What's hip, what's hype, and what's happening in the world of social networking.
Several of my past articles have talked about social networking websites and how to integrate them (or not integrate them) into your marketing mix. And with the economy the way it is, businesses and marketing companies are looking for quick, down and dirty ways to get the word out to the right audience – and plugging into social networking websites seems like the way to go. But before you get drug through the mud by following the latest band wagon, put some serious thought into why you're moving into the realm of social networking.
If your answer is that everyone is telling you to, and your competition is already doing it, think again. It's important to look before you leap, so let's go through the ins and outs.
Remember, social networking websites, like Facebook, Twitter, YouTube, and the now mostly defunct MySpace are for individuals that do NOT want to be marketed too. Or at least, they do not want to be blatantly marketed to.
The generation(s) of users who populate these websites and others like it, prefer edgy, often times irreverent and comical messaging that generally pushes a brand not a particular marketing message. After all, what does Colonel Sanders dressed as Mel Gibson in Brave Heart have anything to do with selling a bucket of chicken? What does throwing 'friends' off your Facebook page have to do with selling a jalapeño-laced cheese burger? Nothing. And that's exactly why these KFC and Burger King (respectively) campaigns seemed to work.
Don't get me wrong. You can work in some straight forward buy one get one free language, but it's got to be a drop not a gallon. And, you can't just create a Facebook page or Twitter account, and visit it whenever you feel like it. It's the same lesson learned from when Blogging hit the scene. You have to engage your audience almost on a daily basis and give them content that is welcome or you will be ignored and forgotten.
As this article's title implies, Twitter is the newest social networking website to explode, growing nearly 1400% every quarter. That's huge. But…so what?
Twitter is a social site just like the rest, but the difference is that it's much more simplistic in functionality, having only a short messaging service (text message) component that drives the networking of its registered followers. It's that offline handheld connection that gives Twitter its apparent edge.
Your messages are instantaneously shot to all your 'followers' and posted on your account page. Much of the chatter going on is nothing more than the minutia of everyone's day to day life. What they're doing, how they are feeling, etc. And when you suddenly cram a marketing message in a cascade of "how I'm feeling" back and forth, you stick out and not in a good way.
So it's important to gather your Twitter followers with a light hand, engaging them and their Tweets with human interaction, not corporate babble. And be upfront about what you're doing because they'll know if you're real or just a business looking for consumers. And, finally, give them what they want. Social networkers want to be unique, they want to be heard, and they want to be discussed and conversed with. It's the golden rule. Show them the same kind of interest that you want them to show you. That's why it's called social networking.
So stop following the band wagon. Drive it. Tune in next month to find out how.
Thursday, April 2, 2009
Thursday, February 5, 2009
How direct mail marketing keeps winning in 2009
While historically the lion's share of my past articles have revolved around new technologies and advertising in electronic media outlets, I would be remiss to forget the foundation of all successful marketing plans…which of course is direct mail marketing. That's right, as a traditional marketing medium, it still packs the biggest overall punch as far as reach and brand impression is concerned. The fact is direct mail marketing has maintained the number one seat in overall marketing plan spending since essentially the medium was invented.
Both the Direct Marketing Association (DMA) and Advertising Age (AdAge.com) have released their 2009 projections for marketing spends, and Direct Mail is still number one, even with a slight decline expected this year.
2009 Projects: U.S. Ad Spending Totals by Medium (Advertising Age, January 2009)
Rank Medium (National and Local) % CHG %TOTAL
1 Direct Mail -2.0 22.6
2 Broadcast TV -7.4 15.7
3 Newspaper -11.7 12.2
4 Cable TV networks 1.0 8.4
5 Radio -6.1 6.4
6 Yellow Pages -4.7 5.1
7 Consumer magazine -7.0 4.7
8 Internet 5.0 4.6
All other -3.0 20.4
TOTAL -4.5 100.0
Though interactive marketing is cool and shows successful gains in such tried and true mediums as email and search marketing, its far reaching penetration isn't quite there yet. And we have to acknowledge that it may never be. Interactive marketing is about niche marketing, and when it's taken up in that approach, it out produces all other forms of advertising hands down. But when you are dealing with a product or service that has a broad appeal or geographical service area, direct mail marketing is the most effective way to get your message and your brand to the masses. Why else would such megabrands as AT&T, McDonald's, American Express, and even Dell put most of their year's marketing spend into direct mail marketing?
