No doubt, this makes me an eccentric marketer and an odder ad guy, and casts extreme suspicion on my membership in the creative community.
Marketers are supposed to want to run their own empires – otherwise why spend all that money on a Harvard MBA and all that energy climbing the corporate ladder? Creative directors think the ideal client listens to their presentations, and then applauds. Ad agencies think their job is to please the target audience no matter what the client might think.
Jeff Pundyk, CMO.com
It’s a new year with new goals, and you have rededicated yourself to driving results. You are focused and energized. Head down.
Wait. With your head down, you just might miss the signs of change, the subtle shifts that signal that your customers are operating in a different way, that competition is coming from someplace unexpected, that the nature of your opportunity has changed.
Don’t blame digital. For B2B firms that view their online journals as a forum to host an open exchange with readers, the rewards are there. What’s more, the very tools used to create the exchange can be a rich source of data to help guide ongoing marketing efforts.
Whether you’re thinking in terms of “direct response,” “click-thru,” or “engagement,” camouflage — looking like something else that would naturally appear in the context and typically invite engagement, like a note from a friend in the email inbox — is typically a highly effective tactic.
The traditional role of the marketer is to influence buyers at the moments they are considering a purchase. But digital platforms and, more pointedly, social media have spread those moments over wider and wider areas, introduced unexpected advisers from unlikely sources, and managed to both contract and expand the consideration process, making it increasingly expensive for marketers to engage prospects and customers at the right times with the right message.
In my e-book, DIGITAL@speed, I included a brief guide to business cursing, explicating in hard language and a light-hearted tone the various ways in which deftly deployed common swear words can speed up a process.
Well, I’ll be damned! Now, the Obama Campaign has come out with another proven use of tactical swearing to improve results – the email subject line! The campaign learned that throwing out minor profanity such as “Hell yeah, I like Obamacare” got big clicks.
1. See What You’ll Look Like Old With Merrill Edge’s “Face Retirement”
We who email naturally worry about unsubscribers. We limit how much email we send for fear of wearing out patience and in the confident expectation of diminishing returns. That’s probably a good thing.
But there is evidence to suggest that, at least for certain brands, there is a better approach to optimizing email success. It comes down to sending as much as possible, while testing for diminishing returns. The Obama email team did this and found that, for them, there was no limit.