Sunday, April 30, 2006

"Email 2.0": Email Marketing is thriving

Anne Holand from marketing reports that email marketing is thriving and she has dubbed this "Email 2.0". I've included some highlights I deemed important from her email summit wrap up:

Opt-in lists
What I found interesting was that adding a form field let to more email opt-ins as it's typically the opposite effect:

"Proving that no rule is set in concrete, David Kreitzer, Marketing Director Bella Pictures, says he more than doubled opt-in form conversions when he *added* an extra field. Turns out brides visiting the photographer booking site were far more likely to complete and submit an email form when they were asked for the date of their wedding "to check availability". "It doesn't do anything," admitted Kreitzer. "But she feels like she'll get something immediate back from filling out our form, so it's a good thing.""

Good to know! It goes back to that concept of thinking about your target audience and what typre of informational that they would want to provide (not just willing to provide) rather then just thinking about the information that you want.

Email Creative Design
There are also some other interesting concepts regarding how you should design your B2B emails:

"Email templates that work are increasingly simple. The only Web site navigation most award winners and speakers prominently included on their email templates was a hotlinked logo and a search button. Plus, many email templates are slimming down from typically two columns to just one column. In the meantime, typeface font sizes are up -- often to 12 points for body copy. Images are still critical for many mailers, but smart designers are moving compelling text above the image so if recipients block images, they still see something of interest in their email preview pane. "

Email Copywriting

It seems that emails need to become less salesy - wow that's not a surprise!

"In fact copywriters have to split their voice in two. Outbound messages to the non-interested masses have to be peppy to capture interest. That means your Web banners, POP displays, print ads, TV and radio commercials, and direct mail campaigns to rented lists should be "promotional" in tone. Copy for the already-interested audience -- especially email opt-ins, inbound phone calls, and search clicks -- should be far more FACTUAL in tone. You've gotten them to the store, now they'd appreciate it if you'd stop pitching them and serve their information needs instead."

Anne provides examples of companies such as E-LOAN and Intercontinental Hotels not including offers in their newsletters. There are also some additional concepts of email cenmtralization and email globalization that are very interesting.

Thanks Anne for your continued efforts to keep marketers informed about the latest and greatest in email marketing. It seems that while there are other mediums like RSS and blogging that are starting to really make a dent on how marketers get there message out there, email is still king and what we seee happening is a shift in the way that it's used. E-marketers are getting more creative and more willing to test out different scenarios in order to get the best results.

Chad H


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Saturday, April 29, 2006

Video Blogs - What the ()#%?

Just when I start to get a handle on the whole blog thing, they come up with video blogs. I never knwe they existsed. That means I must keep reading! It's interesting though as blogs are supposed to be more for the common person and the whol video things is a bit to "adsy" for me.

However, video is becoming more and more prevelant on the net. Here;s an article from MarketingProfs on how "Five-Second Video Ads Just Right for Online".

Another article about "Clickable Video" on ClickZ. Looks like it's coming to North America, but as I suspected, it's very slow for a number of reasons.

OK ok, I keep adding to this blog post as I'm finding some awesome video websites and I need to blog about them. Imedia just turned me on to this great website called "Friend of Bright" by Orbit. They use flash which is great at displaying video as it loads pretty quickly. Great use of integrated marketing by combining viral marketing, download ring tones, interactive games etc.. It's even reminding me as I write this blog to download the ringtone (it knows that I haven't done this). Very cool stuff - but expensive I'm sure!!

Have you had any success using video ads?

Chad H.

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Blog Business World: Marketing Blogs, Public Relations Blogging, SEO Advice Blog

Found a new blog that I like called "Blog Business World". Check it out.

Chad H

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Blog Searching on Yahoo

Want to check up on your competitors, friends, or ex-girlfriend/boyfriend's blogs? Here's some hints on how to use Yahoo!'s blog search

Here is the tip from "ResearchBuzz":

"Start with this URL: http://blog.news.search.yahoo.com/blog/search?&p=keyword

Where keyword is the word for which you want to search. (Denote a phrase with %22 at the start and end of the phrase, and replace spaces with + .)"

eg: http://blog.news.search.yahoo.com/blog/search?&p=anything+goes+marketing

Have fun checking out what your ex-girlfriend is saying about you!

