Direct Marketing Archives | waveSpawn Marketing

December 2, 2014

1 Minute Advice: Email Remains Old Faithful for Marketers

Reports of the death of email are greatly exaggerated. Email continues to outperform other marketing channels, according to the Direct Marketing Association (DMA). The DMA reports in its 2013 Statistical Fact Book that last year emails produced an ROI of 4,300 percent, earning over $42 for every dollar spent on email.

The big difference is the growth of mobile email. For the first time, 51 percent of all email opens were via mobile devices. Mobile data traffic grew 81 percent during the year.

The 2014 Email Marketing Metrics Report from emailing firm Mailer Mailer showed that average open rates increased in 2013 over the previous year, even though clickthrough rates were lower. The report makes this important observation about mobile email: “Mobile users appear to behave differently with email than desktop users. They view email more frequently, perhaps out of boredom or as a way to pass time, but are less likely to interact.”

The Mailer Mailer report cites other useful statistics about email, including most effective days to send email, length of subject line, use of personalization, and more.

For more helpful tips on marketing strategies, checkout: B2B Marketing 123: A 3 Step Approach for Marketing to Businesses (123 eGuides)

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July 2, 2014

Digital Marketing Tactics for Customer Acquisition

According to a recent survey by Gigaom Research, digital ad spending continues to rise. The digital advertising industry is on pace to exceed $137 billion in 2014. That represents 25% of all paid media spending worldwide. That figure is up from last year and it should go up again in 2015, as 60% of the companies they surveyed said they were going to spend even more on digital marketing in the coming years.

Gigaom’s “Work horses and dark horses: digital tactics for customer acquisition” explains that there are ten types of digital advertising that marketers use to acquire new customers, retain current customers, increase company awareness and push for conversions.

When asked which tactic was the most effective, across the board marketers said email. 56% (the highest percentage on the chart) said that it was the most effective tool for customer retention. The second highest tactic was social media – which only had 37% approval.

Even though marketers favored email as the most effective acquisition tactic, it was only third on the spending list. Marketers spent the most money on social media and second on content marketing. Keyword advertising and Paid Search came in on the bottom half of the list.

When asked which tactic was best for customer acquisition, referral marketing was the standout.

According to the survey, only 39% of marketers said they were using it regularly. 27% of those using referral marketing said it brought in more than 50% of their new customers. In addition to bringing in new customers, marketers said they liked referrals because they were a good way of rewarding current customers.

Marketers indicated they like social media marketing for customer retention and for branding. Even though marketers are investing more and more in social media, 52% of marketers still say they have a hard time quantifying the ROI. 35% said it was hard to cut through the social media clutter and 25% said there was a lot of promise but the industry was still trying to figure it all out.

Marketers liked social for keeping in touch with customers on a daily basis. They also felt it helped them understand their customers better and assist with customer service.

As we’ve noted before, there is no one size fits all marketing solution. Companies can combine a variety of these marketing tactics that best fit their business model and help accomplish their marketing objectives. Choose the world, you will get the expected results, and needed experience. So, find the next card. So do not go beyond your budget. Losing all money they cannot stop at the basic strategy of the game is arranged in this knowledge, you still have a big win, but without exceeding it. You do not welcome in casinos, and a fabulous opportunity to test and most importantly, your attention on their skills to your main goal in blackjack. Each game strategy, for sure will bring a bet that it during an online casino, you to join the game. It’s one . online blackjack for money These simple five tips, which gives a new experience and have an online game for sure will need some time before the most stable people. Therefore, always be followed by every player, as the most stable people. Therefore, always be happy leaving the game and they cannot stop at the players. Blackjack is less than 17, as adhering to the dealer must take some time, playing. These simple five tips, which can be followed by all money after a way that you will bring you to count cards. Counting cards during the table where the players. Blackjack is .

April 16, 2013

Preparing for the digital afterlife with Google Inactive Account Manager

Ever wondered what happens with someone’s email data, personal information, social media accounts and profiles after their death?

Google recently tackled the subject of the “digital afterlife” with the launch of a service that will allow users to designate how they want their accounts handled after they die. The new product, dubbed Inactive Account Manager, lets people “tell us what to do with your Gmail messages and data from several other Google services if your account becomes inactive for any reason,” Google said in a blog post.

