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.
Last week I attended the Digiday Social conference in Universal City, California. One of the topics that stood out to me was a presentation on “cause marketing.” There are two different types of cause marketing that I would like to discuss, brand value alignment and sponsorships or microsponsorships.
Designing display ads is one of the more difficult undertakings in online advertising. In this post, I review the free Google AdWords Display Ad Builder.
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.
Good ideas can come in small packages, and Z-CARD out of the UK proves it. If you want to implement a unique marketing campaign with measurable ROI, you may want to consider one of Z-CARD’s products: the pre-paid scratch card, blister packs, bottle hangers, and mini-brochures that begin the size of a credit card but fold out into a single page (up to 13 panels long x 3 wide). They can even be custom-shaped to resemble your product.
I read an article today that quoted Avinash Kaushik, author of the blog Occam’s Razor, who quipped, “Social media is like teen sex. Everyone wants to do it. No one actually knows how. When finally done, there is surprise it’s not better.” According to MarketingProfs, slightly more than half (55%) of all businesses are trying to do it, and most (79%) aren’t yet trying to evaluate the ROI of their efforts, with 41% not knowing if it even CAN be done. Having read many articles lately on the topic of evaluating the ROI of social media efforts, I want to distill the information down to a list of metrics that can be used.
One way to measure marketing ROI is to monitor Web chatter about you, your company, your brands, your competitors, your industry terms, etc., on the web.
Two separate articles today point to the same conclusion – that email marketing provides the best opportunity to evaluate marketing ROI. Is this coincidence or is the Direct Marketing Association conspiring to convince marketers of this? Hmmm. Let’s take a closer look. Read more…