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Marketing effectively on the internet can be pretty tough.
Sure, search and email are awesome and, when done right, are two of the most accountable forms of marketing around. But ask about other forms of online marketing and you'll probably meet more marketers who aren't producing ROI (or who aren't even tracking it) than you will find marketers who are.
Spam. It's the scourge of the internet yet we just can't seem to get rid of it. The more sophisticated our defenses get, the more sophisticated the spammers become. The war on spam is the quintessential cat and mouse game.
And right now, it looks like the mouse is staying one step ahead of the cat.
Mark Patron has more than 20 years of experience in data-driven marketing, formerly as the MD of Claritas (now Acxiom) and, since 2006, as the CEO of RedEye International.
I've been talking to Mark about integrated digital marketing and the latest possibilities for behaviourally triggered email...
Almost 20% of email marketers in the US have no idea on the results of their campaigns as they are neglecting to track ROI, according to a new survey.
This echoes the findings of Econsultancy's recent Email Marketing Industry Census, which found that 42% of companies surveyed didn't know what kind of return they were getting from their email marketing efforts.
Just as the industry is getting used to the terms and conditions of "online video" it's time to split it up. Online video is headed for three distinct executions: online spots, email video, and online programming.
The evidence for this comes from several sources, most notably Goodmail's CertifiedVideo, which bowed this week. CertifiedVideo jumped the gate with AOL and Yahoo aboard and many entertainment brands carrying promotions as part of their email campaigns. It also became apparent at the ARF conference this week, that online video needs to be more closely defined.
Yesterday was, of course, April Fool's Day and the internet has created a rich environment for all sorts of April Fool's pranks.
After all, there are limitless ways you can trick, deceive and amuse online, making internet users a juicy target for April Fool's Day.
The UK's retailers still have plenty of room for improvement in their email campaigns and are not making the most of tactics which could improve their email ROI, according to a new study.
Marks and Spencer and H Samuel both performed well and scored 81 in the study, but both Somerfield and H&M need to improve, as they were joint bottom on 48.
Overall scores were down compared to last year's survey, with retailers failing on crucial areas like personalisation and gathering relevant information when customers sign up in the first place.
No secret that performance-based advertising is dominating internet marketing. But brands are still trying to find the right mix for all those performance options, email, and a rapidly declining display market.
According to IDC research analyst Caroline Dangson, the display market contracted by 7 percent in Q4 of 2008, and will continue to see decreased spending until the end of this year. With this in mind, several brands are trying to find some balance for all the advertising options available.
Online retailers are getting lazy, irresponsible, and are disregarding best practices when it comes to responsible email marketing, according to a new study from Return Path.
These dire findings were based on buying items from 45 online retailers, then monitoring their transactional and promotional message streams. These emails messages were then compared with messages received by registering for the same retailers' email programs without making a purchase.
A lack of measurement is still an issue for many email marketing campaigns, with almost half of companies failing to track their ROI from email.
Econsultancy's third annual Email Marketing Industry Census, sponsored by Adestra, found that 42% of organisations did not know what their ROI was from their email efforts, despite its proven effectiveness.
Are you getting less email these days? I am. And that can't be good news for email marketers. Is email beginning to wither on the vine?
By "less," I'm not referring to work email (if only!) or messages from marketers, but less of the type of email that added a little frisson to checking the inbox: fun, flirty, and conversational messages from friends, family, and objects of affection. That stuff is now flowing in through all sorts of other digital channels, of which email constitutes a smaller and smaller part.