Direct Marketing: 10 Key Strategies from List Vision’s 50 in 50
The best tips often are small actionable ideas that come in large doses. Such was the case at the “50 Direct Marketing Tips in 50 Minutes” session at the recent List Vision conference in New York. What follows is a highlight reel of some of the most applicable tips for catalogers.
1. Segment your search engine marketing (SEM) offers by geographic region. “People from different places often benefit from a different user experience,” said Kevin Lee, founder and executive chairman of search engine marketing firm Didit.com. There are a lot of customer characteristics that correlate with geography, such as income level or psychographics. The temptation in SEM often is to outbid your competition for a small pool of keywords, Lee said. Instead, try offer-segmentation strategies to outmaneuver the competition, rather than outbidding them.