Thursday, November 1, 2012

Marketers Should Find Mobile Familiar, Not Fearful

Some traditional direct marketers fear that mobile marketing's rise threatens their familiar channels, such as direct mail or even online response. But, as a recent Target Marketing magazine article advised, there's no use ignoring the mobile tide -- not when Google  predicts that mobile search will surpass desktop search by the end of 2013. However, the article also argues, traditional direct marketers should see opportunity, not reasons to run or resist. Consider the basics of mobile marketing success: To generate an actual, measurable response, whether a phone call or a text message, by using targeted, location-based messages aimed at the people most likely to buy. Sound familiar, direct mailers? Because there is so much in common between traditional direct marketing and mobile marketing, there is an opportunity for integration with mutual benefits. For more reasons and ways to embrace mobile, see http://www.targetmarketingmag.com/article/why-direct-marketers-should-embrace-mobile/1

Tuesday, October 30, 2012

Uncertainty About ROI Dogs New Media Channels

Marketers are suffering from new media angst these days. They're putting more dollars into social and digital channels, including mobile and online video, but they're not sure of the return on those dollars, according to a study by the Association of National Advertisers (ANA). ANA's online survey of 224 client-side marketers about 2012 digital and social efforts found that 70% of marketers are currently using new-media platforms to reach customers, yet 62% also said the inability to prove ROI is a top concern. Per the survey, 60% of marketers say they are making an effort to measure the effectiveness and ROI of their social media efforts, but mobile marketing ranks the highest in terms of marketers' desire for measurement (70%). For more on the study, see the btobonline.com report at http://www.btobonline.com/article/20120716/STRATEGY06/307169909/ana-marketers-inability-to-measure-new-media-channels-remains-a-top