Archive for the ‘Social Media Marketing’ Category

Customer Engagement and Segmentation Top Trends for 2009.

Wednesday, November 12th, 2008

I read an article on the “B to B” site today announcing top trends for 2009 that included customer engagement and segmentation. Social media was also in the top three.

While I applaud marketers for recognizing the importance of both, it’s not new to me. As a direct marketer, intelligence-driven decisions are part of my DNA.

Read the entire article … it’s worth the read. Here’s a quote from Eduardo Conrado, corporate VP-global marketing and communications at Motorola Corporation. ““We will be increasing interactive, coupled with strong analytics for database marketing and better segmentation.”

It’s a good reminder that if you’re not invested in a data-driven marketing strategy, now’s the time to do so.

Your marketing ROI is dependent upon completely understanding your target and then leveraging that knowledge through imagination to produce results.

That’s not a trend. It’s a fact.

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Posted in Customers, Direct Marketing, Marketing Intelligence, Return On Marketing Investment, Segmentation, Social Media Marketing | 3 Comments »

Online Video Boosting ROI for Brick and Mortar Retailers.

Thursday, October 2nd, 2008

I ran across an interesting article in Internet Retailer that highlighted how traditional retailers are using online video to boost ROI in their stores. They cited Wet Seal, a clothing chain that targets young female shoppers.

They used YouTube to post a video about a new contest and then asked young women to make their own videos, post them back to YouTube for the chance to win a back-to-school fashion makeover. Here’s the video they posted.

The article pointed out that the contest is a good example of how a retailer can leverage online videos, social networks and community sections of their web sites—combining the volume of traffic on a site like YouTube with the strength of a retailer’s own brand and customer base on its own web site.

Here’s the number I love … Wet Seal reported that the video traffic has helped them encourage visitors to generate more than 100,000 custom outfits on WetSeal.com since the retailer launched its Boutique and Runway outfit-creating sections in April. Visitors to these sections convert to buyers at TWICE the rate of shoppers who don’t visit them.

A little creative thinking about how to leverage a combination of delivery channels can go a long way toward driving better ROI. And it strengthens the connection between the brand and the customer.

How could you apply this to your enterprise?

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Posted in Customers, On-Line Marketing, Return On Marketing Investment, Social Media Marketing | No Comments »

Asking Customers To Be Creative.

Thursday, August 14th, 2008

I get excited when I see what’s happening with the evolution of social media marketing. The biggest challenge remains how to monetize it and measure the marketing ROI. Procter & Gamble is taking a big step forward in that effort.

Brand Week reported that the Cincinnati-based giant is launching a campaign targeting You Tube fans asking them to submit videos giving their tag line ideas for the new Wintergreen Ice toothpaste.

It’s a brilliant example of the new age of advertising … where digital marketing and social media are allowing the consumer to drive the content as opposed to the advertisers.

And this will allow P&G to measure ROI on many levels. And that’s what excites me.

Think of ways you can apply this example to your business. What would you ask your customers to do?

Here’s a link to the Brand Week Article.


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Posted in Brand, Customers, Lead Generation, Lead Nurturing, On-Line Marketing, Return On Marketing Investment, Segmentation, Social Media Marketing | No Comments »