Chad H

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Obtaining Feedback for Your E-Newsletter

Do you want to better undestand how your e-newsletter readers feel about your newsletter? Why not tie your blog and e-newsletter together? That's what B2B Online is reocomending. On their website they say:

"Blogs let people interact with a company or person in a way that they feel heard and seen. If you post every story on your company’s blog and provide a space for people to respond to and comment on those stories, you will garner opinions, Quinn said..."

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Bad Customer Experiences

Have you had a recent bad customer experience? I had one this week. I was as always in a rush trying to get to a dentist appointment and I needed to take a cab. I look around and I see a Shell station which I know has an instant teller. I go in there and try to withdraw some money only to find a half of a $20 bill when the money cam out. Here is the email I sent to Shell:

Hi,
I had a terrible customer experience at your Shell station at Sheppard and Wilson Heights on April 25. I was using the Scotia bank machine at your “convenience store” and I had withdrawn $60. As the money was being dispensed, I noticed a problem with the machine and one of my $20 dollar bills was torn in half. I went to the store clerk who directed me to his manager. When I explained the situation and showed him the $60 dollars that I had just withdrawn with the torn $20 bill he told me that there was nothing he could do. That’s BS. He could have taken my torn $20 bill, given me $20 from his register and followed up with
Scotia directly. I’m sure the other half of the $20 is still in the machine and the next time that they came to empty the machine he could have alerted them to this problem and they would have compensated your store owner. Instead, the store manager acted like an ass and I’m out $20. Moreover, I had a terrible experience at your store and I refuse to go back to Shell. I’ll also be blogging about this experience as I don’t want others to face the same problems. Here’s the bottom line: If you provide a service in your store, train your managers to deal with problems that come up in an effective manner. Telling me that “it’s not my problem” was not the right answer. I would never treat my customers that way I was treated this week and you should be ashamed.

I'll let you know if I hear anything. These days, you can't let people get away with this crap. With places like Starbucks that are all about the customer experience, I can't beleive that all businesses are not aligned with thsi concept with competition being so fierce in the gas station market with gas prices going up and up.

Have you had similar experiences?

Chad H.

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Monday, April 24, 2006

Five Big Online Marketing Mistakes

A few good tips on proper online marketing tactics and SEO can be found in this IMedia article.

Chad
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Saturday, April 22, 2006

HTML Email Tips

Here's an article on ensuring theat your HTML emails are coded properly. Really really basic stuff but may be helpful if you've never doen this before. Some of this stuff is super obvious including how CSS should be used.

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MSN Search Tecniques

Good discussion going on for optimizing your site for MSN Search.

If you can contribute, have a look.

C.

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Friday, April 21, 2006

Blogging Simplified

From a great blog that I read Business Blogwire, I found this new blog that I just added to my blog roll called Simplenomics: Blogging Simplified
I like the author's attitude and he wrote this great post on how to make money blogging.

Chad H.

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Well Blog My Ass - Blogging is growing like crazy!

Technorati has recently reported that there are 35.3 million blogs out there and that 75,000 blogs are created each day. Holy crap Batman. To all you bloggers out there, this ones for you!

Chad H.

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Thursday, April 20, 2006

Dynamic Email Content: The Next Generation of Personalization:

Have enough work writing one email to your customers or prospects? Try having to write muliple messages for one email campaign!! Welcome to the world of dynamic email content. Before you go off saying "Where the &^$# do I even begin and how am I going to do this?", take a deep breath, grab a coffee (I prefer a large double double from Tim Horton's) and think about how you would want to receive an email if you had just signed up for a newsletter on a website.

While I will always advocate the need for personalization in emails (such as Dear Chad) as well as basic segmentation based on your relationship (i.e. customer vs. prospect), dynamic content in emails is taking persoanlziation up a notch. In the past I've written about how messaging is getting lost with the influx of email in a typical inbox these days. It's time that marketers "took back the night". Dynamic content gets you partially there as you're able to deliver a finely tuned message based on the great data that you've been collecting.

