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World Wise: Navigating a Global Market with an Eye toward China (BtoB Online)
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Posted: 05/24/2009
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Domestic marketers looking to tap into international markets should set their sights on China. The best place to start? “Leveraging search engines, which drive close to 40% of most suppliers' traffic, is the best way to enter a lot of foreign markets at the moment, and for the best price,” said Marisa Edmund, VP-marketing and communications at Edmund Optics America. China’s gross domestic production (GDP) is projected to grow by 8% this year and new research from Accenture reveals ample opportunity exists for customer-focused U.S. companies. An alarming 55% of companies in China switched vendors last year due to a growing international intolerance for poor customer service.
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Industry:
Marketing, Design, & Interactive Communications,
Telecommunications
Topic:
Marketing Communications
Region:
North America,
Asia Pacific
Audience:
Business to Business
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The Plain Truth: Winning Email Tactics (BtoB Online)
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Posted: 05/24/2009
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It’s no surprise that marketers looking for high-impact email solutions take maximum advantage of Web technology to reach their audiences. Simply put, that means incorporating plain text e-mails into the marketing mix. While flashy HTML e-mails are great attention-grabbers and response-trackers, they aren’t always accessible to every user. The first rule of thumb: key content should be viewable without scrolling. Keeping offers, calls to action, brand identity and deadlines/time markers all at-a-glance is likely to increase your impact. While you can legally send unsolicited emails to anyone in the US without asking permission, it’s vital to keep your communications targeted and provide opt-outs. E-mail offers an easy, effective, affordable way to stay connected and build strong, lasting relationships with your customers.
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Industry:
Marketing, Design, & Interactive Communications
Topic:
Marketing Communications
Region:
Global,
North America
Audience:
Business to Business
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Crutchfield Optimizes First Impression (MarketingVOX)
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Posted: 05/13/2009
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This case study explores how online retailers can turn the average welcome email into a powerful conversion driving tool. A Retail Welcome Email Benchmark study estimates that only 76% of the biggest online retailers are even utilizing a welcome email—which is not to assume that the ones being sent are effective. The welcome email can be used to educate the recipient about your brand and what benefits they receive as a subscriber. In the case of Crutchfield, an online electronics retailer, they transformed their welcome email from a text only email to one that highlighted the differentiating factors of their brand. The redesign added images and was more consistent with the look of the newsletters recipients would receive. Crutchfield’s approach represents a changing trend with up to 89% of retailers sending HTML welcome emails, up 11% from 2007.
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Industry:
Retail & Products
Topic:
Content Strategy,
Creative & Design,
E-Commerce,
Experience & Interaction,
Marketing Communications
Region:
Global
Audience:
Business to Consumer
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Web Analytics Key to Performance (Target Marketing)
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Posted: 05/13/2009
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Carol Ott, director of e-commerce finance and web analytics, of the San Diego based company PETCO gets a fond feeling when she considers how web analytics serve her company. In a discussion with Target Marketing she explains why following the complete picture of customer behavior online can more clearly gauge marketing ROI than first and last click. She emphasizes the importance of continuous assessments and optimization of online programs to stay on top of and adjust to the constant changes in customer behavior. This combined with benchmarks and key performance indicators will help companies evaluate their success.
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Industry:
Retail & Products
Topic:
Business Intelligence,
E-Commerce,
Experience & Interaction
Region:
Global
Audience:
Business to Consumer
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Social Networks Growing Popularity (CRM Daily)
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Posted: 04/22/2009
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According to Nielsen, social networks and blogs are quickly becoming the most prevalent uses of the web at three times the rate of search and e-mail. Nielsen also notes that social-computing sites like blogs and social networks are visited by over 67% of the worldwide online population and represent 1 out of every 11 minutes of activity online globally. As the social networks become more varied, they are also growing to be more mobile with 19% of mobile device users in the US state they use their phones for social networking and as many as 3 million mobile users were regularly texting Facebook at the close of 2008. The statistics prove that social networks are now and will continue to be an essential part of the online experience globally.
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Industry:
Retail & Products,
Telecommunications
Topic:
Content Strategy,
Experience & Interaction,
Marketing Communications
Region:
Global
Audience:
Business to Consumer,
Peer Groups & Communities
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