By Alex Tsatkin | Vice President, Mobile
Editor’s note: The following post was first published Aug. 14, 2013, in Direct Marketing News.
If you’re reading this, you already know that mobile marketing is here to stay. Like social marketing before, and search before even that, advertisers are scratching their heads to figure out what works.
Marketers who embrace new channels first have a clear advantage over their competition. You may be confused by all the options out there and hesitant to invest for fear of wasted budgets. The sad truth is a lot of brands are wasting money on mobile marketing by not tracking performance—or their ROI.
Read on for three key mobile marketing strategies you can use to create accountability in your brand’s mobile activity.
Strategy #1: Mobilize your website
The first and most important step is to mobilize your website, lead forms, and all other digital marketing material. Many marketers wrongly conclude that simply formatting their sites for mobile is enough. However there are additional steps you can take to turbo-charge your customer’s mobile experience and get more of your visitors to take action.
First, remove any extraneous images, pop-ups or other bloated code from your mobile site. Remember that mobile users have network speeds much slower than Web. The old adage of “Keep it simple, stupid” is the best policy in mobile when it comes to site design and optimization. If you’re gathering data, make sure your mobile forms are easy to fill out on all mobile devices by creating large fields that trigger keyboard function when clicked. Remove all extraneous fields that may be a nuisance to a mobile user, including: confirm email, captchas, full address, etc. If it’s relevant to your site, take advantage of the user’s location to offer handy information. Create a click-to-call button to make it simple for prospects to call you immediately upon reaching your mobile site. (more…)
By Keith Trivitt | @KeithTrivitt | Director, Marketing and Communications
Writing in a blog post last June, Direct Marketing News Editor-in-Chief Ginger Conlon asked the thought-provoking question, “What is direct marketing, anyway?” The piece sparked dozens of comments, an editorial series in the September issue of DMNews and some serious soul searching by direct and digital marketers.
Conlon’s post focused on the basic notion of direct marketing, its relevancy and value to brands and whether the term is relevant in the digital age. She concluded by asking: Is direct marketing still the most appropriate name for the discipline?
The comments section of that post are a menagerie of opinions on whether the term “direct marketing” is outdated or sullied by surreptitious and outdated practices, or if it continues to resonate with consumers and brands in a meaningful way.
As someone who oversees marketing at an integrated digital media agency, MediaWhiz, that offers digital direct-response services to clients, I have a biased opinion on this matter. I personally believe that direct marketing remains highly relevant, both in its value to clients and as a term to describe a form of marketing.
Direct marketing’s greatest value to brands is its direct-to-consumer focus that is about relevancy at the point of purchase. It is the most specific form of customer acquisition. The very point of direct marketing is to generate a sale or acquire a lead that eventually becomes a sale. In an age of fragmented consumer attention that is a rare and valuable asset for any brand to have in its marketing toolkit. (more…)
By Ed Kats | President
While not ideal, DNT legislation could foster improved media integration
Proposed do-not-track (DNT) legislation will create numerous barriers for advertisers, brands and agencies. The ability to track consumers’ online purchasing habits and deliver targeted ads based on data collected is a cornerstone of e-commerce.
DNT legislation will make online ads less relevant, forcing potentially unforeseeable changes — not to mention increased costs — into the digital ecosystem. This will adversely affect consumers’ online experiences in a manner few proponents are willing to admit.
Despite these issues, the enactment of DNT legislation will not destroy online advertising.
While we do not wish to see this legislation passed we believe it would force marketers to be more creative in their campaigns. It may foster the development of closer connections and opt-ins between brands and consumers. This, in turn, will deliver more detailed customer data and more successful purchase paths.
Numerous products and services exist that help agencies and advertisers target consumers and collect publicly available data. If advertisers are compelled to collect that information offline (as would be the case if DNT legislation is passed), those capabilities will still remain.
The two behemoths of online advertising — Google and Facebook — offer examples of how DNT legislation could imperil future growth and innovation of online advertising but won’t dampen the industry’s prospects. (more…)
By Adam Riff | @AdamRiff | SVP, Digital Strategy
I’m excited to report that MediaWhiz’s award-winning search marketing division continues to win accolades from the digital media and marketing industry. MediaWhiz is among nine full-service digital agencies ranked in the 2012 Direct Marketing News “Ultimate SEM Services and Products Guidebook.”
