A tremendous shift is taking place in online advertising right now. Google is pushing its display capabilities to new levels, Project Devil at AOL is bringing art back into advertising and organizations like the Interactive Advertising Bureau are pushing the industry to innovate with new ad formats. However, regardless of creative execution, the holy grail of advertising is the ability to reach the right person with the most relevant story — whether it’s through rich media or custom sponsorships — at the right time. At the end of the day, ads have one simple goal: to influence and drive purchases.
Lunchtime wouldn't be nearly so fabulous for budget-conscious fashionistas if it weren't for Alexis Maybank and Alexandra Wilkis Wilson. The duo joined forces in 2007 to launch Gilt Groupe and bring designer sample sales — famous in New York for inducing tug-of-war frenzies — to an online audience. A few minutes before noon Eastern time each day, the Manhattan company sends an email alert to its nearly three million members, announcing the day's online private sales in women's and men's luxury brands at up to 70 percent off retail prices.
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Successful catalogers know that putting the right offers in front of the right customers at the right times will result in strong sales. But the online affiliates putting your offers on their sites may not. Following are eight strategies your online affiliates should be using in order to maximize their contributions to your holiday sales offered by affiliate network Performics and multichannel strategy and research firm the e-tailing group. 1. Centralize and prominently position free shipping offers. Potential shoppers flock to these, the authors write. 2. Create a sense of urgency. Your affiliates should remind shoppers of the number of days until Christmas. 3. Inspire impulse
What better way for a tips-oriented business magazine to wind down 2006 than with the top 50 tips of the year? My staff and I spent the past several weeks going through every article that’s run so far in Catalog Success and the Catalog Success Idea Factory e-newsletter this year to bring you the ultimate how-to “cheat sheet.” Throughout these pages, we’ve synthesized the year’s best tips, summarizing, and in some cases quoting directly, from stories and/or the sources themselves, where noted. Below each, you’ll see the industry expert who offered the tip. We reference the issue from which the tips originate so
By Matt Griffin Follow these six steps to test along the conversion funnel. As a cataloger, you spend time testing your circulation strategy, developing creative that will be a hit with your audience and building an image with which your customers can identify. But are you applying the same rigorous work to your e-mail campaigns? "Merchants test around their catalogs because catalogs are expensive to produce, and they don't want waste," says Eric Kirby, senior vice president and general manager for e-mail solutions at DoubleClick. "But because e-mail always has been cheap, they don't bother to test it as much as they should."
Online searchers clicked on more keywords in fourth quarter 2005 than in the comparable period in 2004. Additionally, keyword campaigns in general got larger, and the average cost per keyword increased 114 percent during the last three months of 2005, according to the recently released DoubleClick Q4 2005 Search Trend Report. ¥ 58 percent: the average increase in the number of actively managed keywords among marketers in Q4 2005 vs. Q4 2004. To be classified as active, keywords must be clicked on, so this statistic demonstrates that online searchers are indeed clicking more than they did in Q4 2004, notes DoubleClick. ¥ 107 percent:
The ongoing threats of spam, identity theft and data security breaches hang heavily in the air at the close of 2005. Headlines detailing these dangers have made sure your customers are more aware than ever of the perils of buying online. In fact, 48 percent of Americans avoid making purchases on the Internet because they’re afraid their financial information may be stolen, according to a survey conducted earlier this year by the Cyber Security Industry Alliance. So what’s a responsible online merchant to do? Following are tips to not only ensure your Web site adequately handles customers’ data, but also make it undeniably
With the start of the 2005, the Can Spam Act reaches its one year anniversary. As the year unfolds, it’s especially important to make sure your multichannel business is compliant. Bennie Smith, chief privacy officer at DoubleClick, offers the following tips on how to unify your e-mail campaigns and protect your customers’ privacy. - All e-mail communication to customers should be presented in a clear, consistent and standard fashion. This includes standardizing e-mail subject lines, headers and footers. Your e-mails need to clearly designate they are an advertisement or solicitation, as well as provide functional opt-out mechanisms, says Smith. - Multiple e-mail marketing databases of opt-in