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Posts from May 2006

May 31, 2006

The Art of Domain Name War

I got into an interesting debate with a colleague the other day regarding the acquisition of a domain name for one of their clients, a large corporation.

During the course of planning a major integrated ad campaign, the team at my colleague’s agency realized they would need to create a mini Website to support the campaign. Not surprisingly, said mini Website would need its own unique domain name.

It was then discovered that the desired domain name, let's call it DesignerPets.com, had already been registered by a third party. (Note: I actually own DesignerPets.com, but it’s mentioned here just as an example.)

Continue reading "The Art of Domain Name War" »

May 30, 2006


shaveeverywhere.png Have you heard about "shaveeverywhere.com":http://www.shaveeverywhere.com yet? If not you really need to "visit the site":http://www.shaveeverywhere.com/ now. I'd love to get some feedback from you my ever-faithful One Degree reader - yes I know who you are. My gut says this is one of the most effective microsites ever, but I'd love to here pros and cons on the site and the overall marketing strategy at play here. Key questions for discussion are, how would Philips ever market an electric "everywhere" groomer without this site? Where would you find the target market if not online? How would you get their attention with out the tongue-in-cheek style and edgy humour? How would you get them to buy such an embarrassing product without offering an online purchase option? Side topic: How do we feel about a world where male body hair is considered as unsightly as female body hair (in North America at least)? I used to joke with my kids that people would swear they had "ear odour" if P&G started marketing ear deodorant.

MobileMonday Toronto's First Meeting

MobileMonday Toronto - an open community of GTA(Greater Toronto Area) mobile professionals promoting the mobile industry and fostering cooperation and networking - is having their first meeting on Monday June 5th. This free evening event features -Kristy Cook, Director, Product for Yahoo Canada- Michael J. O'Farrell, Chair, dotMobi Advisory Group Steering Committee and the topic is -Making Mobile Work: Lessons Learned from the Canadian Market- "The Internet Made Mobile: Are You Ready For dotMobi?." Confirm your attendance or get more details at the MoMoTo website.

_Update: This Listing was updated to reflect a change in presenters. Kristy Cook will speak at a future event._

May 24, 2006

Five Questions for New Marketing Maven Joseph Jaffe

This could be the first One Degree Mash-Up. Ken shot me an email asking if Kelly (me, Mitch Joel) would like to interview Regis (Joseph Jaffe) with Five Questions for One Degree (to understand the whole Regis & Kelly thing, you have to listen to Across The Sound #31). I figured this could be a cool One Degree mash-up, so I asked Joseph Jaffe 5 Questions. Enjoy. Joseph Jaffe One of the most sought-after consultants, speakers and thought leaders on marketing and media, Joseph Jaffe is President and Founder of jaffe, L.L.C. - a "New Marketing" consulting practice. Jaffe is best known for his breakthrough marketing book, Life After the 30-Second Spot: Energize Your Brand With a Bold Mix of Alternatives to Traditional Advertising. Along with the book, Jaffe's Blog, Jaffe Juice, and his Podcast, Across The Sound, are both highly trafficked and recognized as offering some of the best new marketing concepts. Prior to consulting, Joseph was Director of Interactive Media at TBWA/Chiat/Day and OMD USA, where he worked on clients including Kmart, ABSOLUT Vodka, Embassy Suites and Samsonite. Hailing from South Africa, Joseph lives with his wife and two children in Westport, Connecticut. Mitch Joel: Your book is called Life After The 30-Second Spot and it has been out for a while. So, is there life after the 30-Second spot or are we not learning from any of the lessons you bring forward in the book? The book has been out for just over a year. Here's my report back on what's changed and what hasn't. Several ideas, "predictions" and recommendations have either come to pass or are beginning to see some signs of life - most notably the notion of Advertising on Demand (AOD) with respect to TiVo's Product Watch. Nothing has been refuted and nothing has become redundant or outdated. On the flipside, it's not what's in the book, but what's NOT in the book that astounds me. For example, I can't believe how little space I devoted to blogs and podcasting, which are both central parts of my professional life (walking AND talking) In terms of the industry's evolution...it's still slow and cautious. I'm not overly impressed with the progress, but I guess change takes time. There are some noticeable cracks in the walls that protect the beleaguered 30-second spot. J&J sat out the "Upfront", as did Coke to a lesser extent. So for sure, we have witnessed - if not the tipping point - then a peak. To cope with the change and volatility, the networks have seemingly run from one extreme to the other... running around like chickens with their heads cut off preaching the virtues of digital downloads. The problems are twofold: there's no business model and they're neglecting their core equity: television. I know this may sound counter-intuitive to the thesis of Life after the 30-second spot, but ultimately the answer is equilibrium and balance. Mitch Joel: Out of your ten areas that marketers need to pay attention to, which one do you think is the most interesting and why?

