Last week I wrote an article about why Contribution Per Order (CPO) should be the critical revenue metric that businesses use rather than Return On Ad Spend (ROAS). As a reminder, while ROAS is an efficient measuring metric, it cannot assign health to a channel, making it a relatively useless tool. In contrast to ROAS, Read More Let the Results Do the Talking
Category: Marketing Strategies
Video Killed The Radio Star!
If you’re familiar with that song, it may be with you for a few days now—for that I’m very sorry. Someone put it in my head a few days ago while I was traveling, and it’s been stuck with me ever since. You understand the message of the song though, right? An emerging technology coming Read More Video Killed The Radio Star!
Holiday Marketing Check List – Check it Twice!
The final push of the Holiday season is quickly approaching! Can you believe that Thanksgiving just under a week away?! By now, most of your Holiday catalogs are already at the printer and on their way to mailboxes, but that doesn’t mean you should be sitting back and waiting for the orders to roll in. Read More Holiday Marketing Check List – Check it Twice!
Print is the New Digital Champion – Part II
In the last blog post written by my colleague, Michelle Houston, she demonstrated the symbiotic relationship that postal retargeting shares with digital marketing. She also articulated why it’s vitally important to integrate postal retargeting into the marketing mix. I couldn’t agree more. I wanted to continue on that thread of print being a digital champion Read More Print is the New Digital Champion – Part II
Print is the New Digital Champion
Recently, I sat down with Lois Brayfield, CEO of J.Schmid, to chat about challenges and opportunities around brand position across channels. During this conversation, she mentioned the phrase, “Print is the New Digital Champion” and how they are using this in their client conversations. That discussion and Brent Niemuth’s video resonated with me so much Read More Print is the New Digital Champion
The Holy Trinity: Product + Service + Mission
This has nothing to do with religion, so that might have been clickbait. In the world of omnichannel marketing, I’m talking about the holy trinity as: the product one sells, the service one provides to customers, and the mission by which one runs a company. The purpose of this post is that I want to Read More The Holy Trinity: Product + Service + Mission
The YOU in Team
The retail landscape has become more complicated over the years, but as direct marketers, our mission remains the same: to find a group of people that desires a set group of products or services and lead them to a place where they can learn more about them (a store, website, etc.). I call it “inviting Read More The YOU in Team
The Best Predictor of Future Behavior is Relevant Past Behavior
Let’s begin by affirming a core belief. It’s one that our agency, CohereOne, considers foundational in terms of service to clients and our interactions with partners. It’s one that the direct-to-consumer advertising ecosphere (inclusive of retail brands, as well as companies in service to those brands) deeply believes. The best predictor of future behavior is Read More The Best Predictor of Future Behavior is Relevant Past Behavior
Importance of Proper Testing and Evaluation
Recently at the CohereOne Marketing Summit during the pre-conference intensive, we reviewed direct mail testing ideas, how to properly set them up, and how to accurately evaluate the results. During a portion of the presentation revolving around how to properly read the results of a test, I noticed many people in the audience looking wide-eyed Read More Importance of Proper Testing and Evaluation
Integrating Digital Channels into Your Marketing and Circulation Plans
The marketing landscape has changed very dramatically since I started in the industry. Ten years ago, catalog marketing was thought to be complex, but in hindsight, it was reasonably straightforward. Fast forward to today and incorporating several digital marketing channels now affords far greater insights into boosting catalog and direct mail performance. Typically, when we Read More Integrating Digital Channels into Your Marketing and Circulation Plans