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A few weeks ago, Advertising Age columnist Tim Williams wrote an excellent article about 15 risks that agencies can’t afford not to take. (The link is to a pdf file, as the Ad Age column is now behind a subscription wall.) We’ve been discussing this article here at VantagePoint recently, and it occurred to me that there are a few of these risks that, in Mr. Williams’ double-negative-speak, marketers can’t afford not to take either. What follows, with great thanks to Mr. Williams’ inspiration, are 4 ways for your marketing to fail in 2010.
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Christmas is almost a week away, which means holiday greetings are coming in at a steady pace. While I’ve been receiving traditional Christmas cards in the mail, I’ve also been getting digital messages from friends, colleagues and business associates. One email I received contained an image of the entire company, another had the look of a traditional Christmas card, and another included a video message from a top executive.
Christmas has officially been digitalized, but I guess that’s ok, because it seems that everything else has too. But is a digital video as effective as a hand-written Christmas card? Or, if you think of it in BtoB terms, is an email campaign more effective than a direct mailer? It may or may not be as personal, but it can definitely offer you different benefits than a traditional card sent via the USPS.
In addition to being quick and inexpensive, sending a digital message through an email service can give you deep insight into your audience. You can immediately track who opened the email, and of those people, you can see the ones that clicked on various links. This shows you what your audience is or is not interested in. It also gives you insight on what you can bring up the next time you are meeting or speaking with that customer or prospect. With electronic mail, you can also include digital elements, such as video and downloadable images, not to mention the viral quality.
When it comes to direct mail, however, it’s much more difficult to track impact. The best thing to do when sending a promotional mailer is to include a customized link to a specific landing page. Doing so will allow you to track how many people went to that site based on the direct mail that was sent.
When it comes down to it, I wouldn’t count out direct mail, but I would consider weighing the benefits of digital mail. The most important thing to remember is that you must stay in front of your audience while staying relevant. If your goal is to communicate with your audience about a specific message, then mail—whether it is digital or traditional—is just a means to that end.
Merry Christmas!
Google Alerts is one of the many tools provided by the mega search engine to help users maximize their web experience. A free service, Google Alerts allows you to set up and schedule web searches based on specific search terms. After a search is established, which only takes about 60 seconds, Google will notify the user by email about the latest web pages of their interest. Currently, there are six types of alerts: news, web, blogs, comprehensive (a mixture of all), video, and groups. You can receive these alerts once a day, once a week or as-it-happens.
Every week we complete a number of projects for our clients, but it’s rare that we talk much about them. (And rarer still that one uses a photo of a guy in his boxers.) We’d like to give you a quick snapshot now and then of a recent project we’ve completed.
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