February 2011 - Chief Marketer

Service Data Guides Sullivan Tire’s Direct Mail Efforts

Marketers who don’t get enough information from recency, frequency and monetary (RFM) analysis can consider adding a fourth metric to their calculations: Tire tread measurements.

Granted, this metric will only yield useful data for a limited number of companies. But Sullivan Tire Co. Inc. is one such company, and when tires on a customer’s car are worn down to depths 3/32nds of an inch or so, its individualized direct mail efforts hit the ground running. During 2011, Sullivan Tire will expand the mail program fueled by this and other service data, sending out 500,000 pieces, according to database manager Mike Panarelli.

Agencies

Kia Revamps Service Reminder Strategy

Kia Motors America has expanded its automated service reminder program beyond direct mail and email to include text and voice messages.

Chief Marketer Listline February 28

Chief Marketer and NextMark offer a selection of files new to market. The criteria for selection for Chief Marketer Listline is: · New list to market in past 7 days · Exclusive to list manager · Data card quality score 85 or higher on NextMark · Data …

Social

When Monitoring Social Data, Be Aware of Extremes

Data from social media forums can be a valuable tool to gain insight into what your customers are thinking. But, cautions Dominic Field, U.S. leader of the media sector for Boston Consulting Group’s Technology, Media & Telecommunications practice, marketers must view it through a filter.

Just as with focus groups, he says, social media commentary runs the risk of being a forum for passionate advocates and detractors.

“We’ve done research showing the vast majority of what you pick up falls under a high spike on the negative side, or a high spike on the positive side,” notes Neal Rich, a marketing specialist project leader in Boston Consulting Group’s Chicago office. “It’s difficult to know how that projects into the real universe of people out in the physical world.”

Email

Non-Latin Characters Available For Email Marketers

On April 18, 1775, Paul Revere made his midnight ride to warn of the British invasion forces. But while this date is known in greater Boston as “Patriots Day” and the rest of the country as the date of the Boston Marathon, there is another foreign invasion that may later resonate for email marketers: May 5, 2010.

On that date, for the first time in the history of the Internet, non-Latin characters were allowed within a domain name. In a press release announcing these changes, Rod Beckstrom, president and CEO of ICANN, the international authority that manages all domain addresses, noted that more than 50% of Internet users weren’t born using Latin letters. This advance, he added, means they can participate in the Internet in their native language and native scripts.

Agencies

The Advantages of Strategic Conversion Optimization

Companies with ecommerce sites may have an overly high percentage of customers who through their behavior tell you “no thanks, I’m just looking.” Imagine being able to increase your Web site’s conversion rates by 30% or more and adding millions of dollars in additional revenue. Online testing is the key. For even better results, consider implementing a comprehensive, strategic conversion optimization process.

FTC Asks Court to Shut Down Text Messaging Spammer

Operation Blasted Out Text Message Spam at a “Mind-Boggling” Rate, Agency Alleges

Introducing MobileCactus! A Global Performance Based Ad Network (CPA) for Mobile Apps and the Mobile Internet!

Introducing MobileCactus, a global performance CPA Ad network for Apps and the Mobile Internet! “Mobile Cactus is the leader in performance-based marketing! We help publishers and app developers monetize their mobile traffic by promoting our exclusive offers. We help advertisers generate new sales and leads only paying for proven results!”

Mobile Rich Media Ads Continue Strong Growth, Led by iOS

According to Medialets, a rich media ad platform for mobile, mobile rich media ads are surging, led mostly by iOS devices. The company’s recent figures also show fragmentation for Android devices.