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Technique Articles

Search buying after Yahoo-Microsoft deal

March 15, 2010

Search marketers are readying new paid search buy strategies in preparation of the Yahoo-Microsoft search deal, which is expected to be implemented in the US by the holidays. Four experts offer tips
 

Consumer confidence and device sophistication will contribute to mobile's ubiquity

Lisa O'Reilly, director, global brand & campaigns, SMB marketing, Dell March 02, 2010

Referring to today's average smartphone as a "phone" is a bit of a misnomer. Most of us have a level of computing power at our fingertips that far exceeds what the most powerful PC offered just a decade ago.
 

Begin using mobile as a delivery tool and evolve it toward a conversation platform

Stephan Dietrich, president, Neolane March 02, 2010

To maximize effectiveness, mobile messaging and offers must be tightly coordinated across all communications channels, including direct mail, e-mail and social media. In practice, personalization is mandatory, not only to improve response rates, but also to avoid customer fatigue. For technology marketers, mobile presents an opportunity to develop an ever-increasing, positive customer-relationship experience and encourage loyalty.
 

Mobile is now an extension of the desktop and marketers should embrace this

David Brussin, founder and CEO, Monetate March 02, 2010

I think mobile marketing holds huge potential for technology marketers right now if they understand that most consumers, and particularly consumers of technology products, are treating mobile devices as an extension of the desktop or laptop browser, not as a separate mode. That means your mobile marketing must now live up to the same standards as your "traditional" online marketing, in all respects, including depth of information and user experience.
 

Use mobile's personalization, to offer value and maintain customer engagement

David Javitch, VP of marketing, Scanbuy March 02, 2010

The mobile device is one of the most personal of its kind, even more so than the PC. Though marketers are excited by the opportunities this personalization offers, it must be used carefully. Tools like direct mail, print advertising and even packaging can now all become interactive in seconds through the mobile device. What you need to do is start with specific business objectives in mind and execute effectively.
 

Mobile marketing reaches tech targets

March 01, 2010

For marketers of technology products and services, the mere fact that consumers can receive and respond to the latest mobile ad technology serves as a pre-qualifier. Our experts discuss strategies and tactics
 

Tweak your e-mail marketing to include segmented holiday campaigns

Susan Tull, VP of marketing, Digital River's BlueHornet division February 19, 2010

We know that people often make purchasing decisions based on emotion, and Valentine's Day and Mother's Day provide retailers two great opportunities to tap into their customers' emotional side. However, marketers need to make decisions based on data.
 

Note that as seasons change, so might your demographic, so market accordingly

Lewis Goldberg, SVP of brand marketing, 1-800-Flowers February 19, 2010

As an online retailer, there are certainly changes we make in marketing efforts through the year. For us, it gets a little tricky around Valentine's Day because our target demographic is completely different for that holiday than others throughout the year.
 

Don't use holidays as an excuse to flood your customer's inbox

Kevin Mabley, SVP, strategic and analytic consulting group, Epsilon February 19, 2010

Valentine's Day is a favorite holiday for e-mail marketers. Scheduled reminders are highly effective, targeting is fairly easy and e-commerce is the perfect place for last-minute gifts. However, that doesn't give us the right — or the need — to bombard subscribers with unrelenting e-mails with deals and offers until they buy.
 

Make sure your SEO and SEM are ready for peak seasons and early shoppers

Mark Simon, VP of industry relations, Didit February 19, 2010

With Valentine's Day just finished and Mother's Day just around the corner, now is the time to consider your overall approach to peak shopping seasons, and how you can be better prepared for them in search.
 
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