Archives

October, 2014

New Research Shows Why Your Email Campaign May Not Be Working

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Advertisers will spend more than $12 billion on email marketing this year, a figure which will almost double (to $23.5 billion) by the end of 2018, according to an October 27 marketwired.com report. But unless email marketers change their way of doing business, huge chunks of those billions will be wasted.

Email is by definition (low cost-to-audience-size ratio) a very efficient advertising medium. But that’s because it’s dirt cheap, not because it’s particularly effective. And the reason it’s not particularly effective, writes Kath Pay at MediaPost’s EmailInsider [link unavailable] is that “many email marketers…don’t use many of the basic principles of marketing…[They] are not actually focused on marketing at all, but instead simply emphasize creating and sending.” As a result, they bore recipients into ignoring them

That’s because in one way, email marketing is like its paper direct-mail ancestor, and in another way it isn’t. Read more →

Don’t Make These Mobile Marketing Mistakes

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Mobile has become the star of marketing media, but letting its dazzle blind you to some marketplace realities could cost you money, sales and opportunities. A September 30 MediaPost report highlighted five common mistakes that can make mobile marketing campaigns go wrong:

Mistake #1: Putting all your eggs in one mobile basket. While mobile traffic for publishers like Buzzfeed, Glamour and CNN is exploding, advertisers aren’t publishers. Moreover, even if mobile turns out to be your first medium, it shouldn’t become your only one. This is because online traffic isn’t a zero-sum game. While not mushrooming as rapidly as mobile, desktop (and laptop) traffic is still growing, too. What’s more, mobile and desktop use aren’t mutually exclusive; they’re complementary. Desktop traffic is daytime traffic, building at 9 AM, peaking at noon and starting to decline at 6 PM. That’s when mobile traffic starts to peak, according to publisher analytics service Chartbeat. So unless you’re prepared to stop doing business during normal business hours, you neglect desktops and laptops at your peril. Read more →

Viagra’s Ads Start Targeting Consumers Who Can Never Use It

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Viagra commercials have historically shown middle-age men doing manly things – like construction work or deep-sea fishing – to convey the tacit message that taking pills for erectile dysfunction doesn’t make you any less of a man. But now, that’s changing. On television shows including “CSI,” “Blue Bloods” and “48 Hours,” and in magazines including Esquire and Time, Viagra advertising will target a new audience, myfoxny.com reported September 30. It’s an audience, moreover, that has no physical cause to ever take Viagra: Women.

But according to Dr. Irwin Goldstein, director of the San Diego Sexual Medicine Center, women suffer from impotence as much as their men do. They’re often more upset than their man, he said, often lose interest in sex and find it painful. Women also make the majority of household health care decisions. And they can be very, very good at nagging – not that the latest Viagra commercial does any of that. Read more →