In Click Z, Derek Harding (he is one of the actual experts) has written an excellent article about ways that you can use dynamic content in emails to ensure that your emails are relavent to your intended audience. Depending on how you collect information and the technology that you are using, he writes that you should be personalizing your emails based on:
-Preferences: The type of content that they want to see
-Behaviour: purchase history, web visits etc...
-Demographic: Mostly B2B but geography is key in B2B
-Psychographic: "Interests, Attitudes and Opinions (IAO)"

He claims that you can gather this type of data from surveys, polls, preference forms and other sources (offers, call centres interactions). What he didn't mention is that you'll need a kick ass product to pull this off. It will be interesting to see how marketers will use these new dynamic email tools. I've found that marketers have a tough enough time trying to get any content together for an email campaign on top of all of their other daily duties. While technology can bring innovation, it still relies on people to actually use it and use it effectively. We'll see what happens! Hey, if you're reading this blog right now, at least you've discovered bloggins so I'm sure you can handle dynamic content.

What do you think? Do you use dynamic email content? Do you use any personalization?

Chad H.

PS: I personally see this as a lot of fun becuase if you have the tools to measure your success then you can do some really small experiments and see if you get a greater amount of conversions, opens and clickthroughs based on using even very small content substitutions.
PPS: Dynamic content will open up a whole new world for email marketing. We need to think about ways to maximize this new capability. I've started to see email campaigns that are not just one offs but at least a month in length and that integrate content that is gathered over a long period of time to nurture leads. More thought is needed in this area to plan out a strategy around how campaigns should be integrated.

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Wednesday, April 19, 2006

Google in Space!

An intersting article in DM News states:

"According to Pew Research, more than 50 percent of consumers trust e-mail less and nearly 25 percent use it less. E-mail’s reliability has taken a big hit, too, as 20 percent to 30 percent of legitimate, opt-in e-mail gets caught in the filters intended to prevent abuse. These are not healthy indicators for a medium that we increasingly depend on for communication and commerce. "

While this author is biased of course, this is something that should be noted. The author stresses the importance of "email authentication" but we all know that spammers keep transformming themselves and more and more people are using email which means spamming is becoming mainstream. What I mean is that we receive so many emails each day that while it doesn't seem to be spamming because a company may only send you the odd email that you in fact opted in to, all of these emails add up. The message that you want to convey is being hidden amongst the 2132 other emails in your inbox. The end result is the knee-jerk "delete" reaction when you see email that doesn't contain a familiar "from" address or subject line. Alternative actions are needed. This may be by mixing up direct mail, email, blogging, RSS feeds, web campaigns, search, podcasts or perhaps another new marketing channel that has yet to be uncovered.

I like the idea of mobile marketing - especially to blackberry users. Blackberry (or Crackberry) users love email or they wouldn't have one of those addictive little toys (OK some of you really need them). With a Blackberry, you're on all the time and you can get email 24/7. The question is, how can you get the message through in a format that these people will enjoy? Perhaps designing email specifically for these on the go people that may make their commute easier, or their airport travel more enjoyable etc... These are ideas that need to be explored. Theer are som many add ons for these things like MP3 players, GPS capability etc... that new opportunities can be explored. Maybe I'm drilling down a bit too far here though... I'll leave this for another day.

Chad H.

PS - I still like my idea of a Google space shuttle. Imagine the type of advertising that you could do on the side of a space shuttle! You could even call the astronauts Googlenauts! Just think about Googlenauts eating McDonald cheeseburgers in space and playing Texas Hold-em poker on their Blackberries. Perfect!

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Monday, April 17, 2006

Brand Essence

I really liked the discussion that I was reading on the Marketing Profs forum regarding one company's attempt to discover ways to do marketing research on the cheap. There are some good examples on and really the main point that came out of it is that you really need to understand the customer to sell to them. It seems that most people felt doing an online survey was the best solution in this case.

There was also a great article on how achieving brand Essence is crap (my interpretation). You definitely want to focus on the experience but don't get too wrapped up in a newspaper ad that demonstrates your product as the be all and end all. Your product itself and your people will make the real difference.

Chad H.

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Screw Email! Part Deux


In the interest of keeping my job :), let me qualify my last post. In push/pull marketing you are either sending out information to your customers/prospects or allowing them to choose the information that they want to receive (this may also be wrong so feel free to correct me). Both have their advantages as push marketing typically allows the marketer to craft the message that is received while pull makreting means that the end user has opted-in and perceives value in the information that they have requestd.

