Archive for March, 2012
We are living in very uncertain times. The current economic climate is not one that marketers look forward to, considering most customers are quick to tighten their marketing budgets in a wavering economy. The last time we went through a tough economy, one of the first things that most business owners and marketers did was to cut marketing budgets. Resist the temptation! The biggest learning most CMOs would have had from the recession of 2009 is that companies which continued to invest in marketing effectively, survived and a few in fact grew. The key is that you invest in the right tools.
Advertising cutbacks hence is not affecting targeted marketing channels such as email marketing and other direct digital marketing channels such as mobile advertising. Marketers are building their customer lists, improving customer analysis and focusing on direct digital marketing (DDM) as a more intelligent and serious aspect of the overall marketing efforts. In turbulent times, it makes more financial sense than ever for companies to focus on marketing to their own customers and prospects. Marketers increasingly want to segment their audience and tie in their email activity with web analytics in an attempt to make communications as relevant as possible to the receiver.
The popularity of DDM is growing more than ever in India because it allows marketers to connect directly with their customers. By targeting specific demographics and studying the habits of your consumers, organizations can open a direct window into the needs of the market. In addition, by contacting each individual customer, marketers have a much greater opportunity to engage them in a discussion about what they require and how a specific product or service could help them do that.
The more closely you are able to follow the preferences of different groups of your customers within the target market, the better you will be able to convince them that you have a solution for them. Compared to traditional mass advertising efforts, email marketing also provides a shorter and easier path to ensure return on investment (ROI) which is everything in the current economic scenario. The marketer can measure the response at every step, including testing which message is more effective.
Below are a few key essentials to ensure your direct digital marketing campaign delivers good results:
List and contact management: The first step is to create or ensure a hygienic and relevant list of customers whom you can address. Segmentation is critical in email performance and some platforms can segment customers based on ‘who they are’ or ‘what they do’, etc.
Create a good message: Good and relevant content is key to how effective your DDM campaign is. So, this is an area that you need to focus on and get right. Message creation may be done via templates, the ability to rapidly create campaigns by copying and editing previous messages can be a time saver.
Deliverability: A great message and a quality list though do not necessarily deliver great results. To engage, marketers must get their emails and messages into prospective’s inboxes and ensure deliverability rate is no lesser than 90%.
Auto responders known as triggers are marketing sequences designed to build relations with the customer. You can not only include sign up forms but also behavioural responses such as a click or download.
Web landing page generation: Create a HTML code that allows customers to subscribe to your email list. High end platforms enable marketers create forms and landing pages as destination for email recipients.
Reporting and analytics: One of the most valuable aspects of DDM is its measurability. Measures such as list size, open rate, link rate, unsubscribe rate, spam complaints and rejection rate are a must.
CRM integration: It is a good idea for DDM to be directly integrated with sales CRM data so that a sales executive can map a prospective customer’s email activity.
Most importantly, DDM allows for you to integrate it with other marketing efforts, whether it is mobile or other on-the-ground promotional initiatives. So, here’s wishing you are able to engage your customers better in 2012.
Read original article at financialexpress.com
As we can clearly see that, there is an obvious spike in the search for “Holi” across India. So the first question is that are you putting Holi in your subject lines, if not you could- attracts more clicks and opens in this week.
The next thing is that who all it will work for?
The top spike is seen in Bihar Jamshedpur and Patna
Rajasthan-Jaipur and Udaipur come second
Gurgaon shows a great volume of searches
Gurgaon comes third and follows the rest of the northern states like Delhi, UP, Punjab, and States like Gujarat, Assam, Madhya Pradesh. Surprisingly the other states did not seem to have much traction about the festival- well none of them are actively looking for the things that they would want to do or, looking at things related to Holi. There could be multiple reasons for it- this time Holi is coming on a weekday being one of it, or, it comes right in the middle of the exam season for them.
Well beside all the factors and after analyzing the results with last year people are eagerly waiting for Holi messages in their mail boxes and Facebook walls. However, this year as there are more smart marketers the empowered consumer is looking beyond elementary propositioning- So dont just write Holi Celebrations or, XY% off on Holi or, any such vague lines. Discuss it with your Client Success Manager or , just tell them what you want to sell or, what inventory is in excess this season .
For other marketers who are serious about their business but yet not with us- There is no excuse for missing an opportunity or, a bad job.
Things to consider:
- What is a number of audience that fall in the category of states mentioned above?
- Are they male or, female?
- What are the cultural factors that affect their decisions?
- What do you want them to feel reading you subject line?
- And last but the most importantly why your Holi message?