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Internet Direct Response Marketing Resources Result(s): 1 - 10 of 48
How well do your Web forms generate the kind of leads that eventually become conversions? See how well your registration forms stack up against these recommendations by Justin Palmer of Palmer Web Marketing.
You might, for example, find yourself asking for information up front that you won't need until your prospect has gone deeper into the sales cycle. Do your forms allow for easy back-and-forth movement, or does someone have to start over if he makes a mistake or wants to change a field on a previous screen? Just how many screens do prospects have to view before they complete registration?
This practical list, developed from Palmer's Web design and consulting experience, will help you figure out where to put the holes in your registration process that lets poor prospects leak out while retaining promising ones.
Adknowledge specializes in pay-per-click advertising opportunities beyond Yahoo and Google. They distribute text-based listings in advertisements through an email and Web network. These listings can appear in their second-tier search engine network, within email newsletters and on Web pages within their publishing network. These locations are chosen based on online browsing patterns. To get started, first you choose your desired category (more than 1,200 are available). For example, we chose "Internet Email Services". Next you create a text ad, which you can preview, and then choose your maximum CPC bid (average CPC for this category was 26 cents). Then you create an account and give your credit card information to make a deposit. We wish you did not have to commit so completely at that moment, but you get the drift, and you don't have to activate your campaign until you have thoroughly checked things out. Their 25,000+ advertiser list includes Travelocity, Dell, eBay and Circuit City. We can also tell you they have more than 1,750 member content sites but for the life of us we could not find names to give you here.
Bango is a turnkey service that enables content providers and advertisers to either deliver or sell their marketing messages to a worldwide audience of mobile users. They previously made news as a well-established distributor of paid content to mobile users using micropayment technology, so, for example, if you are Cosmo Girl! magazine (one of their clients at the time of writing), you could sell your latest Justin Timberlake video interview to millions of interested young ladies (and not a few moms, judging by a recent concert at NYC's Madison Square Garden).
But let's say you just want to advertise via Bango and not sell content. The Bango Vision service provides the same extremely targeted view of mobile Web users to advertisers, which is called a "digital fingerprint". This DF tracks user habits and trends, identifies repeat visitors to your mobile site and delivers updated content based on that fact. It can also be used to personalize the user experience, serve location-sensitive information, etc. Advertisers who use Bango's mobile network also have access to the metrics they need to gauge the ROI of this new advertising medium. Bango's services are worldwide and widely used in mobile-friendly Europe... and agencies representing American Express, ExxonMobil and Lenovo partner with the Bango platform right here in the US of A to deliver mobile advertising. Bango will also help you create and integrate mobile-friendly content or advertising that works with all the various providers around the world using their platform. Pricing is subscription-based.
Skeptical US marketers may ask, "Who uses this stuff?" Why this very editor herself has responded to a mobile advertisement and gone to a mobile site to purchase a Gwen Stefani ringtone for her very own mobile phone and yes, it was paid for using a form of micropayment (it was charged to her husband's cell phone bill). So there you go. :)
Bidvertiser is a PPC network that allows you to place your ad across their publisher's sites either by industry, category or geographic location. According to the
site they have over 25,000 publishers in their network. Like Google AdWords, you select keywords and set up maximum bids for each keyword and ad that you create.
Categories range from arts and humanities to the very interesting Web 2.0 and online communities category. Advertisers are not disclosed, although if you drill into
the site you can find references to companies as diverse and FriendFinder and Vertical Response. One very interesting feature that Bidvertiser offers is the ability
for eBay sellers to target publications and then create their product-specific display ads with a click of the button. These ads can drive traffic to either specific
items or to the seller's eBay store.
You may have read the DM News article on business blogs by esteemed direct marketing copywriter and all-around marketing guru Bob Bly in which he stated "[business blogs] are pure vanity publications that won't pay you back even one thin dime for your effort." After the fury and chaos died down, Bly gamely agreed to start his own blog to measure its impact for himself. Within you will find regular postings on Internet marketing, written in a style that simply demands commentary. The result is an active Internet marketing forum where you can learn tips and techniques from one of the industry's best. We don't know (yet) how the blog has impacted Bob's business, but we do know that marketers everywhere have been enriched by his effort. This guy's blog has this editor/marketer's attention -- it's really good.