RSS feeds and feed readers are great as they allow you to receive information that you want (most of the time) in a format that is easy to read and scan through. The information is also easily sortable and does not get mixed up in your more crucial email. Email has many distinct advantages over RSS feed readers with the main advantage is that most people who are iether your customers or your prospects use it. The same can't be said for RSS as the Joe and Jane just hasn't caught on to it just yet. Before this takes place, email is still king and even when the RSS boat comes in, email may still be king becuase it's so frickin easy to use. It was hard enough getting grandma to email - imagine trying to teach her RSS? Most likely, RSS will become another marketing channel (as it already is) and will allow marketers some additional freedom to weave their magic and help push widgets out the door. For example, the first 50 people to subscribe to a feed get a $20 gift certificate at Apple.com. Even better - a secret RSS feed will hold the answer to an internet treasure map. Now we're getting creative! In the B2B world, wouldn't it be great if there was an RSS feed that let you know about all upcoming webinars in your area of focus? For example, if Google was promoting its new space shuttle (an add on for Google Earth), wouldn't it be great to know when the next live demonstration was going to be? I guess you could use email but RSS would be less personal and have more of a communal aspect. hmmm.... RSS may lead to less of a personalized experience and allow others around the world to better communicate to each other at the same time. More of a many to many relationship then the "ideal" 1:1 that we always hear about. This is definitely something to think about.

Any thoughts on where RSS will take us? What year do you predict the launch of the Google space shuttle?

Chad H.

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Sunday, April 16, 2006

Screw Email!


I was playing around with some RSS feeds such as My Yahoo and Feed Reader but I really am loving BlogLines. It's helping me keep track of a bunch of feeds without sending me 2000 emails. I may even start unsubscribing from email newsletters and just use the RSS reader.

Who's with me? Have you started to do the same thing?

Chad H.

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New Marketing Blog

Here's a new blog that you should be aware of by Marketing Profs. There are some good articles and they have some pretty good writers such as Seth Godin. BL Ochman also has an awesome article on how she keeps up with all of the information out there. She uses Bloglines for her RSS feeds.
I found outthat you could susbcribe to Dilbert which made me happy (doesn't take much). She also suggest setting up Google News Alerts which I already do. This is a simple trick that is REALLY helpful.

Do you have any good marketing blogs that you read on a daily basis?

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Monday, April 10, 2006

How to lose traffic on your blog in 10 days

After reading a good article on how to attract people to your blog, I thought I would do the opposite as this seems to be working for me!

Here are my top 10 ways to lose traffic on your blog in 10 days:

  1. Don't add any new content. Let your blog just "chill".
  2. When you do write on your blog, write in a new language that not many people understand. For example: Kred fud kot. (that's have a nice day).
  3. When someone actually adds a comment you should respond by insulting them as well as their entire family
  4. Don't use tags - they are overrated. If someone wants to find your crappy blog, they will
  5. Include any words such as bomb, 911, assassination, Al-Qaeda, George Bush all in the same sentence in the same blog post. If you do, better start running.
  6. Remove yourself from any blog tracking sites such as technorati etc... Write them a nasty letter about how you will hunt them all down if they keep referring people to your blog.
  7. Don't add any comments on any other blogs, ever!
  8. Your only blog should be about how useless Google is and how it's the worst company on the face of the earth. You should add in your post that its only purpose is to make money. In your new secret language (see #2), use the word "Google" to refer to the phrase "worst company ever". This should definitely destroy your blog rankings.
  9. For any people who continue to subscribe to your blog, post messages like a countdown to a time bomb. For example:

    Message #1: This blog will self distruct in 10
    Message #2: 9
    Message #2: 8

    and so on...
  10. Create a splog ( an evil blog) with really good content tags for SEO rankings about your favourite American Idol hopefuls but actually include crazy content (for example, write about the threat of ice cream on global wrming) and create about 5000 blogs with the same syndicated content. When visitors get to your blog, they will be extremely pissed off and probably have you shut down.

    C.

    PS: Here's a great site on SEO marketing




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Your home page is sacred

Here's how not to create a home page: http://www.americandigitalnetworks.com. Anyone have any idea what the heck this site is about? Perhaps if you invest some time in the site, you can infer that it's some sort of portal but you shouldn't have to! Make sure home pages have a clear message as to what your site is about. For example, if it's a company site, give us a small blurb (1 liner) about your company.

