When I sat down to write this week’s Marketing Briefs, I began thinking about some of the really great quotes I’ve read recently. I’d like to pass them along to you with some of my thoughts about them.
â€œIrrelevant, impersonal communication, be it email or traditional mail, is a waste as it does not engage a receptive recipient. It is no surprise that consumers are opting out of irrelevant emails.â€
– Liz Miller, vice president, programs and operations, CMO Council
My take? Sending something isn’t better than sending nothing. It’s waste of money that could be spent on effective marketing initiatives.
QR codes. They are simple to explain, easy to implement, and highly effective. If you’re not talking to your customers about QR codes, you should be. Better yet, lead by example and integrate them into your own marketing efforts. Don’t let your competitors be the first to discuss or showcase this technology with your clients.
We all want immediate response to advertising. For many products, however, this isn’t feasible. People who just bought an iPod, a car, or a new TV aren’t very likely to buy a new one soon, no matter how much they might like it. That’s why maintaining brand equity over a long product cycle is a major concern for many marketers. (www.digitaltonto.com)
Direct response and easy to measure ROI are all the buzz these days, but in reality, direct response is highly dependent on brand equity. Educating your clients on branding issues is a great way to create sales opportunities.
Best wishes for a safe and happy Thanksgiving!