Developing A Multicultural Marketing Strategy

Just like America itself, the American economy is now made up of many different cultures, backgrounds, ethnicities, and religions. The same people who made America the great melting pot are now contributing to the American economy. For businesses across the nation, this means that change is coming.

Creating products and services strictly for "red-blooded American"Ě as well as exclusively marketing to them is no longer an option. There are Latinos, Native Americans, Asians and a variety of other cultures that deserve to be marketed to directly, as well.

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What Your Twitter Profile Really Needs

Donít be surprised when I tell you this, but Twitter isnít just about the tweets. People might be sending millions of messages every day, using trending hashtags, and talking about their feelings, their businesses, and their lunches, but thereís something else Twitter has that needs to more emphasis.

Lawyers that rely on Twitter to increase their brand awareness and even find some new clients should especially pay attention to this article because they might be missing a major component of their Twitter accounts: their profile!

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How Remarketing With Google Can Help You Grow Your Business

If you own a business or a company you probably know how hard it sometimes can be to increase your sales and reach a wider range of potential customers.

But with the internet becoming more and more profitable when it comes to advertising it isn't hard these days to max out your revenue if you know how to do it. This article will focus on Pay Per Click Advertising (also known as Remarketing) and to what extend your business can benefit from it.

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Why Don’t New Zealand Businesses Dig Social Media?

Social media has proven to be an effective tool for marketing and communicating with consumers all over the world. Consumers in New Zealand are following the trend as significant numbers of potential customers are turning to social media.

The problem is that the number of businesses in New Zealand which use social media has decreased. So what New Zealand businesses are effectively telling their customers is that they don't want their money.

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4 Innovative Ways Amazon Recommends Products

Anyone in sales or marketing, and especially anyone who is trying to build a successful ecommerce site, can learn a lot from Amazon.com. What started as nothing more than a website that sold books, has now grown to be the largest ecommerce site in the world. Since Amazon's introduction on the web in 1995, many Internet e-commerce sites have patterned their business models and strategies around this one company.

It's safe to say that Amazon is definitely doing something right. Among many things that Amazon definitely does right, including their large selection, good prices, and amazing customer service, is their recommendation process. They have created an amazing recommendation algorithm that helps them to recommend very relevant products to their online shoppers.

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Facebook: 5 Deep Steps Guide to Creating Killer Facebook Ads Campaign

If youíre like many search marketers, you've likely dipped your toe into the waters of Facebook marketing. Now youíre ready to take it to the next level and explore more of the opportunities offered by the social network giant. The good news: itís still fairly early in the game, and there are bargains to be had by savvy marketers.

Letís set the scene. Where is Facebook as a marketing platform today? A recent Webtrends survey found click through on Facebook averaging 0.05% and average cost-per-click at $0.49 last year. Meanwhile, Facebookís top advertisers have increased their spend tenfold in the last couple of years. Facebook is starting to go mainstream among marketers.

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Direct Mail Or Email Marketing – Which Is Best For You?

License: Creative Commons: image source

Have you reached a marketing “fork in the road,” as the U.S. Data Corporation Direct Marketing Blog calls it? There are pros and cons to direct mail and email marketing, and a business must analyze its audience, marketing budget, and preferences when deciding which path to take.

Is Direct Mail More Effective?

Although it is definitely more expensive than email, studies have shown that people are much more receptive to direct mail than email marketing. This may be because consumers like to check their physical mailboxes and have something tangible in their hands, especially when making buying decisions. There is also less competition with direct mail, as many marketers use other methods, including email, social media, and cold-calling, and consumers receive much less direct mail than they used to.

According to Direct Marketing News, a December 2011 survey conducted by the marketing firm Epsilon found that 50% of the respondents preferred direct mail to email in almost every category surveyed. The reason might be that 65% of those surveyed felt that they are getting too much email, and the sheer volume of email messages received is decreasing the medium’s effect. Seventy-five percent of those surveyed by Epsilon admitted that they get a large number of emails that they never take the time to open. The study also found that 25% of all U.S. consumers believe that direct mail is more trustworthy than email.

Email Still King, According to Harvard Business Review

Email marketing has its champions too. The Harvard Business Review reported in August 2012 that while direct mail costs more than $600 per 1,000 pieces, there are relatively fewer direct costs associated with email marketing. Although a direct mail piece is a self-contained bit of marketing, an email message allows the recipient to do his or her own research, thanks to electronic links. By clicking on these links, consumers can view a business’ products and services, read customer reviews, access white papers, and even put products in online shopping carts and hit “purchase.” All from one little marketing email.

