The From Line

Sending, Managing & Monetizing Email

Capable Mobile Marketing Dependent Upon Understanding User Behavior

The era of the smart phone is fully ascendant in 2013. This year Deloitte estimates that the billionth such device will be activated. However, mobile marketing success going forward will be about much more than just numbers. Anticipating how user behavior will evolve will be absolutely crucial to a well-managed mobile marketing budget.

Linear No More

For example, consider the 'second screen' phenomenon. The old paradigm, first on laptops and then on mobile devices, was linear. That is, users would move through channels in succession. Linear consumer behavior is relatively easy to track as one moves from point A to point B to point C.

Now, a new behavior pattern is emerging. For example, more and more smartphone users are active while simultaneously watching TV. Key questions arise. To what degree will smartphone usage relate to the 'second screen,' the TV? Will TV viewing and smartphone activities be related or not?

Smartphones may become popular as a means for further interaction with a television program. Should such consumer behavior proliferate, mobile marketing can respond with a more cross-channel, holistic approach. In fact, in ideal scenarios, the impact on advertising may almost be counter-intuitive. That is, the successful advertisers that truly engage such cross-channel users may gain their attention in very relevant ways.

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Trend: Marketing Masters: They’re Publishing Content. Are You?

If you’re not creating content, start! If you are, create more!

These days marketing success goes beyond banners, email and search engine marketing. With the proliferation of digital channels and the screens that support them, marketers need to invest more in content development that entertains, delights, educates and moves their customers to buy. In the past decade, the quants overtook marketing departments at the cost of creativity, resulting in a sea of mediocre content.

Since the demand for content is growing to a louder beat, balance is gradually being restored as companies rush to strengthen their customer bonds through videos, blogs, social media and games. Contrary to the trend, effective content development doesn’t require big budgets. In fact, small to medium sized businesses in particular can master content marketing without blowing their creative budgets and in a way that adds value to their brand.

Almost a year ago, we wrote about the value of a strong content marketing campaign in our post “Giving Content Development High Priority”. Back then we stressed its importance as a foundation for marketing automation. However, today the value of quality content goes far beyond that. Tony Quin, CEO of IQ, a full service agency said in a recent post for Marketing Daily that “compelling content is the currency that buys your customer’s attention and affection long before they reach the stage of comparing features and benefits.” Knowing this, its obvious that every business CAN and SHOULD be a publisher. There is an immense amount of marketing clutter out there for businesses to compete with. Creating content that adds value to your brand will be what separates you from the competition.

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Trend: Increase referral traffic: Get your customers “Pinterested”

Pinterest, a highly visual social media tool that focuses on creating virtual bulletin boards, has been making waves lately as it now drives more referral traffic than Google+, LinkedIn and YouTube combined. Initially used to share creative ideas for home decorating, art, DIY, cooking, fashion etc, it has now expanded to include classifications like history, sports, geek, and technology. Always eager to benefit from the newest advertising platform, marketers are taking notice.

Takeaway: Build a visual presence

We have written in the past of marketing being most successful when it creates a strong visual presence: this visualization is most likely why Pinterest has developed such a cult following. It is simple, logically oriented in “post it” style and very easy to use. The visual experience is astounding. A simple click allows users to “re-pin” another users content, or “pin” something visual they have encountered online, a feature that helps create a strong culture of sharing. So what will make a successful Pinterest account for your brand? Find a way to effectively visualize your products and/or culture.

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7296 Hits

Marketers Challenged by Consumers' Perception of SPAM

TREND:

In growing efforts to combat email SPAM, ISPs continue to put more power into consumers’ hands. Consumer desire for controlling SPAM (or perceived spam) is what drove Gmail and Hotmail to introduce priority in-boxes, a way for the user’s interaction with emails to be used to determine future in-box placement.

The key word in this trend is “perceived.” Many marketers following email best practices still find themselves managing SPAM complaints through feedback loops. So why is this happening?

 

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Cost Shifts from Channel to Production; Growing Need to Educate Marketing Staff

Marketing Trend

Our trendwatchers are seeing a growing need for even the savviest of marketers to educate themselves on workflow improvements. The concept of how to mass-produce automated marketing campaigns (without reliance on excessive human interaction) is not difficult to implement, yet many businesses aren’t aware of the right strategies. Furthermore, while the cost of marketing mediums has decreased due to the rapid growth of online advertising opportunities, production costs have skyrocketed. This leaves marketing budgets vulnerable to what our experts call The 21st Century Marketing Paradox – a cost shift from channel to production. 

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The Email Monetization Playbook
Email Monetization Playbook
69 Must Scan Pages For Publishers!

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Email Monetization Playbook
69 Must Scan Pages For Publishers!