When we started this column, we titled it, “Confusion Says”. Of course, it was a play on the words Confucius Says, usually the beginning of some thoughtful point of philosophy, some short and simple phrase from long ago, loaded with insight. Our Confusion Says column speaks to the confusion that exists in the world of marketing. Confusion has always existed in that world, but today the number of choices and subsequent directions are anything but short and simple. They are more confusing than ever before. We wanted to review the options and present the facts as they exist today.
What remains consistent is that, of every option you choose, it can succeed or it can fail. It is all dependent upon the development of the strategy and the execution of the tactics. ME is now in control as never before. ME has the ultimate channel changer, their keyboard and their mobile device. They will Like you, Follow you and Link up with you, but only if you ask permission and only if you have something relevant to say, something relevant to them that is. If that relationship works, they will buy from you. If that relationship fails, well, remember, it’s not ME it’s you.
Every channel we explored should be used dependent upon time and money. If only we had it all. As we reviewed in earlier segments, most should be used in concert with other channels. Yesterday, I watched an advertisement for Google on TV. A few days ago, they emailed me an invitation to use their services and several weeks ago they direct mailed me a printed promotion for these same services. Yes, even Google, a 14 year old multi-billion dollar highly successful company that is most noted as a search engine for web sites, even Google uses TV, direct mail and email to market its services. It integrates multiple channels. Now, the TV commercial has come and gone. The email is somewhere on my hard drive. The Direct Mail piece, well, that’s sitting right in front of me now – a constant, unobtrusive reminder of it, the other advertisements and, of course, the company. This is cross-channel marketing. It is what you need to do as well.
As we move forward and new information is gathered, we will provide you with what the industry has to say about all of these channels.
The confusion will continue. We will find the facts to sort it out.
Every generation has been able to lay claim to having fallen under the old Chinese curse, “May you live in interesting times.” The flux of social, political and economic changes over the ages have made life on this planet “interesting”. The wheel, the printing press, the combustion engine, the automobile, the airplane, the personal computer and the internet to name a few have all been disruptors, creators of “interesting times”.
Today, in the world of marketing and communications we live with more opportunities and yet more confusion than ever before. Opportunities because, as never before in the history of mankind, marketing can reach out to anyone anywhere and at any time. Confusion because no one single method of communication has proven to be the most effective and no one knows what method to use to obtain their objectives. So let’s explore the confusion…
Let’s pick one for today. How about Email Marketing? Email open rates are highest on Sundays, Tuesdays and Fridays. They are typically opened during the morning between 7:00 and 10:00 AM. 75% of daily social media users said email is the best way for companies to communicate with them. Yet, in the last half of 2011, overall email delivery rates were down 4.5% while B2B email delivery rates were up 6%. In summary, B2C delivery rates are dropping. Why? Well, better blockers, marketers’ sender reputations are deteriorating and consumer email overload. The answer? Become better at email marketing.
Next week: Becoming Better at Email Marketing