Word of Mouth Drives Local Business

eMarketer published a short article today titled, “Word-of-Mouth Drives Local Consumers in Canada“. And it’s true – the graph is a nice visual but marketers have known about the power of social media for a long time, and it’s doubly true on a local level. (Need I mention it’s not limited to Canada?) The author suggested that since WOM drives local traffic, SMBs should invest in social media. And then…

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Good News for Analytics Teams

Most companies see SAS and similar skills as part of the IT department, and so some of the most critical marketing tasks – understanding customers based on analysis of data – are relegated to a cost center and understaffed. A new report from eMarketer (“Big Data Has Arrived, but Executives See a Monetization Lag“, August 22, 2012)  signals a change in attitude that enterprise analytics teams would do well to…

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Sign up for Text Messages from Pottery Barn Kids

Just when I had nearly given up on SMS marketing, here’s an invite from Pottery Barn Kids to join their program. It’s especially interesting because PBK targets the ever-popular and ever-busy mom demographic. Of course I signed up. I did it online just to see what extras they’d ask me to provide, and of course they asked for full name, email and zip as well. No surprise there – and…

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Does Klout work for CRM?

Those of us working on the direct marketing side of CRM love our data. So whenever we find a new snip of data, we try to find ways to use it to add color to our analyses. Klout is especially tempting since it speaks to that whole social CRM thing which we’re all buzzing about but which no one has quite figured out. Yesterday, Esteban Kolsky of destinationCRM.com called Klout…

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Smart triggered marketing

Kevin Hillstrom over at Mine that Data blog often has great suggestions for marketers. While he focuses on catalogers, his posts are often relevant to a broader audience. That’s the case with his post “Triggers: Website Visits“. His suggested analysis is spot-on for any site that sells product or services with a reasonably short purchase cycle, and can be adjusted for longer purchase cycles or for sites that focus on…

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Turning customer complaints into marketing opportunities

“If something doesn’t go quite right with a customer transaction, use it as an opportunity to show what you are really made of.” We tend to think of Social CRM as either influencer or data marketing. In truth, the quote above (along with Chris Griffiths “Globe and Mail” article that LoyaltyOne kindly tweeted earlier today) is a good reminder of how much more we can be doing with social CRM.…

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Are Foursquare’s “local updates” a smart move for local businesses?

Foursquare is rolling out “local updates” to it’s service. These allow businesses to more proactively offer deals on the service. But is it a smart idea for local businesses? This is a long-standing debate about which customer segments should receive the best deals. Do you reward your best customers with a deal? Or by doing that are you giving up revenue, since your loyal customers would have spent with you…

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Ads creeping into mobile messaging

MediaPost announced today that Mogreet is putting video ads into MMS messages. This is a fascinating development, because people have been slow to accept advertising in mobile. In fact, mobile experts have debated for years whether text messages should be used for advertising at all, claiming that people see their mobile device as too personal and that advertising through text messaging would be intrusive. If cultural norms around mobile are…

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13min Batman Infomercial is the Usual Missed Opportunity

AdAge asked, “Would you watch a 13 minute infomercial for ‘The Dark Knight Rises?’” They asked the wrong question. The real question is, “What could Warner Bros have done for their marketing with a 13 minute infomercial?”  And the answer is, “Anything would have been better than the nothing they did.” There is a schism between the two camps of advertising: brand and demand generation. The brand folks deal in…

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Personalization requires navigating between generic and creepy

Here’s a link to a great NYTimes article from June 23rd that discusses how retailers are implementing personalization to help increase sales without being creepy. It’s a nice articulation of the dangers of both sides. Over-personalize, and you can lose sales. Under-personalize, and you leave sales on the table. What I thought was missing from the article was any mention of the benefits of random offers in the midst of…

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