If you need more info, check out Neilsen's home page tips

C.

PS: Here's a good blog on SEO

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Sunday, April 09, 2006

Whoop it up Nike - Go girls

For all those into those cool experience website, check out Nike's area designed specifically for women. Not only do you have some cool music to inspire you while you shop, there are some great work out videos, good offers for a workout DVD, exercise tips as well as videos explaining how to do certain hip hop moves. Great use of media and flash lead to an amazing online experience.

Keep it up Nike! I don't expect any less.

C.

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Thursday, April 06, 2006

Click Z, You SuckZ

Wow, I think people have run out of content to write on Click Z. Here is a terrible article on the 25 things that that this "expert" hates about Google. Danny, I agree that Google has many short comings but it's these types of short comings that have turned it into a 6 billion dollar company! Furthermore, you know that you just killed your company by insulting Google becuase your site ratings are dropping as we speak. You mind as well get out of search marketing all together. Try the witness relocation program. Wait no, we can still probably find you THANKS TO GOOGLE!!! :)

My point is that Google uses its bad press to keep it in the mainstream news. Of course since we find all of our info on Google News, it just makes it that much easier. :) Back to my point - How can you critisize Google for making everything free? Do you want to have to pay 5 cents for every search query? Don't give Google any ideas. Furthermore, how can you say in one article that Google's philosophy is broken and yet say in another article that Google's philosophy aspires to higher things????? You have to admit that your article was weak and that you were grasping for straws.

C.

PS - Hope to meet you in TO at the search conference.

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Whose your daddy?

When I read B2B's article that claimed that Go Daddy's (a web domain company) recent success was due to their CEO's Blog, I thought it was BS becuase I think we all know about that famous 2005 Super Bowl commercial.

However, once I went to the blog, I realized that this guy does have something to say (unlike me) and it was an intersting read. He has this great article in which he vents his frsutrations about rising costs in his industry using a story about bisons in Montana

I have a story about a hockey team - no, make that a Jamaican Bobsled team - that everyone had such high hopes for after their long break. Well these Jamaican's just couldn't pull it together and will now miss the olympics yet again despite the great fan support from the Jamaican nation. Looks like the team will have to wait for next year yet again.

C.

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Wednesday, April 05, 2006

Site feeds added

I felt left out when every other frikin' blog had these cool links in which you can subscribe to their RSS. Thought I would add that as well. Why not! Thanks Feedburner for making this easy.

C.

Tags Mmm... Beer! I like that tag.
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More Viral Campaigns

Marketing Sherpa put out another great article on viral campaigns. I suggest checking it out. If you're into marketing, get their weekly newsletter. Their tips are deadly (in a good way - just like "viral" campaigns).

We all know that before we can sell people on the great products and servies that we're offering, we need to get the word out. There's no better way to do that then to go door to door and bug the shit out of people so that you start to build brand awareness. Ok, maybe not (Listen, it was a hard day today). Of course with the more doors that you get slammed in your face, and punches to the gut and the more you realize that you're missing some good TV shows like the new episode on 24 (or heaven forbid the hockey game), it's best to look at other ways to get your name out there. Getting your customers to be your advocates is always a great idea but sometimes they need a kick in the ass so a viral campaign can help out.

I liked this one on the success of a whitepaper download (this one focused on how to create a press release). It goes to show you that when it comes down to it, your content is where it's at.

Another great one is "Send the talking monkey" email. Nothing better then telling a friend to f-off with a monkey. :) If you like that one, check out Cheerios sweet kareokee viral campaign called "Cheerioke". The technology will probably throw people but I liked singing Tiffany (appealed to my 80's fantasies).

I personally liked Beer.com's promo the best. Mmmm... Beer!

C.

PS: I love the Simpsons. Can you believe that the show is still on? Here's a good campaign: Product placement inside Simpson episodes! Name a famous celebrity that has NOT been on the Simpsons (I mean really famous people - not the Olsen twins).

Tags I can't believe I just tagged the Olsen Twins! Tagging is cool.
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Tuesday, April 04, 2006

Blog optimization for dummies (like me)

Great post here on optimizing your blog. I'll start to implement some of the items that are mentioned.

