Archive for the ‘ Industry Spotlights ’ Category

Publishers Rely on Email to Drive Readership

  Publishers have been increasing their reliance on email tactics to drive traffic and readers to their websites. 41% of publishers credit email marketing for driving more than a quarter of total revenue, compared to 24% for general marketers. Research from The Relevancy Group also found that emails sent by publishers have higher engagement rates.…

 

Publishers have been increasing their reliance on email tactics to drive traffic and readers to their websites. 41% of publishers credit email marketing for driving more than a quarter of total revenue, compared to 24% for general marketers. Research from The Relevancy Group also found that emails sent by publishers have higher engagement rates.

“Email marketing is being relied on more heavily today than ever before, and the data indicates that publishers depend on it even more than most,” says Nicholas Einstein, vice president of research and principal analyst at The Relevancy Group.

Email is a top traffic driver for Buzzfeed.com, shared Kraig Swensrud, CMO of Campaign Monitor. Google Analytics reporting confirmed that email is a crux of readership engagement for that media company. He also said that email is becoming more common in the media industry because they need new ways of keeping in touch with readers on a continual basis.

“Publishers, who rely on email even more than others, have specialized requirements, and often need to leverage different strategies, tactics, and tools to drive their core business objectives,” says Einstein. “Those who allocate resources on six key areas of focus will be well positioned to take advantage of the tremendous opportunities that channel proliferation, and the current evolution towards distributed content, currently present.

The recommended six focus areas to optimize publisher email campaign performance are:

  • Optimize at the top of the funnel
  • Showcase highly relevant content
  • Operate mobile-first
  • Use A/B testing
  • Multichannel integration
  • Identify and leverage key market influencers

 

Post based on MediaPost article

In-the-Trenches View of Ad Blocking

Written by Chris O’Neill | @chrisoneillpro   A recent poll of my network revealed how in-the-trenches media professionals are dealing with the growing issue of ad blocking. Responses showed diverse approaches to what could be the biggest hurdle for digital media this year. Here is a summary of what industry leaders had to say.   How…

Written by Chris O’Neill | @chrisoneillpro

 

A recent poll of my network revealed how in-the-trenches media professionals are dealing with the growing issue of ad blocking. Responses showed diverse approaches to what could be the biggest hurdle for digital media this year. Here is a summary of what industry leaders had to say.

 

How are media professionals dealing with this issue?

  • Diversifying across media channels so issues with display will have less impact
  • Deciding that people who choose to block ads aren’t a qualified audience anyway
  • Increasing native, social, email, and blog efforts because they are not blocked
  • Relying on outside media partners to manage the situation
  • Using this as a wakeup call to re-evaluate opportunities for effective non-display tactics

 

What work still needs to be done?

  • Identify qualified people without ad blockers to ensure they get added to targeting pools
  • Know definitively how many people actually use ad blocking, to accurately quantify potential impact

Email Advertising for Restaurants

  Why is Email Advertising Key for a Restaurant’s Brand to Grow? Email advertising increases restaurant brand preference with customer groups, builds loyalty, and is proven to drive traffic into restaurant locations. It’s currently one of the most underutilized marketing channels in the restaurant industry, providing the opportunity to influence unreached and under-engaged customers. Digital…

 

Why is Email Advertising Key for a Restaurant’s Brand to Grow?

Email advertising increases restaurant brand preference with customer groups, builds loyalty, and is proven to drive traffic into restaurant locations. It’s currently one of the most underutilized marketing channels in the restaurant industry, providing the opportunity to influence unreached and under-engaged customers.

Digital advertising efforts have never been more important as consumers increasingly make their dining purchasing decisions online. It’s not surprising that:

  • 89% percent of diners research restaurants online before visiting in person. (AIS Media)
  • 57% of respondents stated they make restaurant reservations online, and about 40% of those completed the reservation on the restaurant’s own website. (Cornell University)
  • 67% of Internet users prefer email as the method of communication with brands. (eMarketer 2014)
  • Pizza Hut recently revealed in 2014 that 30% of all sales now come from digital marketing.

Hyper-Targeted Advertising Ensures Successful Digital Campaigns

  • Go beyond the key demographic profiles.
  • Integrate marketing efforts to make each tactic more effective and more valuable.
  • Partner with firms that have proven digital campaign planning and optimization expertise.
  • Stay current on how other restaurant group marketers leverage digital media to attract customers.

Future Flow Media reaches hyper-targeted contacts currently unreached, or under-engaged, by existing digital media efforts and drives more of the best quality traffic that’s been measured and proven to achieve desired dining purchase activities.

