32561 0 3 econsultancy_xml <p>I <em>am</em> addicted to these 'lines' though, I admit it! The traditional marketing paradigm of a horizontal line separating advertising and direct marketing is now better described in the digital era as a vertical line. </p> <p> <em>Acquisition</em> is on the left, <em>Retention</em> is on the right and line between them is the point of <em>Conversion</em>. I've <a href="/blog/2201-the-end-of-the-line">blogged on this before</a>.<br /><br />The 'Habit' reference was about breaking the cycle of acquiring the same customer over and over again. </p> <p>This, like any good drug habit, is easily addictive but damaging to the (financial) health of any company (except of course the media owner providing the customer acquisition). </p> <p>The Steps (all seven of them) outlined the actions you can take to ensure customers come back for more - without Google or your affiliate marketing company's intervention.<br /><br />Thinking about it, if you consider the low cost, high ROI and 'turn on a pin' qualities of email marketing, addictive tendencies are likely to manifest themselves in digital marketers everywhere.</p> <p> <strong> <em>Michael Weston is the MD of </em> </strong> <a href="http://www.silverpop.com"> <strong> <em>Silverpop</em> </strong> </a> <strong> <em>.</em> </strong> </p> <FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph>I <Quote>am</Quote> addicted to these 'lines' though, I admit it! The traditional marketing paradigm of a horizontal line separating advertising and direct marketing is now better described in the digital era as a vertical line. </Paragraph> <Paragraph> <Quote>Acquisition</Quote> is on the left, <Quote>Retention</Quote> is on the right and line between them is the point of <Quote>Conversion</Quote>. I've <Link URL="/blog/2201-the-end-of-the-line" Window="Self">blogged on this before</Link>.<LineBreak /><LineBreak />The 'Habit' reference was about breaking the cycle of acquiring the same customer over and over again. </Paragraph> <Paragraph>This, like any good drug habit, is easily addictive but damaging to the (financial) health of any company (except of course the media owner providing the customer acquisition). </Paragraph> <Paragraph>The Steps (all seven of them) outlined the actions you can take to ensure customers come back for more - without Google or your affiliate marketing company's intervention.<LineBreak /><LineBreak />Thinking about it, if you consider the low cost, high ROI and 'turn on a pin' qualities of email marketing, addictive tendencies are likely to manifest themselves in digital marketers everywhere.</Paragraph> <Paragraph> <Emphasis> <Quote>Michael Weston is the MD of </Quote> </Emphasis> <Link URL="http://www.silverpop.com" Window="Self"> <Emphasis> <Quote>Silverpop</Quote> </Emphasis> </Link> <Emphasis> <Quote>.</Quote> </Emphasis> </Paragraph> </FormattedContent> 2008-05-30T11:52:00+01:00 0 1 econsultancy_xml <p> <strong> <em>"Engagement Marketing: Strategies for Conversion and Ongoing Customer Retention"</em> is what it said in the programme. </strong> </p> <p>It sounded safe enough, but as I delivered this presentation at Internet World last month, I wondered if the subject headings on <em>Lines, Crunch, Breaking Habits</em> and a <em>7 Step Programme</em> (combined with some slightly edgy last minute PowerPoint images) were starting to make it sound more like a discourse on drug rehabilitation than on email marketing!</p> <FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph> <Emphasis> <Quote>"Engagement Marketing: Strategies for Conversion and Ongoing Customer Retention"</Quote> is what it said in the programme. </Emphasis> </Paragraph> <Paragraph>It sounded safe enough, but as I delivered this presentation at Internet World last month, I wondered if the subject headings on <Quote>Lines, Crunch, Breaking Habits</Quote> and a <Quote>7 Step Programme</Quote> (combined with some slightly edgy last minute PowerPoint images) were starting to make it sound more like a discourse on drug rehabilitation than on email marketing!</Paragraph> </FormattedContent> false 2478 <p>For further information about email marketing, download Econsultancy's <strong><a href="http://econsultancy.com/reports/email-census">Email Census</a></strong> (based on a survey of digital marketers) and the <strong><a href="http://econsultancy.com/reports/email-marketing-buyers-guide">Email Marketing Platforms Buyer's Guide</a></strong> (particularly relevant for the UK market). See also the <strong><a href="http://econsultancy.com/reports/email-marketing-statistics">Email Statistics Compendium</a></strong>.</p> <p>For further information about email marketing, download Econsultancy's <strong><a href="http://econsultancy.com/reports/email-census">Email Census</a></strong> (based on a survey of digital marketers) and the <strong><a href="http://econsultancy.com/reports/email-marketing-buyers-guide">Email Marketing Platforms Buyer's Guide</a></strong> (particularly relevant for the UK market). See also the <strong><a href="http://econsultancy.com/reports/email-marketing-statistics">Email Statistics Compendium</a></strong>.</p> 365712 Breaking the email addiction false 2008-06-12T10:38:00+01:00 breaking-the-email-addiction 2009-04-28T23:10:15+01:00 2009-10-13T09:40:24+01:00 286