And for you naysayers out there, the top ranking is not just because direct mail marketing is more expensive than other interactive marketing mediums. The fact is – a successful marketing plan is based on the premise that you divide your budget based on ROI (return on investment). Is direct mail more expensive? Of course. But remember, if you view marketing as an outright expense rather than an investment, you've got the wrong approach.
Just like any marketing effort, direct mail can be ineffective if done incorrectly. And because of your investment in this medium, it becomes even more important that you understand and address the key components of direct mail to ensure a successful outcome for your campaign. More often than not, it takes the expertise of a practiced direct mail marketing company to get your message out to the right mailboxes. So do your research and don't go it alone. What's the larger lesson? Don't put all your dollars into Internet marketing (despite all the hoopla). Direct mail marketing – when done correctly – will pay dividends.
Both the Direct Marketing Association (DMA) and Advertising Age (AdAge.com) have released their 2009 projections for marketing spends, and Direct Mail is still number one, even with a slight decline expected this year.
2009 Projects: U.S. Ad Spending Totals by Medium (Advertising Age, January 2009)
Rank Medium (National and Local) % CHG %TOTAL
1 Direct Mail -2.0 22.6
2 Broadcast TV -7.4 15.7
3 Newspaper -11.7 12.2
4 Cable TV networks 1.0 8.4
5 Radio -6.1 6.4
6 Yellow Pages -4.7 5.1
7 Consumer magazine -7.0 4.7
8 Internet 5.0 4.6
All other -3.0 20.4
TOTAL -4.5 100.0
Though interactive marketing is cool and shows successful gains in such tried and true mediums as email and search marketing, its far reaching penetration isn't quite there yet. And we have to acknowledge that it may never be. Interactive marketing is about niche marketing, and when it's taken up in that approach, it out produces all other forms of advertising hands down. But when you are dealing with a product or service that has a broad appeal or geographical service area, direct mail marketing is the most effective way to get your message and your brand to the masses. Why else would such megabrands as AT&T, McDonald's, American Express, and even Dell put most of their year's marketing spend into direct mail marketing?
And for you naysayers out there, the top ranking is not just because direct mail marketing is more expensive than other interactive marketing mediums. The fact is – a successful marketing plan is based on the premise that you divide your budget based on ROI (return on investment). Is direct mail more expensive? Of course. But remember, if you view marketing as an outright expense rather than an investment, you've got the wrong approach.
Just like any marketing effort, direct mail can be ineffective if done incorrectly. And because of your investment in this medium, it becomes even more important that you understand and address the key components of direct mail to ensure a successful outcome for your campaign. More often than not, it takes the expertise of a practiced direct mail marketing company to get your message out to the right mailboxes. So do your research and don't go it alone. What's the larger lesson? Don't put all your dollars into Internet marketing (despite all the hoopla). Direct mail marketing – when done correctly – will pay dividends.
Monday, January 26, 2009
Internet Audience reaches One Billion mark
Obviously, for interactive marketing (web and technology based marketing) to truly be useful (beyond cost effectiveness and tracking capabilities) it has to have a significant share of the world's audience. Well, if you thought 900 million was not enough, the World Internet Audience now has surpassed the one billion mark (according to ComScore. Read More).
Well, for those of you who sell your products and services nationally (or internationally) that's great news. But how many businesses classify themselves has nationally concerned. Using our market (the Myrtle Beach market) as an example, what does a hotel in our area care about the web users in China or California, or even just west of the Mississippi?