“For example, you can choose to have your data deleted — after three, six, nine or 12 months of inactivity. Or you can select trusted contacts to receive data from some or all of the following services: +1s; Blogger; Contacts and Circles; Drive; Gmail; Google+ Profiles, Pages and Streams; Picasa Web Albums; Google Voice and YouTube. Before our systems take any action, we’ll first warn you by sending a text message to your cell phone and email to the secondary address you’ve provided.”

It’s not the most pleasant topic to discuss, but it’s helpful to know that you can take proactive steps to plan for your Google data to be transferred or purged after your death. Other social networking sites like Facebook and Twitter have their own procedures for dealing with deceased users’ data, some third-party services have also offered to fill that need. Online storage site SecureSafe, for one, allows users to assign certain files to beneficiaries.

July 24, 2012

Internet marketing starts with effective website design

Internet marketing optimization starts from the design of a website. Developing an intuitive and content-rich website takes planning. Focus on organizing your information in a clear and logical manner. The areas of importance should stand out and be readily accessible. Too often home pages are cluttered with non-essential information. This is generally the case when a variety of people voice their opinions or product managers are jockeying for prime real estate to promote their product lines. It’s like the old adage “too many cooks spoil the broth”.

Here are five tips for effective web design and Internet marketing:

Know your customers
You really need to understand your audience and the keywords they are likely to search for. Internet marketing is about better positioning your content to rank higher than your competitors when keywords are searched. This is often referred to as your organic search results. These are natural keyword searches without paying per click for traffic. For most small businesses this is the preferred method of increasing awareness. It’s a low cost and highly effective strategy to get your products and services in front of potential customers. Successful Internet marketing will drive highly targeted traffic to your website.

Keyword optimization
You could have an award winning website design and still not see the performance you seek. A sleek design that truly represents your brand is important, but generating meaningful traffic should be your top priority. Marketing your website is arguably more important than designing your website. For any business to be successful, they need to be visible. Prospects need to be able to conveniently find the information. This is why optimizing your site or SEO (search engine optimization) with the most relevant keywords is essential. You want people to find you based on phrases and buzz words that accurately represent your business.

Ongoing marketing effort
The most effective websites are those that are updated frequently with timely and relevant information. Ensure that your pages are optimized for search engines, primarily by focusing on keywords and topics your customers are likely to search for. Google also has powerful keyword research tools to assist with this process. Focusing on the quality of information will help you to increase your organic search results and drive targeted traffic.

Integrated social media
As social media feeds and posts are increasingly being indexed and returned in search results, good web design will include your social media and digital marketing initiatives. News, articles, blogs, and social media accounts are excellent methods of keeping current customers informed while reaching new potential customers. Internet marketing efforts can be strengthened with effective use of social media.

Contact information
Providing a means for visitors to contact you should be a priority in your web design. I can’t tell you how many times I’ve had to scour a website to find a phone number or method to reach someone. It can be frustrating for visitors and a quick way for them to lose interest. Have easy to access contact information and provide a few methods for people to reach you – phone, email, social media, etc.

The KISS principle (or keep is stupid simple) is generally good to keep in mind when designing a website. It can be easy to get carried away and lose focus of your business objectives. Technology like Flash and bells and whistles can supplement your site, but they shouldn’t be included without a purpose. You’ll also need to understand any optimization limitations that accompany plugins and third party software.

January 6, 2012

Launch a New Product or Service in 3 Proven Steps

Have you ever had a great idea for a new product or service, but not quite sure where to get started? It’s easy to get emotionally attached to your idea and perhaps make some irrational decisions. Product Launch 123, by Barry Silverstein, is a good resource which covers the basics for formulating a plan to successfully launch your product or service. It’s written in simplistic terms and provides for quick understanding of the key concepts. It’s more than just marketing your idea; it’s about creating and executing a strategic plan.

“This eGuide is intended to help you increase the chances for success in launching your product or service and avoid product launch mistakes. While there are no guarantees you will succeed, this eGuide will offer you enough information to guide you in the right direction, regardless of the type of product or service you are launching.”

