Monthly Archives: June 2008

Forrester’s Financial Services Forum, Part 1

I was in New York City June 23 and 24 for the Forrester Research Financial Services Forum. This event brings together a stable of Forrester Research analysts and hundreds of administrators and marketers from some of the largest Financial Services providers in North America. Two days of keynote and breakout sessions focused on three central […]

The Online Marketing Database – Webinar Recap

Much of my presentation during last Friday's webinar, Taking Shape: The Online Marketing Database, focused on real-world approaches and best-practices you can use to get your online marketing database up and running successfully. The first thing I covered is precisely what an online marketing database looks like. Once defined, I discussed how you can dramatically […]

Not Six Figures. Not 8 Figures. Low 7 Figures.

A source of mine recently told me that a big bank at a big conference was discussing their efforts to consolidate customer data to drive targeted and well-timed marketing communications. I heard it was an impressive solution. The audience was impressed. So much so, the speakers were continually prodded for the solution's price tag. The […]

Respond to Your Customers, They Respond to You

Though this sort of tactic takes many names - event-based, activity-based, behavior-based, triggered, transactional, auto-responders - confirmation/response messages are a critically important part of an effective, integrated email program. At the simplest level an event-based email (or SMS message) is one that provides a positive and quick response to a specific action taken by your […]

How Mobile Works – A Tactical Primer, Part 2

This is the second entry of a two-part series examining the four key elements of mobile marketing needed to successfully execute a mobile marketing campaign. In my previous entry I discussed two extremely important elements deserving consideration in order to achieve successful mobile marketing campaigns. Specifically, that customers are the ones who pay and things […]

How Mobile Works – A Tactical Primer, Part 1

This is the first entry of a two-part series examining the four key elements of mobile marketing needed to successfully execute a mobile marketing campaign. I talked a bit earlier about convergence in the mobile space, and my colleague Bryce talked about determining your needs for a mobile strategy. Let’s set aside what mobile marketing […]

Governing the Internet, Mobile Edition, Volume 1

As advertising within digital channels continues to grow thanks to breakthroughs in technology, the Federal Trade Commission is getting busy. As Mobile Marketer first reported, FTC commissioner Jon Leibowitz outlined some of his concerns in a town-hall forum in early May. His comments may indicate emerging guidelines to regulate the still evolving discipline of mobile […]

Do You Need a Mobile strategy – No and Yes

There is a great deal of uncertainty in the marketing world about the mobile channel. We see it every day. Is mobile marketing effective? Can this be demonstrated? What is the investment? How do we do it well? What does success look like? Our responses can vary based on the client and their marketing goals. […]

Right Now, Mobile is a Service

Since the news broke that and Knotice are entering into a partnership, I thought I’d take a moment to offer some behind-the-scenes insight on how this partnership came about, and how it’s reflective of our current, overall mobile philosophy. The Partnership If you like playing pickup sports, or going mountain biking with a group, […]

Retailer Tips – Going Beyond Grads and Dads

Retail marketers have an internal clock that never skips a beat. It starts with New Year's Day, President's Day, Valentine's Day, Spring Break, Easter, Earth Day, Memorial Day, Father's Day, Graduation Day...the calendar year broken out by a multitude of campaign mile markers. We're at the tail end of the 'Grads and Dads' season right […]