Marketing Pilgrim Published: “In Internet Marketing, It’s Never Just One Factor” plus 2 more

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In Internet Marketing, It’s Never Just One Factor
The Majority Rules: QR Codes Are Memorable
Email Subscribers ‘Can’t Wait’ to Open Deal Newsletters

In Internet Marketing, It’s Never Just One Factor

Posted: 13 Apr 2011 07:24 AM PDT

Have you ever tried to explain Internet marketing to a relative newcomer (or even a relative for that matter)? Once you start talking about the area that you specifically work in (SEO, PPC, social media, etc) you find you have to start to explain to some degree the other areas because none of the disciplines of the Internet marketing world exist in a vacuum. To truly understand the effectiveness of Internet marketing one has to look at the picture as a whole but as we can all attest to, that is easier said than done.

A new study from eMarketer (Note: There is no financial relationship between eMarketer and MP) discusses this very issue and helps to show just how critical it is to make sure that as marketers we are not relying to heavily on one metric to measure success or failure of Internet marketing efforts. A study from last year from iProspect and comScore is one reference point about the importance of making sure that messaging happens in many ways across many channels.

The eMarketer article states

"Most conversions occur as the result of long-term, complex interactions among a variety of ads and marketing channels," said David Hallerman, eMarketer principal analyst and author of the new report, "Integrating Search and Display: Tactics for More Effective Advertising." "However, even after years of research, some marketers still give more weight to the consumer's last click—often on search results, both ads and organic listings—than any other step in the purchase funnel leading to conversion."

Another interesting study referenced comes from late last year and it looks at what tools marketers are using to manage mountains of data that come from different areas. The trick is to see the relationship between the various efforts and the impact it has on marketing goals.

Attribution modeling done right takes an enormous amount of data from a wide range of sources over a period of time and unifies it into a tool that's useful both for analyzing what occurred in a campaign and for planning elements of the next campaign.

Considering that many marketers are using spreadsheets this can't be an easy process.

So how do you manage the various channels of a marketing campaign so they can come together like an orchestra to play one marketing song? Are you looking for more intelligent tools or is how you are doing it fine for now? Where do the available tools for marketers today meet or fall short of expectations?

The Majority Rules: QR Codes Are Memorable

Posted: 12 Apr 2011 02:06 PM PDT

If you believe the results of a recent survey by MGH, QR codes are making an impact on mobile users. Their new study says that “72% of smartphone users would be likely to recall an ad featuring a QR code.”

Nice results, but I’m not sure they asked the right question. It’s kind of like asking, “if you saw a pink elephant walk down the street, would you remember?” Okay, so QR codes aren’t as obvious as a pink elephant, but they do stand out because they’re new and perplexing. As we’ve discussed before, a QR code means nothing to the observer. They must interact with the code in order to see what it’s all about and how many people do that? Of the 65% of smartphone users who said they’ve seen a QR code, less than half have actually used one.

When asked if they’d like to use them, 70% said yes. Again? It’s the wrong question. If you ask me if I’d like to use a “hoobalblink” in order to get deals, I’ll say sure, why not. I have no idea what a “hoobalblink” is or how much trouble it will be to use it, but I’ll try anything once if it means saving money.

And saving money is the main reason people are interested in QR codes. Just look at the fancy chart.

Great information, except for one thing. Because QR codes can’t be read with the naked eye, there’s no way to know what I’m getting until I scan it. For example, today I scanned an internet coupon QR code and found that it was nothing but fraud detection for the merchant. So disappointing. I was hoping to find an additional discount or other hidden goodie. QR codes are excellent Easter eggs but only if there’s something sweet inside when you crack them open.

I have no doubt that consumers are more aware of QR codes. I’m sure they see them. I’m sure most people don’t know what they’re for and I’m sure even fewer people think what they got for their trouble was worth the effort.

QR codes could be the next big thing in interactive, mobile marketing. But right now, despite what these survey results imply, it’s just a novelty that hasn’t taken hold.

Email Subscribers ‘Can’t Wait’ to Open Deal Newsletters

Posted: 12 Apr 2011 12:29 PM PDT

I subscribe to a lot of email newsletters and there are several that I would greatly miss if I stopped receiving them. But I can’t think of one missive that I receive on a regular basis that I would say I “can’t wait” to open.

This is not the case with your average bargain shopper. According to a report compiled by eMarketer, more than half the people who subscribe to deal newsletters are excited to get them to the point where they “can’t wait” to see what’s inside.

I love shopping. I love deals, but really? Part of me wants to suggest that these people need a hobby, but the marketing part of me says, yippee! This is great news. And it gets better. Remember the concept of deal fatigue? Guess it’s not happening. . . yet.

The February 2011 survey found that US adult internet users subscribe to an average of almost three daily or weekly shopping emails or newsletters, and 56% of internet users subscribe to at least two of the emails.

What’s even more amazing is that of those who get several deal emails, 61% said they read all of them. That’s a lot of interested eyeballs and those eyeballs beget eyeballs, because the survey shows that all but 22% forward those emails to friends and family.

Sounds like it’s time to start contemplating the art of the deal.

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