Group items tagged

Direct response marketing is when you engage in some type of advertising or marketing effort which targets a market with an offer.  The offer is such that response can be measured.  Direct contact is made from the prospective customer to the marketer.  Many B2B lead generation activities fall into the direct response category. Direct marketing is when you target a named company, title, or individual with an offer.  Contact is made from the marketer directly to the prospective customer.  As with direct response, the offer can be a variety of things including attendance, discussion, communication, inquiry, etc.  And response can be measured.  In complex sales environments, direct marketing is closest aligned to sales and sales activities.

While there are many ways to set-up and manage online events, here’s what’s working well for us in our webinar programme: Weekly events at a fixed time slot (identified through a user survey). Limit events to one hour (timeslot identified through user feedback). A few minutes introduction, followed by a main presentation of 30-40 minutes and 15-20 minutes of questions. Strictly time manage the event (punctual start, completion on time). Beware of time zones - we usually have participants across 10 to 15 timezones. Limit sound to host and speakers. Participants can chat only (handling 100 sound cards & microphones online does not provide a good webinar experience). A chat pod allows participants to introduce themselves at the start of the event. A second chat pod allows users to submit questions. Questions are addresses one at a time at the end of the presentation - never during the presentation. Before the event, speakers are briefed on the use of the Adobe system and a protocol for the event is agreed. After the event, we circulate slides, the link to a recording, an answer to a question not address. There are so many ways to keep users engaged, and gradually build a vertical community around the topic of the webinar.

Here is an example: User tracking for month ending 12/31/07: Action Desired step % completedLogin Log in in to site 15 times 10% Engagers Log in 6 times 15% Underachievers Log in 2 times 35% Nomads Log in 0 times 40% Slackers

Content marketing is the technique of sourcing, creating and distributing relevant and valued content to attract, acquire, engage and enthuse a clearly defined and understood target audience with the objective of driving profitable customer behaviour.

According to David, blog participation is ranked from 0 to 3, Unengaged to Fully Engaged. On behalf of the business-to-business word, I would like to propose an intermediate, fifth level, and a very populated one at that. Level .5.