Effective – In comparison to direct mail methods, email sends are much cheaper and can cost as little as $0.01 per email. Even with the usage of specialized email blast applications, where price is subscription-based or per email, the Return on Investment (ROI) is perceived as much higher due to the following benefits, particularly measurement.
Breadth – Large group of people can be easily communicated to with little effort.
Depth (Niche Targeting) – Geography, demographics and psychographics are more easily integrated into email segmentation and statistics. Variations can be quickly drafted and sent accordingly with minimal effort thereby facilitating accurate communications within all markets.
Success Measurement & Tracking – The “relative” success of the e-blast can be measured via tracking technology, wherein statistics such as open rates and click thrus are monitored, and can be compared against previous campaigns, industry standards and website analytics.
Website Correlation – As with all aspects of e-marketing, the e-blast heavily links (directly and indirectly) to an organization’s website. The blast can be used to advertise site changes, news, and features as well as increase traffic and enhance word-of-mouth.

Downsides

Email Saturation – Inbox saturation is the foremost downside to email communications. With any given individual receiving numerous personal, professional and external communications daily, it is important to differentiate your emails while bearing in mind that you do not want to be deleted upon receipt or filtered as junk – inherently, there lies a central and intangible asset of marketing: reputability.
Timing – Specific days during the week and time periods on these days are strategically defined as optimal times to email your audience. Different times can work for different organizations but a rule of thumb states that Tuesdays and Thursdays are best, particularly between 11:00am-1:00pm. Test it out and see what works for you
Impersonal – The email has become a standard for communication, particularly within modern nations, and can carry the perception of being impersonal. Addressing the email to the recipient’s name can help curb the sense of detachment but this has also become common practice – now we are forced to innovate new ways to connect with our consumers via this powerful medium.

Don’t forget about the e-blast! If you have something valuable to offer then it’s better to be in target audience's inbox than not at all.

Oh and though I did not discuss design in this section (see websites as part of this series) please do take it seriously. Look and feel are often just as important as content.

Stay tuned as I will be following up with email blast best practices.

Resources

Campaign Monitor -My personal favourite
Vertical Response
Constant Contact
MailChimp
Campaigner

April 12, 2009
By Simren Deogun
1 Comment
in Digital

eMarketing Series :: The Website

In this current age of digital superpowers, I think it negligent for organizations to steer clear of eMarketing (or digital marketing). Typically defined as the utilization of the internet, and related electronic mediums, for marketing purposes including, but not limited to, communicating a message, targeting a specific segment (often more specific than traditional marketing) and facilitating a consumer-organization dialogue.

The first portion of my e-marketing series examines The Website. This multi-part series will be entirely dedicated to what I believe are the essential aspects that make up the whole of eMarketing.

I like to refer to the website as the Godfather of online, the end all and be all, the first and last segment of your eMarketing circle.

Strategically, eMarketing initiatives should be built upon a solid foundation, and your organizational -- or personal -- website is where you should begin. It is your digital home. Where your brand lives and evolves. Where you live and evolve.

Website Manifestations

Corporate - Designed with the sole purpose of relaying organizational information to the public.

Blog-based - An organizational (or personal) website that centers on a blog format where all news, commentary, multimedia, general and product information are communicated.

eCommerce - Website based on a purchase mechanism for goods and/or services directed by the organization with the possible inclusion of third parties.

These are my BIG 3. Of course, we could also venture into the nitty gritty discussing content management systems, flash and the like but they don't actually count as 'types' of websites in my book but rather what goes on behind the scenes.

The Good

Access - to information, products, services and thought-provoking content. Anyone interested in anything nowadays is more likely to try out Google first than other traditional methods of research (No stats to back this up but we all know its true). Do not be one of the few that cannot be found.

Branding - As with all things that will be parsed out in this series, it often boils down to branding. The message. The look. The intrigue. And so on. Your website should be the first point of entry, and you have complete control. Honesty and creativity are key. Remember your audience and embrace the ability to make changes and evolve online.

Geographic, Demographic & Psychographic - Your audience is now only a few clicks away. That goes both ways. The transaction ends up being mutual. They get to learn about you and IF you are a smart marketer you get to learn about them. i.e. measurable and trackable.

ROI - You can actually track this!

Everybody's Doing It - Think about your competition. Do they have a website? Is it a good website? (The answer to this one may not be as obvious as you think). Regardless, the equation is simple. If 'they' have a website, you should have one. If they don't have a website, you should have one.

The Bad

Saturation - A direct offshoot of "everybody's doing it" since your competition more likely than not does have a website, ergo, your website requires a strategy of its own. Differentiate? Cost-leadership? Focus? Well, you know what I mean...

Originality - Don't be a copycat. And don't forget to create a creative and original online presence. This is certainly most difficult. Outline the purpose of the website. What the audience is looking for and what you'll be giving them. Design. Design. Design.

Header + Sidebar + Content + Footer = Website.

This is true BUT I've never believed that marketing was about standardized mathematics. Take a risk.

Time - Dedicating time and energy to your website is critical to developing and maintaining it as a success. It is not, and should not be, an overnight HTML Quickie -- give it the respect it deserves and it will return the favour.

March 4, 2009
By Simren Deogun
No comment
in Digital, Uncategorized

The Digital Age-less

Almost limitless reach, boundless demographics, diversification, multilingual, multicultural, adaptable, expandable not to mention measurable. These are just a few of the powers of the World Wide Web. So, if this tool is not in your box as a marketer, why not?

I like to refer to it as "The Digital Age-less". It is the age seemingly without bounds, except those we infer upon our ability to constantly make it better. And that pressure certainly exists. With the ever-expanding capacity of the Internet the question arises: what's next?

We are all participating in this age of instant gratification -- information now and delivered directly to you, no less. We capitalize on its speed, effectiveness, and ease of use, never forgetting that its power directly correlates with our own.

But beyond power, the digital world enlivens connectivity, pursuit and creativity. I guess that's why it excites me because of all the possibilities as well as the challenges it presents.

Working past the clutter in an attempt to connect with your audience -- commercial or otherwise -- and ultimately transmitting your message. It is simultaneously the easiest and most difficult thing to achieve. All the tools are available and accessible, many with little cost, and the rest lies within your own hands to successfully and intelligently craft that email, develop that website or monitor those analytics.

Maybe it's because this digital age is my own, one that I have grown up trying to understand and master, that makes it appear limitless and, at times, all-powerful. Or, maybe it's because I am finally on my way to understanding it.

Passion personified.