Entertainment Industry Spotlight: Connecting with Fickle Consumers

Whether you’re promoting a professional sports team, a NASCAR race, a movie opening, a rock concert, a gallery exhibition, subscriptions to a symphony orchestra season, or any other entertainment event, you need to find more cost-effective ways to build brand loyalty and get your message to the right people at the right time. Entertainment marketers…

Whether you’re promoting a professional sports team, a NASCAR race, a movie opening, a rock concert, a gallery exhibition, subscriptions to a symphony orchestra season, or any other entertainment event, you need to find more cost-effective ways to build brand loyalty and get your message to the right people at the right time.

Entertainment marketers who have learned how to obtain a comprehensive view of the demographics, psychographics, and behavioral characteristics of consumers have been able to get relevant, timely messages in front of exactly the kind of people who are interested in their events. By engaging their audience with desirable offers and information, these marketers realize dramatic increases in response and conversion rates.

Imagine being able to target local men who like to watch sports. Or imagine being able to precisely deliver a customized promotional offer for subscription to your upcoming concert season to middle-aged, high-income, couples with an interest in classical music. Unsure exactly which way someone’s cultural tastes lean? Imagine sending them multiple offers and being able to track exactly which ones they click through to. These are just a few examples of the ways that hyper-targeting can deliver the right message to the right people.

To learn more about targeted email advertising for entertainment marketers, read the full Hyper-Targeted Email Advertising Entertainment Industry Spotlight.

CPG Spotlight: Regrowing Brand Loyalty

Over the past three years, many Consumer Packaged Goods marketers like you have seen brand loyalty decline as consumers changed their shopping behavior in response to ongoing economic hardship. You need to work harder on building closer relationships directly with consumers. In this highly competitive environment, you need to redefine value and differentiate your products…

Over the past three years, many Consumer Packaged Goods marketers like you have seen brand loyalty decline as consumers changed their shopping behavior in response to ongoing economic hardship. You need to work harder on building closer relationships directly with consumers. In this highly competitive environment, you need to redefine value and differentiate your products for specific customer niches based on quality and branding instead of on price. But building that close relationship is extremely difficult unless you can reach precisely the right people at the right time with the right message.

Top CPG marketers have successfully used Hyper-Targeted Email Advertising to combine hundreds of very specific demographic, psychographic, and behavioral characteristics to connect with and emotionally engage a precisely-targeted audience for a particular offer. They have effectively promoted a wide range of products, including:

  • food products to people who enjoy cooking
  • pet products to pet owners in a specific income bracket
  • a new health drink to higher-income people interested in a healthy lifestyle
  • a low-calorie snack to women who are dieting
  • eco-friendly cleaning products to “green” consumers
  • with a little imagination, the possibilities for targeted campaigns are endless

To learn more about email list rental for consumer packaged goods, read the full Spotlight on Hyper-Targeted Email Advertising in the CPG Industry.

Casino and Gaming Industry Spotlight: Cost-effectively Attracting New Players

  Like most casino, lottery, and other gaming operators, you’re probably still recovering from the slowdown induced by the recession. You need to compete harder than ever in order to attract, retain, and recover players. It is notoriously difficult to track the impact of your marketing spend in this industry. In such a noisy advertising…

 

Like most casino, lottery, and other gaming operators, you’re probably still recovering from the slowdown induced by the recession. You need to compete harder than ever in order to attract, retain, and recover players. It is notoriously difficult to track the impact of your marketing spend in this industry. In such a noisy advertising world, your current media investments may be falling short if they lack accountability and are not sufficiently targeted. Or maybe your current tactics just can’t deliver the wide reach and solid return on investment that you need.

Hyper-targeted email advertising can cost-effectively deliver highly customized messages to the most receptive audience sub-segments to help you stand out from your competition and achieve greater response rates. An email address list that is continuously compiled, enriched, and verified for freshness and accuracy gives you the power to:

  • segment and model your market,
  • target the customers of your competitors,
  • deliver your relevant offer to people with specific gambling and travel interests,
  • target consumers living in specific areas,
  • test market.

To learn more about targeted email advertising for gaming operators, read the full Hyper-Targeted Email Advertising: Casino and Gaming Industry Spotlight.

Healthcare and Wellness Spotlight: Reaching Decision-Making Consumers

When it comes to health and wellness products and services, more consumers are making their own purchase decisions. How are you going to reach them before your competition? Health is a personal issue. You need a personalized marketing approach, because mass advertising is not targeted to specific ailments or healthcare needs. You need to stand…

Health and Wellness SpotlightWhen it comes to health and wellness products and services, more consumers are making their own purchase decisions. How are you going to reach them before your competition? Health is a personal issue. You need a personalized marketing approach, because mass advertising is not targeted to specific ailments or healthcare needs. You need to stand out in an industry that is largely referral-based and intensely competitive. How will you get the right people to view your message?

