Thursday, March 6, 2014

Twitter Helps B2B With E-mail-Based Ad Targeting

Twitter has expanded its appeal for b-to-b marketers with the announcement that it will allow advertisers to target Twitter users based on e-mail addresses, reported Ad Age. The new functionality opens an avenue for b-to-b lead generation, but the Ad Age article warns marketers that succeeding with Twitter requires an understanding of the special ways prospects behave on the site. Luckily, the article also provides several tips for success in e-mail gathering and targeting. Advice includes offering something of value in exchange for e-mail info; keeping conversion streamlined and cutting steps with the Twitter lead gen card (a landing page within a tweet); avoiding the hard sell in favor of the personal touch; using event hashtags to network, boost show traffic and gain followers; using promoted accounts and in-stream promoted tweets to build followers; and ways to test and measure results, including tracking conversions from promoted tweets, to optimize spending. For the full article, see http://adage.com/article/btob/ways-b-b-marketers-generate-leads-twitter/291109/

Tuesday, March 4, 2014

USPS 'Load-Leveling' Would Alter Delivery Schedules

Marketers face changes in their mail delivery schedules this spring if the U.S. Postal Service (USPS) implements a proposed plan to “level the load” handled by its carriers during the week, DM News reports. Currently, mailers that qualify for a Destination Sectional Center Facility (DSCF) discounted rate can expect Monday delivery of mail accepted by facilities on Thursday or Friday. Under the load-leveling plan, set to take effect on March 27, Standard Mail accepted on Friday would not be delivered until Tuesday, and mail accepted on Saturday would have a promised delivery day of Wednesday. DSCF Standard Mail is comprised mostly of direct mail letters, catalogs, flyers, and other advertising mail. The USPS has sought an advisory opinion from the Postal Regulatory Commission (PRC) on the plan, which the USPS tested in its South Jersey District last September. It's possible the PRC will send the Postal Service back to the drawing board, but mailers should be prepared for altered delivery schedules. See the news story at http://www.dmnews.com/usps-aims-to-institute-load-leveling-in-march/article/328622/