A few more important points

July 27, 2008 at 12:10 pm Leave a comment

Ok, I promise to keep it brief this time. Bullets are my life…

From Forrester report, “Using Promotions to Cut Through Ad Clutter”

  • Consumers go to great lengths to avoid ads. From 2002 to 2004, their attitudes toward advertisements plummeted as their drive to block ads increased.
  • We asked North American online consumers how they heard about the last promotion they used. Responses included both online and offline channels- 20% heard about the last promotion they used through an ad on the site where they were shopping, 14% heard through an email from a retailer, and 16% heard about the last promotion they used through a print ad
    • We asked online promotions users how frequently they participate in different online activities. 11% said they read blogs once a week or more frequently. Additionally, 6% of online promotions users are interested in reading blogs from their favorite marketers, and 9% are interested in receiving RSS feeds.
    • Product awareness and promotions to drive purchases used to be separate functions. In the online
      environment, these two functions are now closer together.
    • While demographics provide some insight into the promotions and channels that are preferred by different segments, marketers prefer behavioral targeting because it generates more click-throughs and conversions.
    • One of the largest challenges today between marketing and IT collaboration is how to make sense of increasing volumes of customer data. The Marketing Technology Backbone — a technology infrastructure that supports an integrated approach to marketing strategy, development, delivery, and measurement across the marketing mix — helps ameliorate this issue.
    • Current efforts of “customer listening” fall short and should be replaced by Social Computing tools that involve consumers in the innovation process in more spontaneous and continual ways. Brand monitoring

    Entry filed under: Promotions. Tags: , , , .

    Promotions should vary by audience Number of Amazon sellers supasses Ebay

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