When used judiciously, webinars can be a highly useful marketing tool. In a report last July, MarketingSherpa listed webinars as having the highest level of effectiveness among B2B marketers. This is significant, considering that it ranked ahead of web pages, white papers and newsletters. Yet if you read many of the comments about webinars, the general public has a decidedly different opinion on its effectiveness. The complaints go something like this: webinars are overrated; it’s easy to zone out or be distracted; presenters are self-absorbed; there is a gap between what is promised and what is delivered. Why is there a difference of opinion between marketers and the general public when it comes to webinars?
December 31st, 2013Comments Off on 10 Best Practices to Make Your Webinars Awesome, Webinars, by Dan Schaefer.
December 28th, 2013Comments Off on How Retailers Market Online, Marketing Tools, by Dan Schaefer.
Retail sales for the 2013 holiday season in the U.S. are estimated to be slightly over $600 billion while e-commerce sites are estimated to see about $82 billion. It is interesting that e-commerce is up about 13% from last year, whereas retail was up 3.9%. Measured in gross receipts, e-commerce holiday sales are far less than retail, but it is maintaining more than three times its growth. This trend began several years ago and is likely to continue.
December 24th, 2013Comments Off on Why Email is Still Relevant in 2014, Email, by Dan Schaefer.
Email is the oldest form of online social media, and it’s not going to disappear anytime soon. Though you may be tempted to marginalize email in your 2014 marketing campaigns and focus on social media instead, be warned: There are still over twice as many email user accounts than Facebook accounts. In fact, the number of email users is virtually the same as the number of Internet users. The bottom line is that email is here to stay for the foreseeable future, and it should still figure prominently in your 2014 marketing campaigns.
December 20th, 2013Comments Off on Translate Your Marketing Material for International Sales, Marketing Tools, by Dan Schaefer.
Translating your marketing material to a different language may seem like a simple task: find a translator, submit documents, receive translated documents, and publish. But marketing material appeals to human emotions, and emotions are not easy to capture with words in your own language, let alone a language you don’t understand. The bottom line is that you’re not simply translating the words; you’re translating emotions, so a simple literal translation is almost always insufficient.
December 8th, 2013Comments Off on Streamlined Email, Marketing Tools, by Dan Schaefer.
(Note: This article has been published on the Business 2 Community website) Email is one of the oldest and most successful of all Internet applications. Over the course of the last two decades, email has virtually replaced snail-mail as a way for businesses to keep in touch with their customers. But email in-boxes are overstuffed, so it’s difficult for marketing messages to break through the noise. This article discusses a new email streamlining technique under development and suggests how marketing managers can take advantage of it.
December 4th, 2013Comments Off on Marketing and the Promise of Big Data, Big Data, by Dan Schaefer.
(Note: This article has been published on the Business 2 Community website) The integration of marketing and technology is changing many marketing departments’ modus operandi. Technology has brought a whole new way of thinking about marketing, as it creates a new thought paradigm motivated by the abundance of data and the ability to process it. Those that embrace this new paradigm are likely to make better, more efficient and productive marketing decisions. Contrarily, those that are slow to adopt will get caught flatfooted by their competitors. This large abundance of data is what is commonly referred to as, “Big Data.” To quote Wikipedia, “Big data is the term for a collection of data sets so large and complex that it becomes difficult to process using on-hand database management tools or traditional data processing applications.” From a marketing perspective, big data holds the promise of processing large amounts of data to facilitate intelligent decisions based on correlations discovered in customer behavior. Some marketing managers may balk and hesitate to embrace the promise of big data. Their reasons may be based on the sense of being overwhelmed by the scope of the problem. For example, where do you get the data? And how do you differentiate the important data from the superfluous? And once you have the data, how do you analyze it? And finally, how should this analysis affect future marketing decisions?