In this Mobile Marketer article, the story is not about e-commerce results for mobile ads but rather the traffic and sales that these ads can generate for the brick and mortar advertiser locations. Teamed up with Mobile Posse, the ad platform provider, Ace Hardware realized an excellent 18 percent click through rate. A subsequent survey of these folks determined they were 22 percent more likely to visit the store than those who hadn’t viewed the ad.
Jiffy Lube and Dairy Queen share success stories as well.
Categories: Products and Services
Tagged: ace hardware, click through rate, CTR, dairy queen, Jiffy Lube, mobile marketer, mobile posse
For newspapers, e-mail contacts are essential for both newsroom and advertising sales staff. There’s no e-mail 411, though, as there is for phone numbers. So what do you do if you want to reach someone electronically and you can’t find the address on their site? Here’s a blog post by consultant Walt Bristow that has some good ideas, and helpful sites and products. Some of this seems like common sense, but there are some excellent tips here too.
I’d also like to mention that there are plenty of times when contacting someone by e-mail during the day during the week without first picking up the phone is lazy, or could seem to be to the recipient. My preferred method, and the method that works best for me, is to call them first. I do this even if it’s after hours or on the weekend – IF I know that they don’t work out of their home. I then leave the message and say “I’m going to follow this up with an e-mail to provide you further details and so you can respond with the method that’s most convenient for you.” If I don’t know their e-mail address I say, “I typically follow up by email to provide more details, but I don’t know your address. If you would care to send me an email at. x@x.com I’ll reply by email with further info.”
Though I haven’t really counted I believe I’m accurate in saying that this approach results in at least 3/4 of respondents replying by e-mail rather than phone. It’s courteous – you’ve given them the option to reply as they wish – and it’s a duplication of contact without being rude. My e-mail subject is usually “Follow up to Voice mail.” So, why don’t I attempt a phone call after hours or on weekends to those who do or may work from home? It’s because that number may ring into their home, and you could be calling them at very off and very rude hours, and they may answer and they may be annoyed. I know from experience, as I’ve gotten calls at 4am or 10pm that woke me.
I would be remiss not to mention that I found this site and article because of a comment by Cheryl Schneider in the Writing Mafia LinkedIn group. e-mail clip art courtesy of Clker.com
Categories: How To
I just happened on this fascinating story about the history of one of Chesapeake Publishing’s newspapers, the Cecil Whig, in Elkton MD. It was founded in 1841 by Palmer C. Ricketts to promote the Whig political party. Today the Whig is one of the nation’s oldest newspapers, and the oldest newspaper on Maryland’s Eastern Shore still publishing under its original name.
Heralding itself as “Devoted to Politics, Agriculture, The Useful Arts, Literature and General Intelligence,” the Whig was published weekly in Elkton, Md., in a log cabin that had been used as campaign headquarters for William Henry Harrison.
The Cecil Whig also has a rather infamous history in that its founding editor shot and killed the editor of the rival Cecil Democrat in front of the Elkton Post Office in 1843. Ricketts continued to publish the newspaper from his jail cell as he awaited trial. A jury found that he had acted in self defense. In 1989, the Whig became a daily newspaper.
It’s just too bad that this fascinating tale was sooo hard to find on its site.
Categories: Events
There’s a lot of talk on the Internet this morning about an attempt by some prominent Internet associations to set up regulatory guidelines for behavioral targeting on the Web. The Interactive Advertising Bureau (IAB) is teamed with American Association of Advertising Agencies (AAAA), the Association of National Advertisers (ANA), the Direct Marketing Association (DMA), and The Council of Better Business Bureaus (BBB). The seven principles they’ve devised cause me to segue a bit here, to the issue of opt out. I’ve addressed this before and as I receive more and more e-newsletters and e-mails it becomes more of an annoyance for me. I can’t tell you how many publication e-newsletters or e-mail alerts I’ve signed up for (or perhaps didn’t but got them anyway) that don’t have an opt out link, or have one so difficult that I give up and just delete them as they arrive. Opting out is appropriate online behavior. Outbound electronic marketing products must include this.
MediaWeek has all the details of this ethics consortium and its proposed guidelines.
Categories: In the News · Marketing
Robin Good, who can always be counted on for helpful information on growing your Web presence, has a terrific article on the tools and tactics you can use to measure the link popularity of your Web site. Some of the products he talks about are free.
Categories: How To
Tagged: link, measure link popularity, Robin Good
