Online Marketing

Customer Relationship Marketing
The Other Long Tail

January 21, 2009

Lots of talk about the long tail. In The Long Tail and The Dip, Seth Godin says it’s an important breakthrough in marketing thought. The Ad Contrarian thinks it’s The Long Tail of Baloney. I’ve been thinking a lot about customer relationship marketing – and think it’s the other long tail. Consider how customers are [...]

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Question of the Day, “Do online shoppers scan or read?”

December 8, 2008

Conventional direct marketing wisdom says long copy out sells short. Online, conventional wisdom says people scan so keep it short. Which is correct? Probably both, it depends on the circumstances. Many years ago, as a naive Account Executive, I asked the Executive Creative Director to explain why long copy performs better than short copy. Much [...]

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Are You Speaking to Your Target or to Everyone?

September 9, 2008

I worked with an account person in Chicago who understood that customers are important and that understanding them, speaking to them in their terms was key for successful direct marketing. One time she was working on a new product launch for our client and needed to write the creative brief. I knew the project had [...]

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