Business-to-business e-mail marketers can learn a lot from studying b-to-c trends, according to Ryan Phelan, vice president of strategic services at BlueHornet Networks, an e-mail service provider to b-to-b and b-to-c clients. He cites his firm's new study of how consumers view e-mail marketing, and suggests how those trends carry over into business marketing. Key lessons include winnowing out primary e-mail response addresses; making e-mail work for mobile; creating content that sells relationships; and leveraging social media sharing. For details, see http://www.btobonline.com/article/20120426/EMAIL12/304269992/b-to-b-marketers-can-learn-from-consumer-email-practices#seenit
David Kanter, President and CEO of AccuList, is a list brokerage and direct marketing expert. For more than 30 years, he has helped companies and nonprofit organizations achieve their marketing goals. With David's Direct Marketing Forum, he shares, and invites others to share, helpful direct-marketing industry news, trends, analyses, resources, and tips for success. Please read our Comment Policy.
Thursday, May 3, 2012
Tuesday, May 1, 2012
Growing iPad Audience Browses More, Stays Longer
If you're an online marketer with a message that quick-hit browsing won't do justice, you'll like this new research about the growing iPad audience. According to Metro Media Works, when compared to smartphone users, iPad users spend "about 35% more time browsing, they view more pages per visit, and they are more likely to be loyal visitors." The impact shouldn't be underestimated since tablet use is booming, with Apple shipping more iPads in the 4th quarter of 2011 than any single manufacturer sold personal computers. And it's good news for business-to-business as well as business-to-consumer marketers, with one new study reporting that tablet use among small and medium business owners quadrupled over the past year. For more, see the recent American Business Media blog story: http://abm.typepad.com/mediapace/2012/03/tablets-open-readers-up-to-longer-stories.html
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