Continue reading "Five Questions for New Marketing Maven Joseph Jaffe" »

Canada's First Comprehensive Podcast Survey

Calling all OneDegree devotees!

Does your iPod have more podcasts than songs? Do you listen religiously to TWIT? Live and die by Mommycast? Even if you don't, we want to hear from you!

Sequentia and Caprica are pleased to announce the first comprehensive Canadian podcast survey. Participate and get a summary of the results in your inbox! This survey will uncover:

  • the audience for podcasting in Canada
  • podcast producers and their content
  • favourite podcasts, types of podcasts
  • how far along is videopodcasting, and more!

Click here to complete the survey and receive the results!

Blog, Schmog... It's a Website to Most People

Twice in the last week I've been asked if older (i.e. 55+) Internet users "blog." In both instances, the person asking me the question didn't mean, "Are grey surfers bloggers?" but instead was wondering if this older crowd reads blogs. This is a legitimate question. It also reveals a faulty assumption regarding blogs, which is that your average surfer (of any age) can distinguish between a blog and a regular Website.

Continue reading "Blog, Schmog... It's a Website to Most People" »

Five Questions for Dave Balter, BzzAgent

Dave Balter, Founder and CEO of BzzAgent, Inc. launched the company in 2002, and since that time, BzzAgent has established itself as the leading provider of word-of-mouth services for the world’s most esteemed brands, including Anheuser-Busch, Levi Strauss and Ralph Lauren. In January of 2006, the company closed a groundbreaking US$14 million round of institutional financing.

Balter is a founding member of the Word of Mouth Marketing Association (WOMMA) and co-authored “Grapevine: The New Art of Word-of-Mouth Marketing.” BzzAgent Inc. is a word-of-mouth marketing and media firm that helps companies to organize and manage honest, real-world conversations among everyday consumers. BzzAgent’s innovative process, platform and programs enable the acceleration and measurement of word-of-mouth as a marketing medium. Using such systems, BzzAgent’s clients can generate awareness and shape perception about their products and services either via BzzAgent’s community of 160,000 trained, volunteer brand evangelists.

One Degree: Do you see a difference between buzz, viral marketing, work of mouth and novelty?

I’m not entirely sure what you define as novelty, so I can’t really speak to that, but the other 3 concepts – buzz, viral and WOM – all belong to the same family of consumer engagement (in the marketing process). The commonality among these practices is the belief that the consumer is in control and will determine what media they want to consume and what they are willing to listen to and communicate about. In other words, what unites these techniques is the marketer’s willingness to allow the consumer to determine the messages to be communicated.

However, there are some key distinctions that can’t be ignored. Buzz marketing is most traditionally an event or experience that’s intended to get people talking. It’s Oprah Winfrey giving away 276 Pontiac G6’s on her show in 2004 or Snapple attempting to build the world’s biggest popsicle in NYC’s Union Square (which melted by the way…which created its own buzz, of course).

Viral marketing is any message that is passed along from one consumer to another. The majority of viral marketing takes place online with video snippets such as Subservient Chicken. In some cases, viral media happens organically, with no marketing push. Stephen Colbert’s recent lampooning of President Bush, for example, quickly became one of the most watched videos on the Internet.