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This service spots fraudulent clickthroughs to your site. Fraudulent clickthroughs are often malicious automatons or your competitors, who are trying to burn up your PPC budget by clicking on your paid links many times. While search engines are tackling the click fraud issue, there's understandable friction between what third party click fraud services say is click fraud and what search engines say is click fraud. Of course, the percentage of your clickthroughs that are click fraud vs. what the search engines say are click fraud may vary - some companies and industries have more of a problem with this issue than others.
But wait, there's more! While ClickDetective is busy tracking all these individual clicks, it also tracks the search terms used by site visitors to get to your site. This standard suite of PPC optimization services allows you to analyze your keywords to create more targeted ads and therefore deliver more qualified visitors to your site. You can determine how accurately your sponsored keywords and ads relate to the actual search terms used by visitors. Thus you can reword or retarget your ads for better relevance and response. For example, you may be using a keyword phrase such as "internet marketing services" and getting clickthroughs from people searching for "internet marketing consultants". If you are not a consultant, those are wasted clickthroughs. You can then reword your ads and/or create a rule that eliminates visitors who have used the keyword "consultants" in their search. Money saved, conversion rate improved, and you get a gold star.
This site tracks and analyzes the surfing behavior of millions of onliners (with their permission) and then makes the resulting site-specific metrics for the top 1 million US sites available right here. All you do is type in a URL to get a "snapshot" profile of the site. The snapshot includes traffic volume and time spent on the site, but here's the interesting part. Because Compete.com gets its information from a registered community of online surfers, it can also track what it calls "attention" as a measurable metric. "Attention" fuses engagement (measured by time) and traffic (measured by unique visitors) into a metric symbolizes the total time spent on your site as a percentage of the total time spent online by all US Internet users. (The name "compete" was chosen based on the fact that all sites compete for a finite audience resource: time).
What's really cool is that you can also compare your site's attention score to that of your competitors' or to the big guns like CNN to see how well you are captivating your audience. For example, according to Compete.com, visitors to this editor's fashion site look at 15 to 20 pages and stay between 4 and 5 minutes on the site. This puts us at only a minute behind CNN. When not serving up all this fascinating data, the company consults with clients like Hyundai Motor America and Verizon Wireless to help them improve their online engagement metrics.
For the direct marketing/database marketing Excel wonks in the audience, here's a software download that puts your Excel application on steroids. This company provides powerful Excel add-ins that empower you to do more wonky things than you've ever dreamed of, such as finding and removing duplicates, first visit to first buy analysis, appending tables and programming Access applications in Excel -- plus 66 more nifty tricks. There's a no-cost 15-day trial and if you decide to buy, the software will cost you $69(US).
Catalog marketer Jim Padgitt has been in the business for more years than many of you have been alive. His invaluable site tackles the art of catalog marketing online, which some of us call e-commerce. Learn from his experience with his Catalog Business Efficiency Evaluator tool... according to Jim, "In less than 10 minutes, this handy tool shows you how your business measures up to the best run, most profitable catalogs in the industry." While you're there reviewing one of the many other useful catalog marketing resources, be sure to sign up for the monthly Catalog Profit Tips email newsletter, which will deliver the inside scoop on how to boost your catalog sales & profits.
If you like your DM info in quick, easy-to-digest bites, check out "Direct Marketing Tips From the Pros," a compilation brought to you by Melissa Data Corp., a direct mail and marketing solutions provider. You'll find tips on advertising, catalogs, copywriting, direct marketing, email, mailing and more. For example, a limited time offer can often move the skeptic and procrastinator from prospect to customer. While at the site, sign up for the eNews email newsletter to have tips delivered to you on a monthly basis.
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Last Updated: Thursday, June 13, 2013
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