DMNews listed agencies across various categories, including total number of Google-certified staff; the number of dedicated search marketing staff within the agency; the percentage of an agency’s work dedicated to direct response marketing versus branding; and other relevant metrics.
MediaWhiz is the only agency in the Guidebook that DMNews verified capabilities across every search marketing service category.
According to the DMNews Guidebook, our level of service and capabilities is unparalleled in the search marketing industry. Our ROI turnaround time for clients of one to three months is rated by DMNews as one of the best in the industry.
With expertise and capabilities across all facets of search marketing, MediaWhiz is a recognized leader in search engine marketing. Advertising Age also recently ranked MediaWhiz as the No. 11 search marketing agency in the U.S.
The keys to MediaWhiz’s search marketing success come from a deep understanding and respect for the new realities of digital marketing. (more…)
By Keith Trivitt | @KeithTrivitt | Director, Marketing and Communications
Of all the hot trends in digital marketing — Facebook advertising, the future of display ads, mobile payments — perhaps none is getting more attention at the moment than mobile search. As developed nations continue their march into the era of the mobile-dominated Web, mobile search marketing has taken on an increasingly important role for brands, marketers and advertisers.
According to IBM and other industry observers, 2012 is shaping up to be the year of mobile. Direct Marketing News reported in May that mobile commerce accounted for 13.3 percent of all online sales in Q1 2012, up from 7 percent a year ago. The growth and power of mobile commerce is further magnified by data from IBM showing that mobile traffic to retailer sites made up 17 percent of all online traffic in Q1 2012.
And as Kleiner Perkins partner and Internet analyst Mary Meeker famously reported in 2010 (and others have confirmed since then) mobile Internet is projected to overtake fixed Internet by 2015.
Clearly, mobile marketing and mobile search have taken their places as digital marketing’s rising stars.
Here at MediaWhiz, mobile search is part of the lifeblood of our successful and growing search marketing practice. It has helped us retain a top-20 ranking among search agencies in Advertising Age’s Agency Report, and it is increasingly being utilized across various client campaigns.
It’s also a topic we love to talk about, both internally among colleagues and externally with clients, analysts and the media. The latter is where we recently had the opportunity to discuss this fascinating industry trend.
In a detailed report out this month in Direct Marketing News, Adam Riff, MediaWhiz’s senior vice president of digital strategy, offers analysis and perspective on how brands and agencies can develop effective mobile search marketing campaigns. (more…)
Editor’s note: The following is an excerpt of an op-ed published in the July 2012 issue of Direct Marketing News. Read the full opinion piece here.
By Steve Goldner | @SocialSteve | Senior Director, Social Media
There is no shortage of debate on social media ROI. Social media sales attribution is difficult given the reality of Facebook privacy settings and the challenges of tagging media that brands don’t own. This is true for many word-of-mouth consumer behaviors.
For example, how easy is it to attribute a customer visiting a new restaurant because of a friend’s recommendation?
But that doesn’t mean brands shouldn’t measure social media and get meaningful information on the performance of their campaigns. Like an old boss once told me, “That which is not measured, does not get done.”
When utilized properly, social media generates awareness, consideration, loyalty and advocacy — all of which can be measured. Brand managers and CMOs should be concerned with seeing measurable results in each category.
The four consumer psycho demographics listed below are inherently tied to the ultimate key performance indicator: that of sales. Consider the following parameters that can be easily captured and measured:
- Awareness: Number of brand and URL mentions.
- Consideration: Website visits, page views, Facebook and Twitter click-throughs, social network page views, Twitter replies and blog views.
- Loyalty: Fans, followers and community members, RSS subscriptions, Facebook interactions, Twitter mentions, blog/community comments and return visits to site.
- Advocacy: Retweets, re-blogs, brand mentions, comments on a brand’s assets and Facebook “likes.
Read the full op-ed in Direct Marketing News.