Archive for the ‘Online Marketing’ Category

It goes without saying that this update is long overdue. It always seems when my plate gets full, my social ramblings completely drop off the map. And, sadly, I should be better than that.

So where have I been, and what have I been doing?

Almost a year ago I began contract work with the online marketing team at Rackspace Hosting. Shortly after that (February 2011), I was officially brought onto the team – an opportunity that was both unexpected and a blessing.

To say that I have learned a lot would not give justice to the tremendous team I joined. In a year, I have grown leaps and bounds as a marketer, strategizer (clearly I am not above making up words, though), and team member. Most importantly, it’s been wonderful to receive affirmation for my ideas and instincts as a marketer.

I have continued to run Ashford Davis – scaling back my client roster to a select few, and taking on occasional consulting and web design/development projects. I think the main reason my blogging activity dropped off was because I still am not sure how to transition my company…and more importantly, my company’s website.

Moving toward a new year, it’s time to begin sharing and collaborating more with the online community. I anticipate rolling back the website to a blog-focused format, with portfolio work as a sub-item. I’m exciting about the opportunity to flex my writing muscles again, and to more aggressively put my thoughts onto paper – an exercise that can be extremely rewarding (albeit challenging).

So to anyone out there, feel free to put my feet to the fire. Breaking bad habits can be tough. :)

The pace at which technology continues to emerge is astounding. That being said, it has become all the more important for businesses to have an Internet (and mobile) presence to reach and interact with current and prospective customers.

I am speaking again this morning to Dr. Utecht’s Advertising students at the University of Texas at San Antonio. The lecture will be a 30,000 foot view of online marketing. While I won’t have the time to get into the nitty-gritty and specific technological apps, I will provide a lot of information that is unfamiliar territory for most students. With the rate at which online marketing opportunities evolve, it’s nearly impossible for academia to stay up to date with the latest tools and technologies, so I’m always happy to share my real-world experiences.

The online environment is exciting and cutting-edge, but marketing does still have important fundamentals. Advertisers should by no means drop everything they are doing in favor of the “next big online trend.” Different mediums work for different clients, and your budget will dictate what you can and cannot do.

There are numerous online resources that provide much more detail than time will afford me today. I’ve included various online marketing resources as well as my lecture slides.

Online Sales Promotion Lecture Slides (PDF)

Snapshot of my RSS Reader
Search Engine Land
Search Engine Watch
Social Media Today
PR Squared
Web Marketing Today
HubSpot’s Inbound Internet Marketing Blog
Understanding Google Maps & Local Search

Local Resources/Groups to learn more:
Social Media Club, San Antonio
BMPR

Students: Additional questions or comments about today’s lecture are more than welcome. I anticipate time to run short, so if I was unable to get to you, don’t hesitate to post a comment. Your feedback helps me to tailor my future lectures.

This year just continues to get even better with recognition for my first year of work. I must admit, the first 18 months of Ashford Davis have been nothing short of stressful and exciting at the same time. When I first launched my company I was convinced I’d lost my mind – an upstart in the middle of a recession? To add to that, my sister came to me to help her launch Maihar Design – two upstarts in the middle of a recession.

Last night I was announced the winner of the San Antonio chapter of the American Marketing Association’s Marketing Excellence Award for the ‘Under $25,000′ category. My entry was the work I’ve completed for Maihar Design during the course of the first year of operations.

Having been selected a finalist was really all the honor I expected – and I was thrilled with that recognition. To have my name called, though, in a room full of incredible marketing professionals was out-of-this-world exciting.

Thanks so much to the judges who encourage me with the honor, and for all the professionals from whom I continue to learn. The local community and online community is gracious and always willing to share ideas and experiences. It’s from these groups that I continue to educate myself and push forward with achievements.

Here’s to many more years!

If you haven’t noticed by now, I’m sort of a sucker for email marketing. Let me rephrase – I’m a sucker for email marketing that’s done right. Perhaps it’s the marketer in me, but I really love an email marketing program that effectively mines the data in the company’s system to speak effectively to current customers.

Gaining a customer takes time and energy. However, once you have that customer, speaking to them effectively with valuable messages can mean a phenomenal return on your investment. The hard part is over – you won them! So why not keep those customers by offering them incentives and value that appeals to their personal interests?

Case in point: I am a new convert to RedBox. For one reason or another, my husband and I rarely make it to the movies. Personally, I prefer watching at home with a bottle of wine, the absence of a backseat neighbor kicking my chair and the ability to pause the movie on my way to the restroom. Consequently, we have missed quite a few movies as they’ve headed from the theatre to DVD.

For the past few weekends, we have now been making our Friday night a “RedBox” night with a two-movie marathon. Quick reservation on the computer, followed by a short 2-minute drive to the RedBox and our movie date night is set.

After registering my RedBox account and agreeing to receive promotional offers, I received my first email from RedBox and was overjoyed at their datamining ability; this email came a few days after I’d rented Sherlock Holmes:

Clearly RedBox has partnered with Warner Brothers to offer discounts to valued customers – genius! This is not only an example of phenomenal email marketing, but a prime example of synergy that can be created through strategic partnerships.

Of course, this partnership did come after a heated lawsuit in which Warner Brothers successfully passed restrictions prohibiting RedBox from releasing movies in their kiosks the same day the DVDs became available for purchase. While RedBox dropped the lawsuit, I believe they have won with the partnership for discounted DVD purchases.

At the end of the day, customers want value. RedBox continues to offer conveniently located kiosks and valuable discounts on the movies customers love.

Pet owners are notorious for spoiling their four-legged children. I am no exception to that rule – my little kitties follow me everywhere and keep me company in the office all day. PetSmart understands the owner-pet bond, and capitalizes on this relationship with seasonal events such as Halloween costume contests and photos with the Easter Bunny and Santa Claus.

The seasonal timeliness even extends to birthdays….yes, pets have birthdays, too! Imagine my excitement when I opened an email today with the following:

Now, little Elena has no clue it’s her birthday and she surely wouldn’t be upset if she didn’t get a gift this year. However, PetSmart knows I am a responsible pet owner, and surely I need more cat food, litter, litter deodorizer or hairball paste. Ellie’s birthday is simply one more opportunity for PetSmart to reach out to me and to get me in the store.

PetSmart understands the power of communication and the power of customer databases. They regularly distribute promotional coupons and incentives to encourage repeat customer purchases. It’s these databases that allow them to target customers based on historical purchase patterns.

How are you talking to your customers? How could you be using your database more effectively? Are you capturing data via your website, or only relying on traditional forms of communication? It might be a good opportunity to re-evaluate your current communication strategy in favor of a more efficient means of reaching out to your consumers.

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