That's a common concern of local based businesses. But the concern is a bit misguided. First, local businesses and local business owners need to realize that services such as SEO, PPC, and email marketing can be geo-targeted or geo specific. You can target those areas (east of the Mississippi River, only drive markets, etc). That means you're only spending your dollars and time on that audience that can logically and logistically convert.
So you might be saying - big deal - one billion Internet users, but even one percent of that humongous pie is 10 million. Want to go lower. Even a THOUSANDTH of a percent of one billion is one million. Go lower, and you still can't deny the strength of the Internet's user base.
Want to take your local business to the Web? Contact me and we'll talk.
Well, for those of you who sell your products and services nationally (or internationally) that's great news. But how many businesses classify themselves has nationally concerned. Using our market (the Myrtle Beach market) as an example, what does a hotel in our area care about the web users in China or California, or even just west of the Mississippi?
That's a common concern of local based businesses. But the concern is a bit misguided. First, local businesses and local business owners need to realize that services such as SEO, PPC, and email marketing can be geo-targeted or geo specific. You can target those areas (east of the Mississippi River, only drive markets, etc). That means you're only spending your dollars and time on that audience that can logically and logistically convert.
So you might be saying - big deal - one billion Internet users, but even one percent of that humongous pie is 10 million. Want to go lower. Even a THOUSANDTH of a percent of one billion is one million. Go lower, and you still can't deny the strength of the Internet's user base.
Want to take your local business to the Web? Contact me and we'll talk.
Thursday, January 22, 2009
White House goes Web 2.0
Well, there you have it folks. The United States government has finally gone truly interactive. After all, what could me a more important outlet for the expression of opinions than the official United States government website, WhiteHouse.gov?
Instead of just calling or emailing your elected representatives, you can post live comments for all the world to see and read. This of course makes it much more difficult for elected officials to ignore pressing issues that concern their constituents. And when you add the media into the mix, well - you're talking real power to the people. Okay, maybe that's a little to overly optimisitic, but by embracing WEB 2.0 technologies, our government is that much closer, that much more connected to its citizens.
Big business has been shouldering the praise-and-wrath opinions of their "constituents" for years now, and many of them have found that consumers like knowing what other consumers have to say about a business, product, or service. The government should be no different. It's about transparency.
Being connected with your audience (be it voters, consumers, or clients) makes your decision making and marketing campaigns that much more informed. So, knowing how slow the government moves...if your own small to large business website doesn't have some kind of WEB 2.0 response mechanism in place, don't you think it's time? After all, can you really guage your own success without listening to the very people who can make or break your success?
Read all about WhiteHouse.gov's official make over at TG Daily.com.
Instead of just calling or emailing your elected representatives, you can post live comments for all the world to see and read. This of course makes it much more difficult for elected officials to ignore pressing issues that concern their constituents. And when you add the media into the mix, well - you're talking real power to the people. Okay, maybe that's a little to overly optimisitic, but by embracing WEB 2.0 technologies, our government is that much closer, that much more connected to its citizens.
Big business has been shouldering the praise-and-wrath opinions of their "constituents" for years now, and many of them have found that consumers like knowing what other consumers have to say about a business, product, or service. The government should be no different. It's about transparency.
Being connected with your audience (be it voters, consumers, or clients) makes your decision making and marketing campaigns that much more informed. So, knowing how slow the government moves...if your own small to large business website doesn't have some kind of WEB 2.0 response mechanism in place, don't you think it's time? After all, can you really guage your own success without listening to the very people who can make or break your success?
Read all about WhiteHouse.gov's official make over at TG Daily.com.
Monday, January 12, 2009
And the number one place you should spend your marketing dollars is...
