Manas Kumar, Thinking out Loud

my thoughts & visions for technology

Posts Tagged ‘interactive marketing

In search of the most effective marketing channel

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How effective is a marketing channel - Copyright Genesis Interactive

How effective is a marketing channel - Copyright Genesis Interactive

Effectiveness of a marketing channel was measured using the following 8 criterion.

  • · Is the channel Low Cost
  • · Does the channel have a broad reach
  • · Does the channel allow personalisation (1 to 1)
  • · Does the channel deliver targeted messages
  • · Does the channel offer any viral features?
  • · Can the results be tracked?
  • · Is the channel easy to access?
  • · What is the longevity of a channel

Each criterion was scored out of a total value of 100. The scores are plotted on the line graph from left to right (highest to lowest). So, the highest socre has highest effectiveness.

Questions around cost were normalised using comparative value proposition offered by each channel.

We considered advanced targeting abilities as a measure for the “target-ability” property of a channel

Reach – Global = Maximum, Local/Regional = Minimum

Tracking: We consider a campaign trackable if you can quantitatively define the number of responses and conversions.

What do you think? Any comments?

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Written by manaskumar

October 14, 2008 at 3:33 pm

Viral Email Marketing – Tap into your customers’ social network

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For most readers of this blog, you already know the importance of making your marketing campaigns viral.

The real question is how do you make your campaigns viral in such a way that your message starst spreading like wildfire.

Well, here is a solution recipe that talks about how to create a viral email marketing campaign with guaranteed results.

Ingredients:

  • A great special offer
  • A competition give away
  • List of opt-in email subscriobers (with first names)
  • A Maxmail user account (get a Free trial account here)

Preperation:

Make sure your mailing list of subscribers is clean and has first names recorded for every single subscriber along with a valid email address.

Create an HTML newsletter (doesnt have to be fancy – keep it simple) with your special offer inside. The body of the newsletter should have a 600 x 200 graphic (well designed) that talks about an automatic entry for anyone who forwards this email to a friend. Each forward counts for one entry.

Mention the giveaway prize.

Forward this email to your friends to automatically into a draw to win one of 5 42inch Panasonic PLasma TVs. Forward as many times as you like, each forward counts for one entry. Increase your chances, get forwarding now.

Make sure you have the subscribers first name in the subject line (for higher uptake) and also in the greeting line (e.g. Hello John instead of Hi there)

Send the email.

Watch it cook

John receives your email and decides to forward the email to Sally, Bod, Sue and Ryan. Because John opted Sally, Bob, Sue and Ryan into your original mailing list, when any one of them forward this email, you have an exponential growth in the virality of your email.

Consider this

How Viral Marketing Works

How Viral Marketing Works

You sent an email to John and it has been forwarded around to (in this example) a total of 29 new subscribers. You have also accumulated several competition entries. Your mailing list has grown and now you have greater interest from your customers.

Best of all, Maxmail’s viral marketing feature allowed you to tap into a list of subscribers that you didnt have access to prior to sending this email.

Comments and suggestions welcome.

Written by manaskumar

October 14, 2008 at 2:05 pm