There has been a lot of information published over the past few weeks regarding the economic uncertainty we find ourselves in.A few items every marketer should be thinking through:* Dashboard: What are the key metrics that you need to have... More
There has been a lot of information published over the past few weeks regarding the economic uncertainty we find ourselves in.
A few items every marketer should be thinking through:
* Dashboard: What are the key metrics that you need to have your 'finger on the pulse on' every day, every week, every month? And the key question, "Do you"? Without identifying and monitoring these key metrics you may find yourself in a place where you cannot adjust quickly enough to the ups and downs of today's economy. Most marketers I've worked with have an understanding of these metrics, but often do not have the discipline in place to watch the metrics frequently enough to be able to adjust in real-time to the opportunities and challenges a program may face.
* Relevance: All email has the opportunity to be personally relevant (i.e. dynamic content); however, there is an even greater need to ensure your communications are "relevant to the times". For example, most consumers may reconsider some of the excess purchases they've made in the past. As such, marketers need to consider how their message is being communicated in light of world events.
See my blog on Restoration Hardware for a specific idea.
Also, check out this recent article on CNN regarding the "rise to coupon cutting" and think through the online applications of coupons.
* New Channels: Despite everything you hear the Internet is still the fastest growing marketing channel. As such while your first thought might be to hold investment, be cautious that you don't hold too much and miss the opportunity to invest in new channels. Many marketers are starting to explore the benefits of new marketing opportunities in social media. This is an area of great focus for us, which we'll have more to share on soon.
As marketers, we are in unfamiliar waters; however, the opportunity to succeed still exists.
Be focused
Be consistent
Be true to your value
If you do you will make it through this time stronger than you are now. Less
A few items every marketer should be thinking through:
* Dashboard: What are the key metrics that you need to have your 'finger on the pulse on' every day, every week, every month? And the key question, "Do you"? Without identifying and monitoring these key metrics you may find yourself in a place where you cannot adjust quickly enough to the ups and downs of today's economy. Most marketers I've worked with have an understanding of these metrics, but often do not have the discipline in place to watch the metrics frequently enough to be able to adjust in real-time to the opportunities and challenges a program may face.
* Relevance: All email has the opportunity to be personally relevant (i.e. dynamic content); however, there is an even greater need to ensure your communications are "relevant to the times". For example, most consumers may reconsider some of the excess purchases they've made in the past. As such, marketers need to consider how their message is being communicated in light of world events.
See my blog on Restoration Hardware for a specific idea.
Also, check out this recent article on CNN regarding the "rise to coupon cutting" and think through the online applications of coupons.
* New Channels: Despite everything you hear the Internet is still the fastest growing marketing channel. As such while your first thought might be to hold investment, be cautious that you don't hold too much and miss the opportunity to invest in new channels. Many marketers are starting to explore the benefits of new marketing opportunities in social media. This is an area of great focus for us, which we'll have more to share on soon.
As marketers, we are in unfamiliar waters; however, the opportunity to succeed still exists.
Be focused
Be consistent
Be true to your value
If you do you will make it through this time stronger than you are now. Less
