Monthly Archives: April 2012

B2B Mobile Marketing: The Elephant in the Room9:00 am

By Melissa Cober

B2B Mobile Marketing: The Elephant in the RoomMarketers these days can’t seem to praise mobile marketing highly enough, but there’s an elephant in the room that needs discussing: What about B2B mobile marketing? In the marketing blogosphere, mobile seems to be a dream-come-true for B2C marketing efforts, but no one is discussing how B2B can benefit from mobile marketing. Many B2B marketers are wondering if they should even bother with it. As it turns out, mobile marketing can and should be used for B2B marketing purposes, and here’s why.

When we think of marketing to businesses, we often conceptualize the business we are targeting as an entity in and of itself, as an independent, living, changing organism. Now in some ways, this is entirely true. However, this mindset makes B2B marketing seem much more difficult, because it removes the business, as an entity, from its individual decision-makers. If we talk about mobile marketing to a business, the idea begins to seem absurd, and rightfully so. If, however, we talk about mobile marketing to the key decision-makers for a business, the value of B2B mobile marketing begins to shine through.

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Email Marketing: 10 Sure-Fire Ways to Lose Subscribers8:23 am

By Melissa Cober

Email Marketing: 10 Sure-Fire Ways to Lose SubscribersEmail marketing is a delicate game to play. While businesses certainly need to get their message out to potential customers, failing to adhere to CAN-SPAM laws, or even designing your email marketing campaign in a “spammy” way, can get your email deleted, marked as spam, or even blacklisted. Here are 10 sure-fire ways to annoy your email list enough to lose tons of subscribers. Make these email marketing mistakes at your own peril!

1. Add Email Addresses That Are Not Opted-In.
This should be a no-brainer, folks: Only email people who have explicitly asked for your emails! In addition to not irritating people who will probably only mark your email as spam anyway, this will also ensure that you are dedicating your email marketing efforts to the people who are most likely to purchase from you.

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Internet Usage: Implications for Direct Mail Marketing8:26 am

By Melissa Cober

Internet Usage: Direct MailSmartphones. Tablets. Google Glasses. With all of the recent buzz about new ways the Internet can make our lives easier, it often starts to seem as if everyone is perpetually connected to the Internet. The world of online marketing certainly doesn’t refute this impression; these days, it seems that most marketing news revolves exclusively around Internet marketing strategies, be it social media, mobile marketing, or gamification. However, Internet usage may not be quite as universal as the online marketing bubble leads us to believe, and traditional marketing strategies, such as direct mail, may still have the last word. The Pew Internet Project has just released a new study (1), and its results may be surprising:

1 in 5 American adults do not use the Internet. 

As marketers, it is extremely important that we don’t overlook the segment of the population that does not use the Internet, because this segment is bigger than we often assume. What’s more, we often assume that those who do not have access to the Internet are perhaps not in the market to buy products. While Internet access certainly can be a class issue, not using the Internet does not necessarily equal zero purchasing power:

“Among adults who do not use the Internet, almost half said the main reason they don’t go online is because they don’t think the Internet is relevant to them”.

This means that a relatively large segment of our population is fertile marketing territory, but is not online. Enter traditional marketing strategies, such as direct mail marketing. Direct mail can simply reach more people than online marketing, even before we factor in other online hurdles like personalized search engine results, spam filters, website blocking, and more. Online marketing is clearly a very important aspect of any marketing mix, but there is a very real limit to its reach. Direct mail, on the other hand, can reach anyone with an address, and that is a much larger group than those with Internet access. For instance, one of the biggest and often most lucrative sectors of the globe is the elderly, and according to another survey from Pew (2), only “38% of U.S. adults aged 65+ now go online.” This is a low percentage, and it makes other means of marketing, like direct mail marketing, even more important.

If you limit yourself exclusively to online marketing strategies, you are automatically limiting the reach of your message. Traditional marketing strategies such as direct mail marketing are still around because they still have something to offer us as marketers; in this case, it’s a broader audience. The next time your business embarks on a new marketing campaign, don’t forget about all those non-Internet users out there, because they can be a valuable resource to tap into.

Don’t hesitate to contact US Data Corporation to find out what a direct mail campaign could do for your business.

Sources:
(1) http://www.eweek.com/c/a/Mobile-and-Wireless/One-in-Five-US-Adults-Does-Not-Use-the-Internet-Pew-448389/
(2) http://www.simplyzesty.com/social-media/older-people-online/
Image: digitalart http://www.freedigitalphotos.net/images/view_photog.php?photogid=2280

Direct Mail: 2012 Presidential Candidates Use Tried-and-True Marketing Methods2:26 pm

By Melissa Cober

2012 Presidential Candidates Use Direct MailPresidential candidates have a lot at stake when it comes to the success of their marketing campaigns, and it seems that, in the upcoming election, direct mail is still the marketing backbone that candidates turn to in times of need. Amidst accusations that mail has become obsolete, the 2012 presidential candidates’ marketing efforts paint a very different picture: Direct mail is a key component of every single candidate’s strategy. However, direct mail marketing is taking on a different face in this election, and that difference lies in the integration of direct mail and mobile marketing.

QR codes seem to be all the rage among direct marketers these days, and the presidential candidates are no exception. The key to success in direct mail marketing is, of course, audience targeting, and QR codes present a unique opportunity to personalize direct mail pieces. As each candidate reaches out to voters through direct mail, they are using QR codes to point those voters to political content about the issues that are most important to them or their community. This is marketing relevancy at its finest!

For marketers, the key takeaway here is that direct mail marketing is not headed for obsolescence; it is simply destined for further integration with other marketing venues. Technology is not replacing direct mail. Rather, it is giving customers, (or voters, as the case may be), a new means of interacting with direct mail, and giving marketers new potential for connecting with those customers on an even more personal level. If the 2012 presidential candidates are any indication of marketing trends, (and they should be!), direct mail marketing is alive and kicking, and technology is boosting its effectiveness.

US Data Corporation provides both direct mail marketing and mobile marketing services. Call us today at (888) 610-3282 to find out what an integrated approach to direct mail marketing could do for your business!

Image: chrisroll http://www.freedigitalphotos.net/images/view_photog.php?photogid=2140