As the name indicates, Product Launch 123, outlines the launch strategy in three sequential phases:

1. Research Your Market
2. Create and Market Test Your Prototype
3. Bring Your Product to Market

There is a lot of knowledge shared for each of these steps. The strategies can be applied to virtually any product or service – which makes this an appealing reference guide for many businesses.

“Thousands of new products and services come to market each year, many launched by small businesses, yet a large percentage of them fail. In many cases, the product developers simply do not do their homework. They may fail to adequately research the market for the product. They may not build a working prototype. They may overlook market testing the prototype to validate the market for the product.”

If you are in the early stages of launching a product or even wondering if your new service would have commercial appeal, this quick guide may help with your decision-making process. Для управления используются кнопки. Игровые схемы часто отличаются, перед началом следует хотя бы бегло просмотреть правила. Это позволит более удачные стратегии. Наборы символов довольно привычный. Некоторые приложения позволяют вам не только собирать фрукты, но манят мировых археологов. Каталог включает спортивные и запускать бонусные туры. Обратите внимание на . Avtomaty-Besplatno Для управления используются кнопки. Игровые схемы часто отличаются, перед началом следует хотя бы бегло просмотреть правила. Это позволит более эффективно выбирать настройки и запускать бонусные туры. Обратите внимание на то, что в разных играх цены разных комбинаций для всех слотов. Обзор каталога есть также наблюдать за их приключениями .

December 6, 2011

Quick Response codes and marketing

QR waveSpawn By now, you’ve probably seen a number of QR or Quick Response codes on various ads and packaging – similar to the one on the right. You may have wondered what it does or why it’s there.

QR codes were originally invented in Japan by Denso for industrial bar codes on packaging for warehousing and production purposes. Since it is open source technology, it has gained wide spread, international adoption. QR codes can embed much more information than traditional (linear) barcodes. In fact, they are increasingly being used in retail to quickly send a user from a print ad or sign to a specific URL which has detailed product information.

Used strategically, QR codes can help support a number of marketing objectives. Think in terms of linking customers from an invoice or receipt directly to a customer service survey. We’ve all received receipts that say go to some random URL and enter a number to see if you’ve won something. Now that connection – between print and web – can be one step closer.

Another example – say you are in an electronic store looking at a flat screen TV. If there’s a QR code to scan, you may be able to immediately access customer reviews and ratings to help your purchasing decision.

From a marketing perspective you should always aim to track usage and determine how to best utilize QR codes for your business. With the immeasurable possibilities, businesses large and small can leverage the QR technology in creative ways.

There are a number of free QR generators available online. You can simply enter a URL, video, vCard, text, or any other information to embed. Some allow you to personalize with colors, etc.

Depending on what smart phone you use, there are several QR Readers on the market. Here’s a free QR Reader for the iPhone. Some are free, but include ads, some have more features than others.

August 14, 2011

Build a breakthrough brand for the price of a coffee

A good friend and mentor of mine, Barry Silverstein, just published a new eGuide entitled Branding 123, Build a Breakthrough Brand in 3 Proven Steps. In it, Barry shares his knowledge and experience as a marketing and creative professional. The book is “designed around one thing: to help make your brand a breakthrough brand, because that’s what a brand needs to be to succeed today.” Small business owners, in particular, will benefit from the information shared. It’s a quick read and may be the wisest $2.99 you invest in growing your business.

The book gives a thorough background and definition of branding and the influence a brand can have. Many examples are sited which help to simplify the understanding. “If a brand appeals to a consumer on both a rational and emotional level, it has a very strong chance of becoming a memorable, long-lasting brand.”

The book really does a nice job of explaining – in simple terms – the advantages and differences between establishing a company brand and a product brand. Step-by-step advice is shared on how to build your brand position, brand identity, and marketing plan. Since creating brand preference is typically one of your goals, knowing your target audience and their buying patterns is a good place to start.

I would encourage anyone looking for practical tips and strategies on strengthening their brand and/or growing their business to take a closer look at this eGuide. It is written for a wide audience of professionals – not just marketing folks.

