Recently, I saw a television ad for a new women’s makeup foundation by L’Oreal Maybelline, but only caught part of the name as “Age Eraser.” Out of curiosity of how effectively L’Oreal spends its marketing dollars, I grabbed my smartphone to search for the product. What I found is a good lesson for marketers everywhere.
I read an article today about Scanbuy, a company with the Scanlife application for newer smartphone models that allows the user to take a picture of 1-D bar codes, those most commonly used on consumer goods, and 2-D bar codes, a technology Scanbuy developed, to retrieve product, cost and other information.
I learned today of a new marketing program targeted to retailers called CREDITZ (using “Z” in your name seems to be the “new black” these days). They claim their program increases marketing ROI because it is a trackable method to “increase sales, enhance brand loyalty, acquire new customers and strengthen customer relationships.” In a nutshell, they are trying to entice consumers to change their shopping habits so that they use a CREDITZ card, instead of a debit/credit card, with registered online and brick-and-morter merchants who have signed up for the rewards program. The consumer gets points for the amount of money spent on their purchases, which translates into CREDITZ-back that can be then spent on those same merchants.
I read a white paper recently geared to online marketers from the company FetchBack, a retargeting company. In a nutshell, they state that online marketers often track the metric “conversions,” which can be different for each marketer depending on their business, for their website and from specific campaigns. What people often fail to take into consideration, however, is what percentage of conversions are from people who absorb information and then come back later to purchase.