Month: May 2011

• Agencies

  Catholic Mailer Looks to Beef up E-Campaigns

  A Roman Catholic religious order received a 3% response rate and raised about $100,000 from its first e-mail and web campaign to benefit victims of the tsunami in Japan.

• Optimization Modeling Helps Marketers Get Prospects’ Attention

  Segmentation and predictive modeling are great for improving individual customer interactions. But there are analytic offerings that can help marketers with the broader issues they face when considering their bigger-picture strategies.

  For example, how can they determine the impact on campaign response rates were they to promote a new product within an email promotion, as opposed to an established product or a combination of the two? What would be the effect of reducing the marketing budget for a specific campaign by 10%? What would be the impact on revenue of sending out twice as many emails as are currently being sent?

• Mobile

  Optimizing your eCommerce Site for Mobile

  Mobile is marketing’s most portable and accessible channel. It puts brands literally in the palm of their customers’ hands. That’s the good news. The bad news is that the lure of proximity marketing is often overshadowed by impatience. Companies enticed by the promise of personal access to their customers often suffer a similar fate—a quick-and-dirty approach to mobile commerce which is marked by a brand’s attempt to recreate its entire website for the mobile platform.

• Email

  Telltale Games Plays to Win in Email Targeting

  Until recently, video game developer Telltale Games was working with an internally built email system. This was all well and good, but it didn’t have the “playability” the San Rafael, CA-based digital publisher needed.

• Email

  Why Email Recapture Campaigns Are Worth the Effort

  iPost recently analyzed the email interaction and purchase behavior of 3.3 million subscribers in our database over an 18-month period, to determine whether recapture campaigns, designed to rekindle inactive subscribers’ interest, were worth a marketer’s effort. The answer was a resounding yes.

• Mobile

  Health & Wellness – to Go

  For health and wellness marketers trying to motivate healthy changes in behavior, mobile is a perfect fit. The most successful health and wellness initiatives are simple, convenient, and easily integrated into the consumer’s life. Mobile perfectly mirrors those attributes, allowing consumers to interact with the brand whenever and wherever they need to. Successful mobile programs devise engaging apps that create value for both the brand (through frequent and deep engagement) and the consumer (through instantly accessible information and support.) Here are four marketers who make mobile work:

• Agencies

  Ecommerce—The Fastest Growing Channel for CPGs

  Consumer packaged goods giant P&G has indicated a desire to source 10% of its sales online. Given that it currently sources less than 1%, that sounds like an aggressive goal but one that it is putting its formidable resources against delivering. Many other CPG companies from Kraft, J&J and General Mills to Pinnacle Foods are placing a strategic imperative on the etailing selling space.

• The .brand Domains Are Coming – Are You .Ready?

  Later this year ICANN, the governing body for Internet domain names, is expected to begin taking applications from organizations and consortiums wishing to operate their own top-level domain, opening up an expected wave of .brand domains

• Tablets More Conducive to Online Shopping Than Smartphones

  A recent white paper from the e-tailing group shows that tablet devices are quite friendly for consumers looking to make online purchases. Tablet users not only make more online purchases via their devices than smartphone owners do – they’re more satisfied as well.

• Long-Form Content Has the Highest Video Ad Completion Rates

  According to a report from FreeWheel, which helps entertainment companies scale and syndicate their content, online video consumption seems to be a nice complement to linear television viewing and doesn’t eat into primetime viewing. Also, long-form content sees the highest video ad completion rates…