Viral marketing can also take place offline, as it did with Lance Armstrong’s Yellow Bracelets, but the Internet continues to be the medium of choice for most viral marketing programs.

Word-of-mouth is the actual sharing of an honest opinion between two or more consumers. It’s part of our social fabric – it’s a major aspect of how we people communicate with one another. The key concept here is that no marketer can create word-of-mouth. It can be sparked, accelerated, augmented, even measured – but because it occurs naturally, it can’t be manufactured or manipulated.

Buzz marketing and viral marketing programs sometimes attempt to create word-of-mouth, with mixed results based on a variety of factors from current consumer trends to originality of the concept. The big takeaway: word of mouth is what ends up driving real results. When it occurs, the rest is easy!

One Degree: How has BzzAgent changed since it was founded in 2002?

Continue reading "Five Questions for Dave Balter, BzzAgent" »

Dotcom Baseball Tournament In Toronto

"Tucows":http://www.tucowsinc.com/ "uber-blogger" "Joey deVilla":http://accordionguy.blogware.com/ just let me know about some semi-competitive dotcom softball fun happening Sunday, June 25th, 2006 at Riverdale Park West here in Toronto, starting at 9:00 a.m. 14 local Internet companies will be fielding teams: # Borderfree.com # Canada.com # CBC.ca # Chum Interactive # CTV / Discovery / TSN # eBay.ca # Google.ca # Indigo.ca # Kaboose.ca # MSN.Ca # Puretracks.com/Standard Radio Inc. # Teletoon / Family / TMN # Tucows.com # Yahoo.ca Festivities start with a pre-tournament social/team placement event on Thursday, June 22nd.

May 23, 2006

MobileMonday Toronto Launches

Last week I failed to mention that "Alex Bosika and Jim Brown's":http://www.onedegree.ca/2005/12/06/5-questions-for-alexander-bosika-and-jim-brown-founders-mobile-monday-toronto "MobileMondayToronto":http://www.mobilemondaytoronto.com/ had its official launch last week. Here's the announcement: bq.. MobileMonday, the global organization for mobile professionals, has announced the launch of its Toronto chapter. Based on the successful expansion to over 20 locations globally, Toronto was targeted due to the large concentration of mobile technology players in the area. MobileMonday Toronto will provide on a monthly basis a casual venue for mobile professionals to get together and network, share ideas and grow the mobile industry in the Toronto region. It will also provide an outlet for Toronto area companies to showcase products or services to other global partners. Co-founders Alex Bosika and Jim Brown believe the timing is right, "The whole objective of setting up this chapter is to help local companies bridge opportunities on a larger stage. With a high concentration of Mobile Carriers, venture capital investors, marketing firms, universities and technology companies, it's a natural extension of the community. The Toronto region is a hotbed for talented individuals and companies; we are hopeful MobileMonday Toronto will have a positive impact and foster greater cooperation among industry players. We're excited to be a part of this global movement." Jari Tammisto, CEO of MobileMonday in Helsinki, Finland, is leading the global development of MobileMonday and is very pleased that the Toronto chapter is being launched. "Toronto is an important hotspot for mobile technology and business innovation in North America, so we were naturally extremely happy when Alex and Jim decided to put forth the effort to set-up MobileMonday's second Canadian chapter. We will support the Toronto chapter as best we can and we look forward to welcoming its members into our global network of mobile professionals." MobileMonday Toronto will work closely with the Vancouver chapter in the sharing of knowledge and information regarding the Canadian market. For details about the initial meeting for MobileMonday Toronto, go to "www.mobilemondaytoronto.com":http://www.mobilemondaytoronto.com. p. One Degree wishes MoMoTo much success!

