Internet Direct Marketing Tip of the Day

In many cases, the answer is yes. Questions, by their very nature, are interactive and draw in the reader.

People are often looking for answers on the Internet. But sometimes, you can raise a relevant question that the reader needs to consider before making a purchase of goods or services. In fact, raising the right question, at the right time, can “reframe” how the target audience is thinking about a given topic, product or service.

You have to know when to pose that reframing question. If it’s brought up prematurely, it can derail the buying process. This is where a good copywriter earns his/her keep. LC

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Emerging forms of Mobile Marketing are becoming apparent. Mobile Search is an obvious example. Creating smartphone apps is another avenue to consider. But I’m signing up for geo-sensitive mobile coupon campaigns.

Mobile coupons that are simple to redeem seem to be the most attractive because they take the least effort to get payback, both for the consumer and the retailer.

As a consumer, you can now walk down the street in most major cities and get a list of establishments featuring discounts and incentives within a few feet of your location on your smartphone. What’s not to like? You’re steps away from an immediate value proposition.

As an advertiser, you get instant feedback from the field if your campaign is successful. If it isn’t, keep changing the offer until you get the desired response rate.

This is still an edgy marketing frontier. You will probably get a pretty good media buy because there aren’t as many advertisers competing to buy ads. Go for it. LC

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