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Crowdfunding: A New Marketing Channel - via @Curagami

Crowdfunding: A New Marketing Channel - via @Curagami | Curation Revolution | Scoop.it
From www.curagami.com - September 25, 2014 10:59 AM
Crowdfunding is a new powerful marketing channel similar to what email marketing used to be - high profit, low cost with big social and UGC benefits.

Martin (Marty) Smith's insight:

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Taking Of Google 1,2,3 - Create Your Internet Marketing Destiny

Taking Of Google 1,2,3 - Create Your Internet Marketing Destiny | Curation Revolution | Scoop.it
From plus.google.com - June 19, 2013 9:45 PM

Google can feel like a dungeon master. If your website is mission critical, and whose isn't now, and any traffic source controls more than 30% of your websites traffic and/or conversions you are in trouble.

Diversification is the key to online marketing success. This post is about 3 Giant Steps to creating your own Internet marketing destiny. Following these steps mean Google's moves will hurt less.

If you've just been tagged with a traffic penalty don't rush out and start changing things. Organic change is needed, but you should do so with a plan.

BUT, you can double down on PPC, up your email marketing fequency and increase social. Those moves may close the gap left by a Google algorithm change while you begin to remove links (with RemoveEM.com) and do the other things that will get your Google train back on track.

Here is the piece about how to diversify your traffic sources and build your list:
https://plus.google.com/u/0/102639884404823294558/posts/Maf8cEcEBGu

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Reading Email In Bed: The Mobile Rethink of Email Marketing [+ Marty Note]

Reading Email In Bed: The Mobile Rethink of Email Marketing [+ Marty Note] | Curation Revolution | Scoop.it
From marketingland.com - March 1, 2013 10:35 AM

Thanks to smartphones and tablets, email marketing has fundamentally changed. Best practices surrounding design and when to send are seeing some of the first major shifts since webmail clients were the dominant email platform. The good news for marketers is that people consume more email now....


Via Jeff Domansky
Martin (Marty) Smith's insight:

Email Marketing Critical & Different Now
35% of people use their tablets in bed. In and of itself that stat isn't all that helpful (lol), but understanding the curation role tablets and smart phones play is becoming critical to successful email marketing.

Here is how mobile is changing email marketing:

* Look and feel changes (less is more and clear CTAs).
* Subject lines = even more critical (7 word rule).

* Delivery timing is changing (see linked article). 

* Speed critical (delivery network is slower, so smaller is better).

* Engagement is harder, so SINK THE HOOK. 

Mobile Email Marketing Rethink 


Mobile email goes in curation steps.

Step 1 REVIEW
First goal s make it past the "trash this" review. Trash this reviews are about who is sending WHAT now. Many people use their mobile devices to decide what gets into their laptop or desktop computers. 

Key in Step 1 = great subject line and a trusted brand (if not trusted yet you can become trusted by only emailing GREAT stuff that is relevant for who you are sending it too - so create segments and personas).

Step 2 OPEN
Opening email marketing on mobile devices is yet another hurdle. If your email takes a long time to open it flunks this test. Small and fast is best. If your email marketing is image heavy it won't work well on mobile.

Key in Step 2 = clear headlines with large Calls To Action (CTAs). 

Step 3 ACTION
If your email isn't easy to tap, swipe or make it move forward then you've failed the most important conversion step. You've worked SO HARD to have your customers arrive here make sure ACTION is easy on a mobile device and remember action steps are different on different devices. 

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Martin (Marty) Smith's comment, March 3, 2013 9:00 PM
LOL, plural of Marty is Marty2x I think. Good scoop here that is a critical read for ecom. When I was a Director of Ecom email was our highest margin channel BY FAR. I bet that is still true for those who understand how to modify approach based on this post. Marty2X
Sylvie Mercier's curator insight, March 4, 2013 12:21 AM

New marketing ....
Marty Koenig's comment, March 9, 2013 3:43 PM
LOL Marty2x. It is interesting to see the variations and sameness from the old web to the new mobile.
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Email and Social: Enemies or BFFs? [+ Marty Note]

Email and Social: Enemies or BFFs? [+ Marty Note] | Curation Revolution | Scoop.it
From diyblogger.net - September 27, 2012 9:44 AM

You know, the place where you typically see no-reply@some-domain.com, or null@some-domain.com? Well, I hate that. If I'm getting an email, I want it to come from a human. Is that too much too ask?

Marty Note
This article is a fascinating and TRUE to my experience read. The section that talks about having a heart attack before pushing the send button is something I can relate to; nothing like emailing a mistake to a few thousand people to make you feel BAD and possibly be looking for a job (lol). I wrote a piece about this stress about a year ago:


http://www.atlanticbt.com/blog/email-marketing-is-live-amunition/

The other intelligent question is does email, as practiced, make sense? Email marketing was always our highest margin channel when I was a Director of Ecommerce, but open rates were terrible as noted in this piece.

Bulk Email Is Dead
If you are still blasting the same offer to your list I suggest stopping that now. Nothing will fatigue your list faster than sending middle of the offers to everyone. At the very least you should have new, returning, returning and have purchased, returning and have purchased a lot segments in your list.

Creating personas to define the characteristic archetypes in each segment is a great idea too. Read Managing Content Marketing by Roze and Pulizzi for more on how to create personas.

Mobile?
We are seeing curation of communication as one of mobile's most universal uses. Deleting emails on smart phones and tablets is often much easier and faster than on desktops and laptops. A large group of power users curate emails with their mobile devices. Email marketing just received a new hurdle - emails must look engaging on a small screen or tablet to move to a place customers are likely to actually buy (laptops and desktops). If your email looks bad on a mobile device your unsubscribe rate will double as open rates decline. Check your emails on mobile platforms. If they look horrible hire someone to fix your emails on mobile immediately.