There is also evidence that email marketing garners greater return on investment (ROI) than direct mail.

Now for the Cons

The main drawback to direct mail marketing is the expense associated with it. The response rate from a mailing depends on a variety of things, and an average response rate can be hard to predict. Factors that determine the success of a direct mail campaign include the product or service being marketed; the skill of the copywriter who developed the copy; the offer and the way it is presented to the consumer; company, brand and product recognition; the time of year the campaign is being run; and the country’s general economic conditions.

Email also has some negatives, including the laborious process required to sort through sometimes hundreds of messages each day. They must be relatively short to be read, limiting a marketer’s ability to creatively tell a story. If you write a compelling sales letter, readers will usually stay engaged, whereas people often sign up to receive emails only because it is part of a promotion, for example, to receive a discount on a product. Email is inexpensive, which is a pro but also a con, because its low cost also makes it a favorite of spammers.

What About Using Both?

Using both direct mail and email marketing has its advantages. According to Direct Marketing News, response rates can increase dramatically when direct mail and email are used in combination with each other in a multichannel campaign. Things to consider when running a two-ply campaign include making your email and direct mail branding consistent, knowing how to time your mailing with followup emails for maximum effect, and assembling your list to include both postal and email addresses. Direct mail and email have to work together, and they should be evaluated that way also. Read more


Is It Safe For Your Child To Use Social Media? Yes Or No?

Aside from moving to a remote part of the country and homeschooling your children, itís next to impossible to shelter kids from the dangers of living in modern society. Itís becoming increasingly common for toddlers and even newborns to have social media profiles even though they are too young to read and write!

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The Copywriter’s Sales Pitch

Sometimes the hardest part about being copywriter has nothing to do with writing in the first place. Sure, it can be hard remembering the correct usage of the semicolon, but the job gets even trickier when itís time to close a sale.

Copywriters are trained at communicating with people through beautiful words, graceful sentences, and effective punctuation. But when it comes to phone calls, in-person meetings, or even emails, we can be at a loss. I mean, we were English majors for crying out loud Ė not business majors!

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Media Savvy – The Pluses And Minuses Of Using Facebook To Promote Your Event

If you are organizing any kind of event that needs publicizing then you would be a fool not to use social media. Use of social media such as Facebook, Twitter, My Space etc is a brilliant way to reach your target audience, and having people share your event on their timeline is a great no-cost way to spread the word about what you are doing.

What type of event can I promote?

Basically pretty much anything you like – concerts, literary readings, parties, functions, happenings, balls, charity events, discos, dances, club nights, art exhibitions, plays, sales, fund raisers and even demos – the list is endless.

How it works

All you need to do is make a Facebook event page. Make sure you have your date, venue and time right and then you can start inviting your friends and make sure you ask them to share it with their friends too.† You can also add links to your website.

If you make your event public and use key words that someone might look for (e.g. poetry) then your event will come up when people search for events too. It helps if you have made a Facebook group or page for your organisation – then you can add the event to the organisation’s page and send an invite to everyone in the group as well as to your friend’s list. You can also post links to your event on your wall.

What not to do

There are things you should avoid when making a Facebook event if you don’t want to annoy people and have them opt out of ever receiving events invites from you again. The biggest no-no is sending a blanket invite to everyone on your friends list. We have all received those annoying invites to events at the other side of the country or even on another continent – it’s just not going to happen. Sending indiscriminate invites is tantamount to spam and should be avoided at all costs. It may seem tedious but target the audience that you think might actually be interested in the event and those who live nearby – unless of course it is a wedding or special party.

Avoid the escalating party situation

If your event is a small affair like a party you might want to make it invite only and opt out of allowing people to share the event with their friends. We all remember the story about the boy whose house was wrecked because someone posted his party on Facebook.† The general rule is for public events where you want to sell tickets allow friends to invite friends but for small private events make it so you only you can invite people.

The bigger picture

Of course however good your online promotion is you will probably want to back it back with some real world promotion too. Posters, adverts in listing magazines and the local press, local radio listings etc. are all good ways to increase the visibility of your event.

And beyond…

If you get really good at organising events in your local area you might want to consider taking it up as a career. Read more