Sears Travel Averts Email Disaster

Having recently attended a few conferences such as the Visa E-Commerce summit and "Mesh":http://www.meshconference.com, I've realized the speakers I liked were ones who discussed how they dealt with disaster. So here is my turn in the confession booth - Let's hope no one from "work":http://www.searstravel.ca is reading. Last year we sent an email for a St. Patrick's Day promotion. 'Leave the New World for the Old World' with great travel deals to Ireland. All our i's were dotted and t's were crossed. We clicked send and the message went off into cyberspace. Later the same evening I got a panicky call. *Every one of the over 50k subscribers on the list got the email 8 times.* One of those 'oh crap' moments in my career. After heart palpitations and fear of black-listing by ISPs, it was damage-control time. First we stopped sending email. We then met first thing in the morning to figure out what went wrong. Prior to the meeting, my inbox already had messages from my boss and SVP asking what had happened. At the meeting the IT guys were expecting a public execution. There was a bug in the email system that caused the problem. They apologized for the screw-up. Rather than finger-pointing we looked at fixing the situation. (Yes, I did have to restrain myself at first.)

Continue reading "Sears Travel Averts Email Disaster" »

CMA National Convention Wrap-Up

There was not enough love for the latest CMA(Canadian Marketing Association) National Convention and Trade Show which took place last week in Montreal on One Degree. In the interest of full disclosure, I sat on the organizing committee for this amazing three-day event, and here's my (somewhat biased) perspective: The theme of this year's CMA Conference was "Next:" - with the core message being, "what do marketers need to be on the look-out for." I was very fortunate to also win a coveted speaking slot, where I let loose on the digital marketing space and all of the opportunities marketers seem to not be paying enough attention to. My presentation was called _The Brand is Flat: How Brand Democratization is Going to Change Your Business...For The Better,_ and it was followed by One Degree contributor, "Bill Sweetman":http://www.onedegree.ca/category/bill-sweetman, who presented a stellar perspective with: _Impatience Is A Virtue: The Rise of the On Demand Consumer._

Continue reading "CMA National Convention Wrap-Up" »

May 19, 2006

Helpful Error Pages

Here's a bright idea from our friends at "37signals":http://www.37signals.com/ makers of "Basecamp":http://www.basecamphq.com and "Backpack":http://www.backpackit.com/ really sweats the details. In fact they wrote an "entire book":http://www.amazon.com/gp/product/073571410X on "defensive design". When checking my Backpack page recently (it's my default home page), the site had a bit of a hiccup and I got this message: Backpack 404 Now isn't that a whole lot better than a generic 404 error or spitting out code from a database error?

Mesh Conference Highlights

Firstly, hats off to the "organizers":http://www.meshconference.com for setting up the Mesh Conference in just 9 weeks. They also *sold out* without any traditional marketing; it was strictly via word of mouth and blogs. Talk about ROI. The conference attendees presented a nice mix of techies, marketers, venture capitalists, entrepreneurs, students and PR folks. It was a great opportunity to network with others. The sessions on day one were very productive, especially Blogging 101 by "Tris Hussey":http://blog.larixconsulting.com/blog. He didn't lose us rookies in the room and facilitated interaction amongst the audience. There was some debate about whether blogs generate revenue, but one attendee pointed out his client had many sales leads and referrals for other businesses not to mention job offers because of his blog. Looking strictly at ad revenue from Google Ad Sense is a myopic view.

Continue reading "Mesh Conference Highlights" »

CMA Shows It's All About Me

I just got back from the "CMA Convention and Tradeshow":http://www.the-cma.org/convention/intro.html in Montreal. And what is left ringing in my ears? *It's all about ME.* Well, it's all about them... the consumer. Marketers need to internalise that the game has changed and the consumer is taking an active, if not leading role. Well, not even the consumer, but rather the "prosumer". Max Lenderman (Creative Director at GMR Marketing LLC) defines the prosumer as a consumer that is: proactive, professional or a producer. In any case, this prosumer is empowered. And if we choose to collaborate *with* them, they can become our most powerful brand evangelists. More details can be found in Lenderman's blog "Experience the Message":http://experiencethemessage.typepad.com/. Co-collaboration was also highlighted by Dr. Martha Rogers (Founding Partner, Peppers & Rogers Group). Rogers asserted that organizations need to enter a "learning relationship" with our customers. By positioning my customer as a co-collaborator with me, I am able to de-commoditize my product/service. I will have something to offer my customer that none of my competitors will - an ability to support my customer in a unique and personalised way. Rogers' new book "Return on Customer":http://www.returnoncustomer.com/ contains additional information about creating customer relationships built on trust and co-collaboration.