Direct Mail. That's right. Not everything is about Google and the Internet. (Though, admittedly I do sometimes sound like a Google evangelist). According to Ad Age, they project that Direct Mail Marketing will rank number one in "projected advertising spending" in 2009. Translation: Businesses both large and small are still spending most of their marketing dollars (approximately 22.6%) on Direct Mail. Is it down from 2008? Yes by about 2.0%. But put it all into perspective. Internet spend encompasses less than 5% of the pie. So, even though I put a lot of attention on Internet and Interactive marketing (hey - it's what I do), I'm not advocating the exclusion or demise of traditional marketing. Traditional marketing, such as direct mail, continues to be powerful. And when integrated with Interactive marketing campaigns (here I go again), the results can knock your socks off. But more on that later. For know, if you want to read more about other Ad Age projects for 2009, check out the Ad Age Datacenter.
Wednesday, January 7, 2009
Where in the Web is your Website -
Changes in Search Engine Marketing for 2009
As mentioned in my last article (A New Year in Marketing), one of the most significant changes on the marketing horizon for 2009 is Google's newly revised algorithm. It's so significant in fact that it warranted an article all of its own. It's important to note this change at length because many webmasters who suddenly see their Google rankings dance, plummet – or worse – disappear will want to know exactly why. And, more importantly, how to fix the supposed "problem.” I'll discuss this common misconception later in this article.
To recap, during the latter part of 2008, at a high profile trade show for everything happening in search and search engine optimization there was a buzz about the changes in how Google is going to display search engine results pages (SERPs). Google's vision is that search will become more personalized by the user's location and search history. Instead of a purely algorithm-driven SERP, those results will be influenced by a user's personal behavior and physical location. How heavily behavior will influence the SERP is debatable, but Google has been toying with the idea since 2004. So, it will be more than a ripple that you can count on. They also plan on displaying their Pay Per Click ads based on this same behavioral influence.
At the very least, a user will be able to actively manipulate their own SERP (which will be served up to them on any computer, just as long as they are logged into Google).
Though many people in the industry have heard about this coming change, few out-of-industry professionals can truly grasp what it means for their business – and especially – to their search engine optimization and pay per click campaign(s). Not to fear...Read More.
To recap, during the latter part of 2008, at a high profile trade show for everything happening in search and search engine optimization there was a buzz about the changes in how Google is going to display search engine results pages (SERPs). Google's vision is that search will become more personalized by the user's location and search history. Instead of a purely algorithm-driven SERP, those results will be influenced by a user's personal behavior and physical location. How heavily behavior will influence the SERP is debatable, but Google has been toying with the idea since 2004. So, it will be more than a ripple that you can count on. They also plan on displaying their Pay Per Click ads based on this same behavioral influence.
At the very least, a user will be able to actively manipulate their own SERP (which will be served up to them on any computer, just as long as they are logged into Google).
Though many people in the industry have heard about this coming change, few out-of-industry professionals can truly grasp what it means for their business – and especially – to their search engine optimization and pay per click campaign(s). Not to fear...Read More.
Friday, January 2, 2009
Happy New Year - Brand New Website
Well, for those of you who found your way onto this marketing blog through the company website probably noticed a few changes on DSL Marketing's website. In fact, you would have noticed that we launched a completely new website - with our brand new message for 2009. Marketing - Evolved. What does it mean? Two things really. First, it means, as we all know in the industry and what we should all be explaining to our clients, is that marketing and advertising is continuosly changing, and to be successful, you need to not only be aware of them, but learn from them.
By evolution, we also mean that DSL Marketing, as a company, continuously keeps abreast of all the changes taking place in traditional and interactive marketing. And as a service to not only our clients, we try to educate the greater Myrtle Beach market. That's really what this blog is about, which launched at the same time as our brand new website. So for those of you who breezed passed the new look, or for those who reached this blog through a search engine, take peek at the new DSL Marketing website.
By evolution, we also mean that DSL Marketing, as a company, continuously keeps abreast of all the changes taking place in traditional and interactive marketing. And as a service to not only our clients, we try to educate the greater Myrtle Beach market. That's really what this blog is about, which launched at the same time as our brand new website. So for those of you who breezed passed the new look, or for those who reached this blog through a search engine, take peek at the new DSL Marketing website.
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