Imagine being able to precisely deliver targeted email advertising to consumers who live in a given region with narrow demographic profiles like new families shopping for insurance and specific pre-existing health conditions like obesity or diabetes.

With such a detailed view of your prospects, you could:

  • segment and model your market,
  • target the customers of your competitors,
  • deliver your relevant offer to people with specific health ailments and needs,
  • target consumers living in specific areas,
  • test market.

To learn more about targeted email marketing, read the full Enriched Email List Rental Health and Wellness Spotlight >

Nonprofit Spotlight: Cost-effectively Attracting New Members and Donors

As a nonprofit marketer or agency partner, you’re under more pressure than ever to reach and engage new members, program participants, volunteers, and donors. You need to fill the gaps caused by a perennially poor economy, shrinking government support, and stiff competition from other causes and organizations. You’re also experiencing unprecedented demands to be more…

Non Profit SpotlightAs a nonprofit marketer or agency partner, you’re under more pressure than ever to reach and engage new members, program participants, volunteers, and donors. You need to fill the gaps caused by a perennially poor economy, shrinking government support, and stiff competition from other causes and organizations. You’re also experiencing unprecedented demands to be more cost-effective and accountable for your results. These challenges ring true for all nonprofit verticals from performing arts to food banks.

Targeted email advertising through services like Future Flow Media’s Enriched Email List Rental has proven to be one of the most cost-effective tactics to reach and engage constituents. An email address list that is continuously compiled, enriched, and verified for freshness and accuracy provides targeted email advertising based on characteristics like:

  • charitable giving and donations history,
  • location down to zip code,
  • age, gender, education, occupation, income,
  • arts and cultural interests,
  • and much more.

To learn more about targeted email advertising for nonprofits, read the full Enriched Email List Rental Nonprofit Spotlight >

Financial Services Spotlight: Reaching Consumers at the Right Time in Their Financial Planning Cycle

Banks, credit unions, investment firms, mortgage providers, insurance companies, and other financial services providers are competing intensely to remain profitable during the current economic cycle. Like most financial services marketers, you need to improve your ability to deliver targeted email advertising to reach consumers just as they are: in-market to purchase a new home, planning…

Financial ServicesBanks, credit unions, investment firms, mortgage providers, insurance companies, and other financial services providers are competing intensely to remain profitable during the current economic cycle. Like most financial services marketers, you need to improve your ability to deliver targeted email advertising to reach consumers just as they are:

  • in-market to purchase a new home,
  • planning for imminent retirement,
  • entering the workforce from college,
  • actively shopping for insurance or other financial services, and
  • much more.

Enriched Email List Rental is continuously compiled, enriched, and verified email address list that gives you the ability to target financial services consumers by hundreds of characteristics, including income, credit rating, home ownership, marital and family status, and much more.

To learn more about targeted email marketing for financial services, read the full Enriched Email List Rental Financial Services Spotlight >

Retail Spotlight: Reaching More Consumers with Relevant Messages

From high-margin luxury fashion and jewellery to budget household goods and pet products, today’s online and bricks and mortar retailers are being squeezed like never before to remain profitable. When looking to cost-effectively grow your base of loyal, valuable customers in such a crowded, competitive market, you need to quickly and efficiently home in on…

Retail SpotlightFrom high-margin luxury fashion and jewellery to budget household goods and pet products, today’s online and bricks and mortar retailers are being squeezed like never before to remain profitable. When looking to cost-effectively grow your base of loyal, valuable customers in such a crowded, competitive market, you need to quickly and efficiently home in on the right people and deliver relevant messages at the right time. Like most retailers, your current media investments may be falling short because they lack accountability and are not sufficiently targeted.

Enriched Email List Rental helps retailers and their media agencies cost-effectively create targeted email advertising. A continuously compiled, enriched, and verified email address list gives you the ability to target consumers of retail goods by hundreds of characteristics, including:

  • location, age, gender, income, occupation,
  • marital and family status,
  • home ownership, decorating, and renovation interests,
  • leisure activities, travel interests, hobbies, health choices,
  • pet ownership,
  • consumer electronics ownership and interests,
  • online shopping behaviour, and
  • many more

To learn more about targeted email marketing for retail products, read the full Enriched Email List Rental Retail Spotlight >