Summary:
While triggered email alerts can keep your brand and message in front of your email subscriber list, a poorly-designed campaign can prevent these outreach efforts from being a positive experience.
Paul Ramirez, VP Operations, Eventful, and his team produced triggered email alerts that kept click-to-open rates in the 60% range throughout 2010. Ramirez will share how his team successfully welcomed new members to their brand at our upcoming Email Summit 2012. Read on to discover how a global events website regularly reaches out to its subscribers through an alert program with consistently strong results. continue...
Summary:
Each year, digital marketing offers innovation in existing channels, and creates opportunities in new areas. This makes it a difficult, but exciting time to be a marketer, as digital efforts allow you to track what works, and what doesn’t, in your campaigns.
Our final 2011 B2C article looks at four trends to watch in 2012. Mobile marketing tops the list, and online privacy is a growing concern for all digital marketers. Likewise, there are still new developments in PPC advertising, while optimizing local search is an area primed for growth. continue...
Summary:
When you sponsor a sporting event, your booth is rarely a main attraction. So it needs to stand out from the crowd -- and the entertainment -- to make an impression on consumers.
See how Nike 6.0 got thousands of event attendees to take a break from the action at surfing/skateboarding/BMX events and spend some time in their branded tent. Their secret? A part-virtual, part-interactive video strategy. continue...
Summary:
SMS alerts can be a good way to engage an audience or remind fans of an upcoming event. But as a television channel’s marketing team found out, alerts do not work for every product.
See how the marketer behind the popular National Geographic Channel program “The Dog Whisperer” learned the ins and outs of an SMS alerts campaign that can attract and maintain a list of dedicated subscribers. Includes steps for building your own SMS campaign and links the regulatory agencies you will have to work through. continue...
Summary:
Ideally, prices should be set to maximize revenue. But if demand for a product changes, prices also have to change to reach total efficiency. How do you know if you’re setting the best price possible?
See how a major league baseball team tested dynamic pricing for tickets to home games. They sold 20% more tickets in sections where the dynamic pricing was offered -- but the program hasn’t been a grand slam. Find out how they managed challenges, set prices and sold more tickets. continue...
Summary:
How has ESPN.com doubled the number of subscribers for its ESPN Insider premium content service in the past two years? We talked to VP and Executive Editor Patrick Stiegman about the revamp and their strategies that delivered those results.
Includes tips on how to define premium content, how to integrate that content with free offerings on your site and how to make the most of unique upselling opportunities that occur year-round. continue...
Summary:
What do you do when your marketplace is booming, booming, booming, but practically no US Web sites will accept your ads? Marketing online gambling and poker sites is not illegal -- it's just discouraged by the US federal government. Despite this millions of Americans are flooding online to play. Top execs at three of the biggest sites in the industry granted MarketingSherpa's reporters exclusive behind-the-scenes interviews about their guerilla marketing for this Special Report. Discover what we learned… Yes, includes ideas for more mainstream marketers: continue...
Summary:
At long last text messaging campaigns are taking off in the US, due in no small part to American Idol's expanding three-year campaign. (40 million messages sent in the last season alone.) We contacted the producers for behind-the-scenes info on what makes mobile marketing work. Includes copywriting tips and samples (harder than you think). Plus, surprising advice about the Internet/mobile phone interaction. continue...
Summary:
Marketers at RCA who distribute the American Idol II and Kelly Clarkson albums are in the midst of testing a new relationship marketing tactic: Offering a desktop app that fans can download to get more news about artists on a regular basis.
If you are involved in loyalty marketing in any industry, this article may be useful for you. Applies to high-tech, finance, pharmaceutical and many other industries. continue...
