Performance Marketing Report - NOV 2012

RESEARCH REPORTS, HOW-TO GUIDES & CONSULTING METHODOLOGIES

Consulting Methodology

Product Marketing Plan Playbook

Submitted by Jesse Hopps on Tue, 2012-02-21 12:17

Use this step-by-step playbook and set of 21 premium tools and templates to create a comprehensive product marketing plan.

Download This Consulting Methodology!

Upcoming eWorkshop

Next Webinar: Leveraging Pinterest for Business

Now Available On Demand!

CLICK HERE TO WATCH THIS WEBINAR...

Pinterest has quickly emerged as a powerful force in the social media landscape. It currently receives over 15 million page views per day and it has shown a 28% growth in the traffic rank.

During this Demand Metric workshop, social media expert Sherry Roden will explain what Pinterest is, how it works and what a business can do with it. Other topics covered include:

How to Get Started
Social Sharing & Growing Your Followers
Get Visual with Your Business
Brands Doing it Right
Ten Things To Do Now To Get Started
Resources List

This webinar is ideal for VPs, Marketing and Social Media Managers and anyone with responsibility for online marketing.

Other News & Announcements

Other News: Demand Metric Launches DM Store!

Demand Metric announces the opening of the DM Store, a place to purchase marketing Tool-Kits and other premium resources online. The DM Store is an ideal way for those without a membership to experience the value of Demand Metric marketing resources in ala carte fashion. New products are hitting the virtual shelves on a regular basis, and beginning in December, all members can use coupon codes to secure discounts! Visit the DM Store now, and look for special deals in the next Performance Marketing Report.

CLICK HERE TO CHECK OUT THE DM STORE!

New Research: Demand Metric Vendor Profiles!

Vendor Profiles are analyst research on vendors or their solutions. Demand Metric analysts periodically review offerings that they feel are noteworthy or innovative. These Vendor Profiles share the analyst's insights on why these solutions are important, providing you with an objective assessment and summarizing what marketers need to know.

CLICK HERE TO VISIT THE VENDOR PROFILE SECTION!

Cause of the Month: Movember!

During the month of November, the Mo Bros of Demand Metric have banded together to raise vital funds and awareness for men's health, specifically prostate cancer and male mental health initiatives by grooming, trimming and waxing their way into the annals of fine moustachery.

CLICK HERE TO SUPPORT THIS GREAT CAUSE!

Analyst Insight

Are small businesses missing the marketing boat?

By: Jerry Rackley

Pitney Bowes just released the results of its Small Business Marketing Survey that reveal how the 750 small businesses that responded are communicating with their customers and embracing emerging marketing channels. The report contains some insightful information, and I encourage readers to get a copy of this free report, if for no other reason as a benchmark for comparing your marketing practices.

My attention was drawn to the top three communications channels for small businesses. I confess I didn’t try very hard to guess in advance what they were, but if I had, social media would have been on my list. Surprise! It didn’t make the top three. Instead, three very traditional channels were cited:

Email (46%)
Phone (22%)
Direct mail (11%)

Social media didn’t even come in fourth on this list – it was eighth! My initial reaction to this information was “who are these dinosaurs responding to this survey?” But then, my brain kicked in. I think I get it, and in fact, I’m prepared to defend these choices, if the decisions to use them were made for the right reasons.

It’s easy to understand why email, phone and direct mail still have legs in small business marketing. They’re channels with which we’re very familiar. There is no learning curve to climb to use them. They’ve been around a long time and can still produce results. On these things, we all can agree. But should comfort and familiarity serve as the primary decision drivers for using any channel? I say no.

The marketer’s primary consideration for selecting a channel is ideally effectiveness. What’s the right channel? Here, it’s important to clarify what we mean by “right”. It is that channel that the target of our communications and messages most prefers, the one that influences them most and allows us to reach them most effectively.

Perhaps you’ve heard the saying, if the only tool you have is a hammer, then everything starts to look like a nail. It’s the same with marketing channels. If all you’ve got is a list of email addresses, your channel selection gets pretty narrow. If you want your marketing and promotional communications to have the greatest effect, you have to ask yourself on a regular basis if you’re using the right channel. And how can you know? There’s only one way: ask the people with which you’re trying to communicate. They are the final arbiters of the channel selection choice.

So, there’s not a thing in the world wrong with using email, phone or direct mail – if you can justify those channel selections based on the recipients’ preferences. To be fair, it’s hard to evaluate the growing number of channel choices and determine the optimal mix. To help with that task, use the Demand Metric Marketing Channel Ranking Tool. And if your research confirms that email is the best channel, then click “Send” with confidence. On the other hand, if your research tells you to use social media, take advantage of Demand Metric’s library of assessments, checklists, guides, methodologies, tools and templates to help you do that well.

Performance Marketing Report - NOV 2012

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Performance Marketing Report - NOV 2012

RESEARCH REPORTS, HOW-TO GUIDES & CONSULTING METHODOLOGIES

Consulting Methodology

Product Marketing Plan Playbook

Upcoming eWorkshop

Other News & Announcements

Other News: Demand Metric Launches DM Store!

New Research: Demand Metric Vendor Profiles!

Cause of the Month: Movember!

Analyst Insight

About Us

Resources

Connect

Want to work with us?

Total Members

New Last Week

Support