Integrating all the tools of Keeping Current – Part 2
DMNews.com is one of my resources for keeping current. It is an older style newspaper with columns, hints, interviews and a lot of advertising. This paper (and of course online version) keeps me current on the intersection of the different parts of direct marketing – mail, mobile, websites, PPC, SEO, email lists. It mixes a variety of sections from the ‘showcase’ column that reviews different campaigns, quickly giving some benchmark numbers to keep my mind wrapped around reality (‘no seriously, we always convert 40% of all visitors to our site’ – yeah right potential client).
Most of the content is short, with a lot of opposing opinion going head to head to help look at the ‘range’ of mainstream opinion that is current. Its articles make for great snippets to share with clients ans to what is ‘real’ in todays world rather then what some salesperson is trying to sell.
I particularly appreciate reading about those that understand the core of web marketing, email marketing and direct mail marketing is the same. The nuances change and mature, and the benefit results change, but the underlying formulas are the same:
- What is the lowest cost way to target your marketing to an audience that has a problem that your solution solves?
- What is the lowest cost way to communicate that solution to your target audience in a way that builds trust, and value at the moment a purchaser is ready?
- How do I best create emotional commitment to my product?
Those tools keep evolving, but the fundamental strategy stays the same if you want to be successful.
No comments yet.