Social?
I agree with the author "noreply@...." seem nasty in our one-to-one marketing present, but I also agree with the horror story he shares from trying to be personal with a large list. Perhaps one resolution is to pitch social as the place to share reactions, comments and ideas. As a Director of Ecommerce we learned the live address lesson the hard way. Live addresses, even generic mailboxes, will receive a lot of "unsubscribe" requests, so it can be dangerous to do use a live address. Miss those unsubscribe emails and before you know it you are in court.


Best idea is to build a "feedback" loop into Twitter. See how Zappos uses Twitter for the best practice.

As far as BFF or enemy? Neither since social seem antagonistic to some aspects of email marketing and complimentary to others. Jury is still out.


Read the attached article to shake up your email marketing process.



Via Mario Lanza
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Social Media Reach Is Dead, Long Live Content Curation & Community… [thoughts on Guillaume's post]

Social Media Reach Is Dead, Long Live Content Curation & Community… [thoughts on Guillaume's post] | Curation Revolution | Scoop.it
From plus.google.com - June 18, 2014 11:35 PM

Social Media Reach Is Dead, Long Live Content Curation & Cmmunity
@Guillaume Decugis  was nice enough to ask me to weigh in on his blog post. He knew it wouldn't be hard for me to write 1,000 words on something that I feel strongly about - what will tomorrow's marketing look like.

Little is certain OTHER than tomorrow's marketing will be very different than today's and unrecognizable from yesterdays. The post on G+ shares my reaction to Guillaume's post along with as much Nostradamas as I can muster at midnight after a long day.

The core is YES content curation is going to be an integral part of the friends of friends marketing creating community we see at our Triangle Startup Factory funded startup called Curagami (http://www.curagami.com ).

One BIG THING we've already learned is RESPECT, ADMIRATION and enough envy to fuel a train for what Marc, Guillaume, Ally and the Scoopiteers created. The post discusses how any cause moves from passion, through to business and finally into quackery.

That evolution is why all tactical online marketing is dead man walking. The key is winning and keeping hearts and minds. Certainly content curation is going to be HUGE in winning the LOVE any successful brand or online presence will require to be successful in tomorrow's marketing. Are there a few other things? You bet and I tried to share all of the hard won lessons about content, community and love team Curagami is learning.

My G+ Post
https://plus.google.com/102639884404823294558/posts/i1fzgtror51

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Responsive Email Marketing An Ecom MUST In A Mobile World [Tips]

From www.slideshare.net - April 21, 2013 9:42 AM
Besides a quick explanation of what responsive email design is; I take a look at what’s possible, going through some of the responsive layout patterns we’ve

Via paulo oliveira
Martin (Marty) Smith's insight:

Email The Register Of Ecommerce
Email out performed all other channels when I was an Ecom director. Email contributed more margin to the bottom line and was the cash register of other "lost leader" channels such as PPC. 

Email also creates important diversification. People on YOUR list put you in control at least as far as you don't irritate or spam. If more than a tiny group on your list complains you are marketing insensitive to their needs (spamming in other words) and your ISP will black ball your website and it can be hellish to get off. 

 

Email As Mobile Life Curator
Email marketing is not without its new challenges. Batch and blast the same message means conversion will go down as spam complaints go up. Email's role is changing with the dominance of smart phones.

Smart phones and pads are the easiest way to manage emails. Email deletion is easiest on mobile and mobile fills up the free time of waiting in lines and sitting on the subway. Wonder why your open rates are going DOWN? A: Smart phones. 

All of this means you need personas and segments AND responsive emails in your email marketing these days. You MUST create relevant messages. Use personas, fully articulated archetypes for between 3 and 7 "super groups" within your list. 

Know what segments within your list such as "multi-buyers" or VIPs are the most profitable. Combine personas, which THEY ARE with your financial segments what THEY MEAN to you to create campaigns that will appeal to THEM and make money for YOU. 

Email Marketing In Mobile World Tips
* Subject Line is beyond important.

* Create responsive email (email must look great on all devices).  

* Use PERSONAS and SEGMENTS together.

* Tell STORIES over TIME.

* Curate User Generated Content INTO your email marketing.

* Count and trend unopens as a NO.

* Create & Trend new KPIs such as $ / sent, $ / opens.

* Keep emails OFF your website (dupe content and hurt heuristics).

 

This last bullet needs some explanation. Your email marketing needs a "can't see this email view it here" link, but keep your creative in a NON-SPIDERED folder.

 

Allowing your emails to get spidered can cause duplicate content problems and the heuristics of your emails don't help since, if you are creating great Call To Action emails, your audience will not spend much time on your emails as they are simply attention getter pass through to points of conversion. 

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Martin (Marty) Smith's comment, April 21, 2013 4:57 PM
Thanks for the Scoop Massimo. Marty
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Marty's 5 Quick and Easy Email Marketing Tips Shared With Food Genius Homaro Cantu

Marty's 5 Quick and Easy Email Marketing Tips Shared With Food Genius Homaro Cantu | Curation Revolution | Scoop.it
From www.atlanticbt.com - December 22, 2012 6:14 PM
Creating AWESOME email marketing isn't hard if you follow these five simple tips.
Martin (Marty) Smith's insight:

One of my favorite chefs, Homaro Cantu from MoTo in Chicago, has a Miracle Berries Diet Cookbook coming out that I am going to buy.


Homaro's email newsletter arrived in my inbox today needing a lesson in how to cook email to get it to do what you want it to do, so I shared five quick and easy tips to make email marketing do what you want it to - CONVERT. 

 http://www.atlanticbt.com/blog/5-quick-and-easy-email-marketing-tips-convert/ 

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