Measurable marketing news, tips and advice you can apply in no time.
As the media landscape continues to evolve, companies large and small are trying to “figure out” how their marketing should adapt to the many, many marketing options at hand. That’s where the Chief Marketing Officer (CMO) comes in. But what exactly is the CMO’s job description? I came across a good explanation on the NxtERA Blog.
Grant A. Johnson
Johnson Direct LLC
1-800-710-2750
As privacy will become an increasingly hot topic for marketers in 2008, I thought this article on Slate was worth adding to the 2007 “Marketing That’s Measurable” Blog. Happy new year and here’s to a very measurable (and prosperous) new year!
Grant A. Johnson
Johnson Direct LLC
1-800-710-2750
Chief Marketer’s E-centric newsletter asked me to write a piece on content in emerging media. I decided to pen on Blogs Vs. E-newsletters. Happy reading…
Grant A. Johnson
Johnson Direct LLC
1-800-710-2750
Recently DM News interviewed me for a piece on trends in insurance marketing. I hope you find the read worthwhile.
Grant A. Johnson
Johnson Direct LLC
1-800-710-2750
Internationally acclaimed marketer Alan Rosenspan just released his monthly newsletter and I was surprised, delighted, and speechless (a rare feat for me) to read the following:
The Milwaukee Master
In my opinion, the best direct marketing agency isn’t in New York or Chicago.
It’s Johnson Direct up in Milwaukee. From starting as “the little agency that could” they’ve grown to attract several huge national clients, and have done an excellent job with each.
I was fortunate enough to hear their CEO Grant Johnson speak at a recent conference, and I wanted to share some of his comments with you, which you may find as valuable as I did.
* Marketing now has “C”-level attention (CEO, CFO, CMO).
It’s not an expense, but rather an activity that now is measured as an investment, with its own Profit & Loss column.
That means your work is more important and more visible than ever.
* Research has shown that it takes an average of 6-7 different messages to influence a prospect or even generate a lead.
Multi-channel marketing is now essential, and if you’re just doing direct mail, or just e-mail, or just telemarketing…you’re not doing what’s best.
* Grant also showed quite a few extremely creative ads, some of which I didn’t understand. He quoted Lester Wunderman, industry legend, who said “Stop being clever! Tell me something I want to know.”
This is great advice for any media and any communication.
I have been a friend of Grant’s for several years, and I admire him and his work. He also has a free newsletter, with terrific information and case-histories. You can subscribe at www.johnsondirect.com
Grant A. Johnson
Johnson Direct LLC
1-800-710-2750
Is user generated web content on the downward trend? In a recent Business Week article that exact subject was covered. It seems that more people tend to view professionally done web videos and many advertisers appear more willing to spend money if the site(s) skew toward “professionally produced” entertainment content.
This will likely open the floodgates to more web-only produced shows, videos and such — at least a lot more from larger entertainment companies.
Grant A. Johnson
Johnson Direct LLC
1-800-710-2750
I must admit that I love all the experimentation that goes on with emerging media, not only in the United States, but everywhere else in the world. Business Week featured a story about Blogging in Japan and how AdButterfly treats advertisers and bloggers as equals, allowing marketers to pick blogs and bloggers choosing what gets posted.
The future of measurable marketing will be even brighter if we continue to test like this.
Grant A. Johnson
Johnson Direct LLC
1-800-710-2750
Nike has a new Ad Campaign starting aimed at the serious runner, and they are incorporating social media as part of the effort. According to The Wall Street Journal, “Part of the campaign also includes video testimonials from runners that will begin appearing on Nike’s social-networking site this month. On the site, runners can post their times, challenge other participants and form marathon teams. Soon, Nike will unveil a function that allows people to post “running resolutions” and let friends track their progress.”
They also plan a traditional media buy with TV and Print being placed.
Let’s see if it sells them more shoes…
Grant A. Johnson
Johnson Direct LLC
1-800-710-2750
Recently Promo magazine asked me to write a piece on marketing mistakes . The article shows, through real life examples, that thinking differently can lead to great success. I hope you enjoy it.
Grant A. Johnson
Johnson Direct LLC
1-800-710-2750
