Posts Tagged ‘Multi-channel marketing’

Google is the marketing version of the “closer”

March 31, 2008

As 2008 baseball seasons opening day has arrived, I feel it’s appropriate to link baseball and Google together. Many people give Google so much credit for being the ultimate direct marketing tool and greatest ROI marketing tool there is. Many of them are correct, but for Google to be that effective, it needs a mass audience to increase their awareness enough to go online and purchase. I see Google as the closing pitcher in a baseball game and other mass media as the starting pitcher and middle relievers who do a lot of the legwork, sometimes only facing one batter only to hand the ball and the “save” to the closer.

TV, radio, print, direct mail, display advertising, and all other mediums are the starting pitchers and middle relievers that do so much work to get the team in the correct place to bring in the “ace”. This for marketing in may eyes is Google and Yahoo. The mass mediums drive awareness and brands through the heads of individuals and when they are ready to learn more or buy online, Google is there to save the day.

Brands must make sure they have a strong closer (search campaign) to compliment their Cy Young (traditional media). They must also utilize technology to evaluate the starting pitcher and middle relievers to see their effect on the overall success, and not just give 100% of the credit to ace Google.


Housing Market Crisis? Ads defy reality? Poor Website Sells

January 28, 2008

A recent TV campaign by the National Association of Realtors driving viewers to the web is trying to say that the market is a great time to buy. The facts they are using in their “wealth” calculators on the site are most likely dominated by the huge increase in housing values over the past few years, which skews results. The sad thing is, I am fine with the ‘marketing’ as they are Realtors (even though I tend to dislike, as the only interest they have is their own. They get their commission and don’t care about buyer or seller) and need to try and find every angle to get people to buy, but their site is terrible. They do also kind of sell the idea that real estate is a get-rich idea, which I’m hesitant to agree with.

If you are trying to get people to buy a new house in this market, my hunch is that the twentysomethings are not who you should target. They need to speak to people who are in their 30’s and 40’s who have equity in their house and willing to “trade” up in this rough time. They will most likely not get the same premium on their home as they would have been able to see a couple years ago, but the exchange is they won’t be paying the premium on the upgraded house either, thus equalling out (if stress of selling and buying in this market is “equalling”)

So, if you are speaking to that market, don’t make their eyes hurt. The site has so much information crammed above the fold its hard to read. They then use Rovion or some other site “spokesman” technology as a lady walks out and begins talking. They really should make it clear what they want the user to do, take a hint from Steve Krug’s book “Don’t Make Me Think”. As dumb as it sounds, its true. We are lazy when we go online. We don’t want to have to work to find info, we want the site to tell us what to do next.

The site is trying to sell in a rough time, and I don’t think it even does a good job at selling as the print is so small. I would love to see a clickmap overlay on this page, and a heatmap study to see where eyeballs go, as there is no clear call to action for my next action. This campaign just seems to be getting off on the wrong foot overall.

Marketers & small confidence in multi-channel tracking

January 25, 2008

A recent interactive report from Sapient shows that marketers have concerns about multi-channel tracking and most of it is around social networking. I know the article was geared towards interactive, but I want full multi-channel tracking ability to include offline and online. Companies such as Omniture and Web Trends have done amazing things with online trackability, but as a CMO, I would be demanding that I know what offline advertising is doing to increase bottom-line and how it effects online.

Direct response marketers that use TV, print and online need to push harder on the analytics companies to make them begin to look at the big picture. As the word interact was originally used, I see TV and print as an interactive medium when pushing to the web. If a company wants to run a Super Bowl ad, they should be able to track success from several measures. They should use vanity url’s to try and capture the success, but they should also look at search volume, and traffic to a corporate site as well.  I am sure we are all guilty of forgetting a vanity url and using the corporate or submitting a query to Google.

I am glad to see people have concerns on multi-channel marketing as this will drive to better reporting, I just don’t want them to sell themselves short and not demand “true” multi-channel trackability.