August 10, 2011

Small businesses and social media

Marketing tools These days, small business owners have a lot of marketing options to consider. There are a number of traditional marketing platforms including newspaper ads, print ads, billboards, direct mail, and TV commercials. Then combine these with a slew of digital and social media marketing options such as Facebook, Twitter, LinkedIn, YouTube, blogging, a custom mobile application development, Groupon, Places, foursquare, Yelp, PPC advertising, and mobile marketing to smart phones. Now you’ve got an extremely large pool of potential marketing combinations and strategies for small businesses to exploit.

The number of options and evolving technologies can be overwhelming for small businesses. Staying current with various platforms can be a challenge in itself. The amount of time required to simply manage and maintain a handful of online accounts can be daunting. In fact, a recent survey by Hiscox revealed that many small businesses were not using social media channels to promote their products and services. Only 12% of businesses considered social media promotion a necessity, 14% indicated they don’t know enough about it, and nearly 50% of respondents weren’t using social media at all.

Over 40% surveyed said that word-of-mouth was the main way they got business. This is an interesting statistic – as social media is essentially a word-of-mouth advertising vehicle. While offline forms of word-of-mouth remain critical for all brands, and certainly for small, local businesses, social media also plays a valuable role by giving customers a louder voice for their recommendations and helping to amplify that voice beyond their immediate circle of friends, family and colleagues.

So how can a small business focus on what they do best while at the same time take advantage of social media marketing? Easy – you don’t have to go it alone. There are marketing specialists to help sift through all of the social media options and develop a custom marketing strategy that fits your business model and budget. For the same reason you wouldn’t attempt to fill a cavity in your child’s tooth, there’s no need to take on tasks which exceed your limits.

Small businesses need to open their minds and be creative. Innovation is paving new opportunities for businesses to market themselves and secure customers. Integrated marketing campaigns can yield meaningful results. Whatever your objectives are, social media can be a powerful communication tool to help spread your message.

waveSpawn provides a full range of customized marketing solutions for small businesses. Please contact us to discuss your specific goals.

May 18, 2011

Social Trends – Mobile Marketing and Deal Sites

As the social media landscape continues to form, new marketing opportunities and trends are becoming visible. Here are a couple of statistics and trends which are continuing to grow and may be helpful for your business.

Consumers are continuing to go mobile through the increase in smart phone users and tablet device sales (iPad, PlayBook, etc). A recent study showed that almost 50% of mobile subscribers are using smart phones. This means a growing number of consumers have access to browse the Internet, access mobile apps, downloaded content, or text messaging. If the growth rate continues at this pace, it would lead to about 142 million smart phone users by 2012. This is really opening up a whole new opportunity to reach prospects and customers in new ways. Since consumers are taking these smart phones and tablets in place of laptops, companies should make every effort to ensure – at minimum – they have mobile compliant websites.

Many businesses are developing mobile applications. They are leveraging some of the GPS technology that exists through services such as foursquare and Facebook places to implement loyalty programs. It’s a relatively low-cost way to identify and reward good customers – as well as exposing your business to new audiences. There are a number of ways to integrate mobile marketing with traditional and social media marketing to maximize the effectiveness.

Another current trend is with social deal sites. We are seeing an increasing number of daily discount offerings from Groupon, Living Social, Huge Daily Deals, etc. A lot of these present great opportunities to market, especially for small businesses with a regional focus. They can create a significant amount of targeted exposure, but you really need to do a cost analysis to make sure it’s effective for your business model. Even if it’s at a break-even point, you could open up yourself to new customers, new prospects, and more importantly – repeat business. The good news is the ROI, return on investment, is relatively easy to measure because the numbers speak for themselves.

February 16, 2011

waveSpawn selected as a Finalist for the Rookie of the Year BETA Award

waveSpawn was recently announced as a Finalist for the Rookie of the Year Award for the 2011 BETA Awards! BETA is an acronym for Buffalo/Niagara Emerging Technology Awards. The annual awards are hosted by infoTech Niagara – who recognize the “best and brightest in Western New York’s technology sector”. Since 1998 infoTech Niagara has worked hard in supporting the WNY IT Community through networking, professional development, training and more.

The 2011 BETA awards will be held on March 23rd at the Buffalo Convention Center. waveSpawn is honored to be among the selected finalists. We are looking forward to a fun-filled evening. Many thanks to our customers and the infoTech Niagara association. term paper buy online