Social Media Marketing

Attack Social Media Like a Direct Marketer
December 1, 2009

Social networking is certainly the rage today, but I'm advancing the theory that most direct marketers don't use it to its fullest capacity. A few weeks ago, I spent about four hours looking at Facebook sites for my favorite retailers, catalogers and online merchants. Many were good at initiating conversations and trying to build brand loyalty. Very few, however, followed the basic tenets of direct marketing by using that communication to either build their databases or encourage purchasing. Social networks are places to build community. But that can go hand in hand with marketing and selling.

Here's to Better Times Ahead
December 1, 2009

We've reached the final issue of 2009 for All About ROI, certainly a year most of us are happy to see end. As we look forward to a better 2010, I'm pumped that there are some positive signs out there showing a recovery is on the way. It may take a little time, but it's coming.

Growing Up With Under Armour
October 1, 2009

Today's teens have been inundated from their earliest recollections with advertising, be it on TV, online, in their favorite video games and movies, and the list goes on. To effectively sell to this generation of consumers, Under Armour studies what makes it tick. What are teens thinking about? How do they behave? What motivates them to purchase?

Don't Just Make Friends
June 1, 2009

Engagement marketing happens when people become a part of the product they're buying or consuming. Many marketers think it begins and ends with sites on which visitors create the content — Twitter, Facebook, MySpace, etc. They think a simple product mention on these sites will drive traffic and make their 
sales soar. But the evidence says otherwise.

Finding the Perfect Balance
June 1, 2009

This year's economic retreat actually stands to help Gaiam, a product and information services company with a heavy emphasis on sustainability, position itself for greater growth in the near future.