C.

I just added my first blog tags. Blogger doesn't make it that easy
Tags

I also added that feed subscribe thing on the right side from from Feed Blitz. Thanks again!
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Easy Does It!


Here's a great new viral campaign from Staples featuring the "Easy Button". Not only is the site very creative, and practical it's actually fun! For an administrator who needs to order office supplies quickly, what better way then the using an easy button that you can download to your desktop!

Great job Staples!

Chad H.
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Monday, April 03, 2006

Viral Campaign: I'm a star!

This really stupid simple site caught my attention: http://www.instantstars.com/index.php?name=Chad (hey, it doesn't take much).

C.
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Why can't I generate sales off my site?

This was the kvetch from a marekting prof user. Take a look at the site and you can tell for yourself: http://www.vibrantlifenutrients.com/. The picture of person in the top left hand corner who is suppossed to represent someone who is "vibrant" looks old and decrepit. I think that losing your hair can be very gracefull but it's doesn't seem to be helping online sales. That's my marketing tip for today.

C.
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Most Hilarious Email Ever? Or is it?

Check out this email on MarketingProfs (they have a great little marketing forum BTW). The email is completely ridiculous! It talks about how you can graduate in 6 weeks and how there are plenty of jobs out there etc.... Here's the thing: the marketing campaign worked becuase we're talking about it right now! Hmm.... The mice in my head are starting to move... Maybe this is a new type of email marketing that has begun. I will call it"Reverse Spamming" or Ream for short. Have you been Reamed today? I better patent that now. :)

C.
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Anne Holland Fan

I read this interesting case study on Marketing Sherpa recently on how changes to a website resulted in a much higher conversion rate. Great article but then at the end I realized that the site had changed! I emailed Marketing Sherpa and asked the obvious question "Why did it change and why didn't you tell us that?"

Anne is very classy in her next email, she sent out an article that explained that she really didn't know why. I like Marketing Sherpa becuase it's real and the stories are interesting.

C.

PS - She claims she has a blog yet I can't leave a comment so this isn't a real blog in my books.
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Click Z Sucks

Ever read anything by the "Experts" at Click Z? By experts I mean people trying to sell their stuff. Here is a "great" article titled "Email Creates Awareness". Really? Is that what it does?? Wow, I didn't know! I read everything on this site with a huge, enormous grain of salt. There are only a few experts that I really trust. I'll point them out to you when I see them. I wouldn't waste too much time on this site - becuase you can! Go watch a hockey game or something - much better use of your time.

C.
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Google is brilliant! Help nerds find love!

You have to love the idea of Google Romance. How better to keep people from using your product (especially the techno geeks) then by offering the best offer of them all: love. Crazy smart!! What will they come up with next??

C.

PPS - The joke is on you because it was actually an April fool's joke by Google but wasn't it awesome??? Great way to drive traffic to your site and use humour. Google Romance has inspired me.
PPS - Here is a site on the top 100 April Fool's Hoaxes
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A "successful" email newsletter

I just read what I thought would be an intersesting article on successful email newsletters but ended up being a waste of my time which is ironic as the article states that email newsletters can be wastes of time. In the article: http://www.imediaconnection.com/content/8912.asp it states that IBM uses the ever popular video newsletter called ForwardView. Has anyone actually heard of this (please let me know)?? Of course IBM could afford this but could the everyday marketer really afford to create videos?
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Anything Goes???


This is the first post of a very exciting (I'm being optimistic) start to my blog. The goal of my blog is to record my travels through the world of marketing. I figure I keep reading all of this stuff and I need somewhere to store it 'casue let's face it, I'm getting older (30) and my brain cells have rotted from all the beer that I consumed during university (or just yesterday actually). Sit back, enjoy, have a laugh (or a beer) and hopefully I'll spark some new ways of thinking (doubt it).

The concept of Anything Goes Marketing is simple: Don't let theories or best practices restrict you when it comes to marketing. We all know that in marketing anything goes and I hope to let you know about stories that I see and hear of that shows just that. I'm very grumpy in my old age as well so expect me to shit on poor marketing camapigns that I come across. Hey, it's my blog and I can do that.
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