The Director of Marketing owns all marketing-related activities and is responsible for identifying, implementing, managing, and analyzing all marketing initiatives for Compendium Blogware. The primary function of this position is generation of qualified sales leads.
This is a fast-moving, high visibility role. The ideal candidate is both creative and analytical, and welcomes the opportunity to continually set goals, measure against those goals, and adjust. As a company, Compendium has set aggressive lead generation goals for 2008. This individual must roll up his or her sleeves and and help drive the business.
I wanted to give this group a heads up that I've come up with a "Top 10 Trends in Corporate Blogs" for 2008.
I'll presenting this in a webinar on January 31st 2008. If you are remotely interested in Corporate Blogging strategy for the coming year (as least as I see it), please register for the webinar on the Compendium Blogware site.
E-mail Faces Deletion: Web 2.0 applications such as Twitter will unseat simple electronic mail as the No. 1 business communications tool. Pro or con?
I thought Scoble made a great case in favor of some of the Web 2.0 technologies that do in fact help overcome some of the weaknesses in email. Obviously, since I'm now in the Corporate Blogging Software business, I feel strongly that technologies like Blogging have a strong place in any Corporate Marketing Mix. The debate continues in both Scoblizer and in the blogs of folks such as Lisa Barone over at BruceClay.com.
In full disclosure, I was a co-founder of ExactTarget and as such have a vested interest in the success of email.
My point goes to support Scott's comment on "Inbox 2.0" and is driven from relevance and data.
The problem with email through out it's history is the abuse by organizations who looked at the medium as "Cheap Paper".
In that light, these people replicated an broken Reach & Frequency advertising model by applying those same Mass Marketing tactics to Email.
This is changing quickly. The beauty of email as a marketing tool is the ability to leverage data and deliver the right message to the right people at the right time.
I may be brand-loyal to Goodyear Tires, but their product isn’t the type for which I would subscribe to their RSS feed or visit their site very often. If they want my business they have to
recognize who I am and the best time to send me any communications. To be
successful they have to pay attention to me. Know how I buy. Know when WINTER COMES where I live. Or how many miles I’m likely to drive so they can send me the right product reminders...the sort of thing that can be done brilliantly with the right combination of strategy, creativity, email & data.
Beyond face-to-face or the telephone, email is the only way to have a dialog, an actual one-to-one conversation in a medium that is almost universal.
It's been abused for sure...but the profits from email abuse are diminishing....and market forces are driving email marketers to become much more timely and relevant.
Contrary to what you might be thinking, this blog is not dead :-)
As I've mentioned, I started a new company, Compendium Software. We are open for business and happy and excited to demo our new Corporate Blogging Software to anyone who would like to see it. Just send me an email email@example.com
I'm also actively blogging on Blogging Best Practices and the many benefits of Corporate Blogging on my Blogging Best Practices Blog.......Geeze; a little keyword stuffing there?? lol
Anyway, Check it out and don't give up on this blog yet....we are going to reignite it soon.
With that in mind, I decided to see how retailers do when it comes to injecting humanity into their emails.....
Okay, so how human are retailers? Not very. By my estimation, about one
in six major online retailers tracked via RetailEmail.Blogspot
regularly has a person with a name telling subscribers something. That
was my threshold for being human — the person needed to have a name
that was mentioned in the email. So models don’t count, and copy that
sounds very conversational doesn’t count, either.
There’s an even smaller group of retailers that almost always has a
human voice in its emails. That group consists of the Sportsman’s
Guide, which always carries a folksy message from Gary Olen, the
founder of The Sportsman’s Guide; TigerDirect, whose emails are signed
by Carl Fiorentino, the very enthusiastic president of TigerDirect.com;
and Crutchfield, whose emails are signed by Bill Crutchfield and
regularly feature pictures of staff members with products.... Read the entire post here
....Although email marketing is embraced by 93% of marketers, emails are
still not up to standards. In Forrester's annual review of email
programs only one of the 63 reviewed passed our test, mostly due to
lack of customer centricity.
Generic blasts of email newsletters, too often the online relationship
marketing silver bullet, are not dialogue-building tools. Nor is simply
substituting emails for direct mail the right approach. Forrester
recommends building email conversations to guide customers through the
consideration and purchase cycles.
Relationship marketers can use their data skills to understand how and
which consumers are using social media and in which way — and then
tailor tactics for reaching them.
I wanted to introduce you to another great email blog...RetailEmail.Blogspot. And NO, I'm not just plugging them because the liked my book...
What's cool about this focus is it's specifically looking only at Retail Email and pointing out what they do well or poorly. Good specific examples....
Over the weekend I was reading Chris Baggott’s newly released book Email Marketing By the Numbers: How to Use the World's Greatest Marketing Tool to Take Any Organization to the Next Level.
One of the things that got me thinking was the advice “Be human.” Chris
says, “People don’t fall in love with institutions… Your chance of
landing in a great relationship increases exponentially when you show a
human side.” I think Crutchfield does a particularly good job of doing
this, and this email is a perfect example. Not only does Crutchfield
have a little note from Bill Crutchfield in every email, they regularly
feature pictures of staff members and customers in their emails. This
email also includes an article on how to take better pictures with your
digital camera. Providing advice and customer service is extremely
human. Although many major online retailers are adopting this way of
thinking, there are still quite a few that would rather hide behind
their product assortments and continue to engage in faceless mass
marketing. Read More....