May 21, 2001
Article

Bigfoot Interactive CEO Touts "Last Mover Advantage"

RSS   Free Newsletters  
SUMMARY: No summary available
Bigfoot Interactive CEO Al Diguido, whose background includes 13
years launching products for Ziff Davis, says watching other
email shops fail has given his firm a "last mover advantage."

He says, "We're watching the other guys implode. They got into
this when it was the batch and blast game. They saw it as a
lettershop business. They overbuilt from a headcount and office
perspective - so their expenses were out of whack. And then they
started competing by lowering prices until there was no margin.
They were cutting their own throats."

Diguido eschews this lettershop-style email business in favor of
offering marketers ongoing email communications services. The
price tag is higher, but according to Diguido, marketers are more
than willing to pay it because their strategy has changed from
one-shot blasts to relationship building.

In a similar move, InBox Interactive, the email marketing agency
led by longtime ClickZ columnist Kim MacPherson, has just hired a
Marketing Technology Officer to focus 100% on retention marketing
campaigns. Like Diguido, this new Officer Jackie Gallogly, also
hails from a classic publishing background. And in the
publishing industry, renewals are key to profitability.


Improve Your Marketing

Join our thousands of weekly case study readers.

Enter your email below to receive MarketingSherpa news, updates, and promotions:

Note: Already a subscriber? Want to add a subscription?
Click Here to Manage Subscriptions