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Marketing Insights

Direct Mail Survives in Spite of The Odds

Posted by Karen Kerski

How many times has it been said that postage rates, PPC, or another marketing innovation will finally kill direct mail? USPO hasn’t helped their business either. Steadily increasing postage rates, the US Post Office has done a great job on their own to try to kill direct mail.
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Topics: Advertising, Marketing, direct mail

Are you really paying attention to your brand?

Posted by Karen Kerski

I was driving home and, sadly, was behind a slow driver. I was tired, hungry and wanted to get home as soon as possible. That wasn't possible with the slow, weaving driver in front of me. His weaving made it evident that he was not putting his full attention to the task of driving. He was driving slower than the posted speed limit, so he wasn't reading signs.

I realized that the driver's lack of attention to road signs was like a company so intent on daily business that it missed signs that its brand was loosing its position in the marketplace. Weaving to respond to daily pressure of  deadlines and distractions takes focus off of the target of managing brand positioning.

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Topics: Advertising, Branding, Marketing

Marketing and How Older Adults Use The Internet

Posted by Karen Kerski

People hate change.

Seniors for the most art have been slow to adopt technology. Research has proven time and again that we all dislike change unless we instigated it. It began with changing classes, changing schools form elementary to high school, fear of the unknown and feeling foolish tempers our behavior.

According to a recent report from Pew Research Center, though seniors are slow to adopt technology compared to younger adults the number of seniors using smartphones and tablets is growing.

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Topics: Online Marketing, Advertising, Marketing, Mobile Marketing

3, 5, 7 Rule of Email Marketing

Posted by Karen Kerski

I have written and frequently speak to clients about my 3 seconds to capture rule. It is the same for email, three seconds to get them to read. Consider that on average a person is exposed to 1500 to 3000 messages a day between email, internet ads, TV and radio. People can skip TV ads if they record shows. We also switch stations to avoid ads. Walking down a cereal aisle the only cereal that pops out is one which appeals to you if you are there to buy cereal.

Consider your own behavior.

Don't we all complain about the volume that is delivered to our in box like we use to complain about posted mail. Similar to receiving printed correspondence delivered by your post person, you scan through the mail and throw much away with out opening. Direct mail higher open rates come from self mailers. Self mailer is not in an envelope, like a post card, the message and visuals are exposed to recipient. The subject line has the power to convert like traditional self-mailers. Both are powerful tools for an inbound marketing campaign.
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Topics: Online Marketing, Advertising

2 Changes you must make to your company Facebook page

Posted by Karen Kerski

March 10th Facebook announced an update to the look of Facebook company  pages. Some businesses have already updated to the new look. It is your option to do it early or wait until Facebook converts everyone’s business pages.

The Admin Panel has updates providing relevant details up front. You can dive deeper into the metrics just as before.

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Topics: Online Marketing, Social Media, Advertising, Marketing

Wow – someone paid for that advertising!

Posted by Karen Kerski

Being in the ad business I can’t help but watch TV ads with a critical eye. Who is the target? What is the brand? Does it have the emotional tug to convert a sale? In short, is it effective? I try to figure out the company the ad is for before they reveal it. Some companies do a great job advertising and others leave you wondering – do they really know their audience, what company was that for? I have found myself wondering when the product advertised is for women if the ad was created by a man, because they totally missed the USP and audience pain motivator.

Speaking of branding…

A great example is Target’s original TV ad campaign and it’s evolution over 2 years. They began showing the target symbol with their name. The advertising had a consistent style of photography and rhythm. Over a year’s time they evolved and dropped the word “Target”. This was possible because of the consistent style of video but also length of time they ran the ads had impressed their image on all consumers so they intuitively knew the brand before the target symbol was shown at the very end. Eventually, the target symbol was all that was needed. Their success was evident when competitors started mimicking their style of TV ads.

Old school ad men would be horrified that the brand was only shown at the end like an exclamation point. Rules of advertising would have you show the logo frequently in one spot. But rules are fluid and when an ad is done well it is memorable.

Bad ads are memorable for a different reason. Or they don’t make an impression at all. Either way, a bad ad is an expensive mistake. What do you think when you notice a bad ad, print or TV?

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Topics: Online Marketing, Advertising, Branding, Marketing


Posted by Karen Kerski

Let’s face it, managing your business marketing is not for the faint of heart. Setting realistic goals for on-line marketing is difficult with Google’s constant changes that affect page rankings.

If you’re wondering how you will know if your investment in SEO, PPC and/or Social Media is paying off, you are not alone.

It doesn't work to "wing it." Consider adding a technology tool that provides a reporting dashboard showing the ranking of your keyword at the start of the campaign and the current ranking, providing concrete evidence of your campaign’s progress. You can expect to see an increase in traffic to your site as the rankings of your targeted keywords improve.

Sending traffic to a website with a paid search (PPC) campaign is easy. And it’s great to see that big surge in traffic. Remember though, you are paying for every visitor delivered by the PPC campaign so you want to be sure that you’re getting quality traffic, (i.e. visitors that are likely to take action when they land on your site).

Besides finding the best keywords and writing compelling ads, there have to be goals to measure the campaign and compare you different ads.

What do you want the campaign to do for you?

Without a goal you cannot measure cost per click. You could just use Google analytics to measure your campaign. It tracks traffic, most visited pages, pages visitors stay on longest and can be linked to your Google PPC campaign to provide. It even offers keyword suggestions. But there is so much more you can learn about your website if you capture information about those visitors that Google cannot provide.

Testing ads and landing page effectiveness is critical to getting the most of your PPC budget. The dashboard we use lets us see which are working better than others over time. It is easier to do A/B testing and revise strategy, keywords and copy content of ads and landing ages to get the best results. If you have a large budget allocated to web marketing (PPC and social marketing) and you feel you have hit the ceiling you need to consider using a program like Hubspot or Optimize to manage your inbound marketing.

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Topics: Online Marketing, Social Media, Advertising, Business Management


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