Continue reading "CMA Shows It's All About Me" »

May 16, 2006

Measuring Email ROI

As marketers are held more accountable for their budget there is a greater need to provide CFO with return on investment (ROI) metrics for programs, campaigns and even individual executions. It seems that nowhere is this more relevant than with email marketing. Part of the drive for email ROI is that email _is_ so measurable. You can get immediate feedback on your executions and accurately forecast the results of an email drop in just a few days. Furthermore, when you integrate your email metrics with your point-of-sale or e-commerce data and your web analytics platform ("WebTrends":http://www.webtrends.com, "WebSideStory/HBX":http://www.websidestory.com, "Omniture":http://www.omniture.com, etc.) you can get even deeper ROI insights. Here are a few things that can help you optimize your mail ROI: *Clean Email Lists* - Keeping your lists clean (removing unsubscribes and bounces) is a best practice for avoiding spam blocks. It's also a great way to reduce the number of messages sent, therefore reducing your total cost. Furthermore, if you have an old, underperforming list (maybe you inherited it from another division or a company you acquired) you may want to re-subscribe them through an opt-in campaign. Case studies have proven it's the quality of the list, not the quantity that drives ROI. It's possible to cut your email list in half and not affect your click-though and other activity rates. Plus you save 50% on your per-message fees, meaning an increase in ROI.

Continue reading "Measuring Email ROI" »

The Interactive Gospel According to Kevin Roberts

During his keynote speech on the first day of the 2006 Canadian Marketing Association annual conference yesterday in Montreal, Saatchi & Saatchi's Kevin Roberts strung together 10 words that were music to my ears:

Continue reading "The Interactive Gospel According to Kevin Roberts" »

E-mail Marketing's Top Tactic

One of the most common questions I get asked about email marketing is "What are the industry average open and click-through rates?" If you ask ten industry experts you are likely to get ten different answers. What's the right answer? "It depends." That's also the right answer for many other email-related questions like: * What's the best day and time to send email? * What's the best type of offer to send? * How often should I send email? The specific answers to these questions will vary depending on your industry, who your best customers are, what your marketing objectives are and many other variables. So how do you get the answers to your questions?

Continue reading "E-mail Marketing's Top Tactic" »

Sig Files In Action

A few weeks ago "I asked you to show us your sig files":http://www.onedegree.ca/2006/04/27/show-us-your-sigs and while my inbox isn't exactly overflowing with examples, I did get a few interesting specimens I wanted to pass along. Chris Adams of "Hot Banana":http://www.hotbanana.com/ uses a very simple animated .gif after his contact information. Beside the .gif (shown here) Hot Banana also highlights any recent awards they've won via a second smaller .gif (not shown). Hot Banana sig As Chris explains: bq.. "This is dynamically programmed via Hot Banana so that, instantly, if our VP Marketing wants it changed - it is done - without having to install a new sig file for each Outlook user." p. Jeff Ginsberg of "The Email Company":http://www.theemailcompany.com/ offered to share 1 of 3 signature files his company sends depending on the type of contact the message is going to. Here it is: Ginsberg sig As an aside - what is wrong with you people? I ask for sig files and say I'll post good ones and you don't send me anything? This is free advertising people! Take every opportunity that presents itself! Stop being so humble Canada!

The Fix Is In At TD.com

Back in January I pointed out that "some people think td.com is always offline":http://www.onedegree.ca/2006/01/30/some-people-think-tdcom-is-always-offline. For some odd reason TD had overlooked the need to redirect td.com to the official www.td.com and an error message ensued if you didn't bother with the www. About a month later I met one of the top guys at TD.com at an industry event and he told me they were working on a fix after someone tipped them to the problem, *after reading about it at One Degree*. If you go to "td.com":http://td.com/ today you'll find that you'll be automatically redirected to "www.td.com":http://www.td.com/. I'm happy for TD and their customers but I'm a little sad because now I need to find another example of a big brand missing this basic best practice. Anyone else have a major site that doesn't load without the dub-dub-dub?

