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Internet Direct Response Marketing ResourcesResult(s): 51 - 56 of 56
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Vertster specializes in the split run testing of online landing pages such as newsletter signups, lead generation forms, e-commerce product pages and other online direct marketing vehicles. Vertster's servers divide your site's traffic between multiple versions of your test pages, which are rotated through your audience to determine which page gives you the most return on your investment. Vertster's reports give you two types of feedback: 1) A creative confidence number that represents the likelihood that this specific creative will continue to perform at a similar conversion rate, and 2) A test confidence score that indicates to what degree the service predicts the winning creative will continue to win in the future. If you just want to explore the concept a little further, check out their blog entries for valuable tips on creating effective landing pages. If you want to give the technology a spin, there is a Small Business Pro pricing plan that will get your feet wet -- a monthly fee of $17.99(US) entitles you to test 10 creatives/20,000 pageviews.
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W3 Data is the company behind WhitePages.com, and Prospect411 is their Web-based interface that allows you to create consumer or business direct mail mailing lists in six steps. Their database contains 130 million residential US records and 13 million commercial listings. Simply point and click to build your list by choosing from a number of variables to narrow things down - city, zipcode, with or without PO Boxes, etc. You won't be able to narrow in with demographic or psychographic information, but as a sheer estimate of the size and cost of a mailing list this is an impressive tool. Pricing starts at 12¢ per record without phone numbers or 15¢ with phone numbers, with discounts for larger-sized lists. There are lots of other services available as well, such as batching and appending and API411, an XML-based server-to-server connection that links your business applications to W3 Data's directory assistance data and search logic, so that you can identify callers and verify customer information in less than a second. This is an impressive service.
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A few months prior to the time of this writing, WebTrends purchased a company then known as ClickShift. Since then, it has been rebranded as WebTrends Dynamic Search. This application organizes and optimizes your search marketing campaign in a couple of interesting ways. First of all, it spans across all search networks, so that you are strategically managing one campaign, not several property-specific ones. In addition, Dynamic Search will automatically determine the exact combination of networks, keywords, positions, creative and landing pages that work best for any of your selected goals, thereby taking the human trial-and-error guesswork and tedious manual manipulation out of the mix. Your advertising dollars are automatically allocated to those top-performing combinations of factors. Major search networks managed from WebTrends Dynamic Search include Google, MSN and Yahoo!.
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Who's Calling is a "Customer Capture" solution company focused on identifying the source of and tracking the performance of every inbound lead call you generate. This includes data collection, conversation rate, exact revenue generated and cost-per-call measurement. One interesting aspect of their service is their ClickPath technology, which tracks response routes from both online and traditional marketing campaigns. All phone calls generated from keyword advertising, banner ads, rich media, etc. go into the same data measuring pot as calls generated from real-world sources such as direct mail pieces and even your telephone listing. Therefore, you can compare your return on ad spend and cost per call for a Google AdWords ad with a specific keyword phrase, such as "online conversion consultant" vs. the return on a printed direct mail piece you sent to a list of prospects. All of this information is available to you via your Who's Calling Web-based dashboard tool. The company also offers the telecommunications expertise needed to implement click-to-call technology, including your own 800-number.
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Let's say you want to mine your own existing mailing list for customers who live within range of a certain zip code. You need an advanced filtering service along the lines of this one. Basically, ZIP Radius technology calculates the distance between two zip codes, so it can easily determine if a given address on your mailing list should be a target. You can go about it several ways. For example, the company offers a zip code filter that deletes addresses outside of your chosen radius. Or you could have them add the radius mileage calculation to every address in your mailing list. There’s also service that performs a statistical analysis of your list, which shows you counts and percentages by the distance from your central radius point. Plus, they also clean up dirty zip codes on your list. Rates vary according to file item quantity and there's also an ongoing subscription option.
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This company allows you to deliver wireless, location-based offers, content or advertisements to people via their cell phones or other targetable devices.
To do so, they provide you with a ZipZone Media Server, which is a server smaller than a laptop that has a range of about 30 feet for cell phone contact and 300 feet
for laptop/PDA contact. It scans for Bluetooth targets in the area, decides if said targets are within your desired audience and then attempts to push your message to
them by asking people walking by if they would like to receive your message.
This may sound invasive, but do be aware that this particular company has conducted successful campaigns on behalf of the US Navy Reserve and CBS, which beamed
previews from their upcoming TV show lineup to interested recipients (this particular campaign was conducted in NYC's Grand Central Station). One of the benefits of
this kind of advertising is that if you do generate sticky or interesting content or offers, it is very easy for recipients to forward your messages to their friends.
NOTE: This concept is known as "proximity marketing" and it can be accomplished in one of several ways --
- Via cell phones that are in a particular cell;
- Via Bluetooth or WiFi-enabled devices within range of a transmitter;
- Via GPS-enabled devices that can access localized content.
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