May 15, 2006

You Hit Mesh, I’ll Cover The CMA

Word hit the blogosphere that the "mesh boys":http://www.meshconference.com/about.php managed to "sell out":http://www.meshconference.com/blog/post.php?id=60 their "Toronto conference":http://www.meshconference.com/ (congrats). While Mesh goes on, I’ll be soaking in the marketing brain-dump here in Montreal as we get the CMA – "Canadian Marketing Association – National Conference And Trade Show":http://www.the-cma.org/convention/intro.html (running from May 15th - May 17th). In interest of full disclosure, I was on the organizing committee for the CMA National Conference And Trade Show and helped us snag "Joseph Jaffe":http://www.jaffejuice.com/, "Lovemarks":http://www.lovemarks.com/ and Saatchi & Saatchi CEO Worldwide, Kevin Roberts, plus author and experiential marketing guru, "Max Lenderman":http://experiencethemessage.typepad.com/ and a smackload of others. The theme of this year’s conference is Next, so expect lots of talk on how the digital world is (and should) be permeating all aspects of the marketing channel. I know that One Degree contributors "Bill Sweetman":http://www.onedegree.ca/category/bill-sweetman, "Kate Trgovac":http://www.onedegree.ca/category/kate-trgovac, and "Stefan Eyram":http://www.onedegree.ca/category/stefan-eyram are attending, so look forward to some coverage here at One Degree in the coming days. As an aside, if anyone will be in Montreal for this event, please be sure to drop me an email, or stop by my Wednesday presentation - "The Brand is Flat: How Brand Democratization is Going To Change Your Business For the Better". I'm going to include many stories including Habbo Hotel, Second Life, Nike ID and much more. You let me know all about Mesh, I’ll let you know all about the CMA National Conference And Trade Show. Deal?

Google Trends Is More Than A Time Waster

Google Trending Viral I'm sure I wasn't the only one who wasted several hours with "Google Trends":http://www.google.com/trends last week. The newest tool released by the search giant has been the buzz around the net lately by providing search term popularity trends since 2004 (with the ability to compare terms on one graph). As Google's incredibly huge bank of knowledge continues to grow they are finally starting to drop the "general public" hints as to the magnitude of data that they possess. The release of this tool comes on the heels of a re-vamp of their "keyword suggestion tool":https://adwords.google.com/select/KeywordToolExternal, which now offers *far more information* regarding search volume, estimated cost and yearly search trends per keyword. I admit, my first session with the tool led to the inevitable "coke, pepsi":http://www.google.com/trends?q=coke%2C+pepsi searches, followed by "molson, labatt":http://www.google.com/trends?q=molson%2C+labatt&ctab=0&geo=all&date=all and then the all important question "pamela anderson, jessica alba":http://www.google.com/trends?q=pamela+anderson%2C+jessica+alba&ctab=0&geo=all&date=all). After getting the gratuitous curiosity searches out of my system, I moved on to some industry-specific branded terms and began to understand the true importance that this tool holds for search marketers such as myself.

Continue reading "Google Trends Is More Than A Time Waster" »

May 11, 2006

Double Your Pleasure?

Remember those "old Doublemint commercials":http://www.tvacres.com/admascots_doublemint.htm where cute twins parade about hawking chewing-gum and talking about 'doubling your pleasure'? These days this could apply to email opt-in choices. There are two ways to get a person to subscribe to your email list. (Negative opt-in does not count as it's not ethical): # Single opt-in - A customer subscribes to your list by entering their e-mail address and/or ticking a box. # Double opt-in - A customer subscribes to your list by ticking a sign-up box, is sent a confirmation email and they have to confirm they want to receive messages from you. One pro of double opt-in is it prevents email addresses from being mistakenly placed on a list. It also ensures your list has more integrity. Subscribers really want to hear from you and metrics such as open-rates, click-through rates and sales are higher.

Continue reading "Double Your Pleasure?" »

Another View On Kids And The Net

A recent "Globe and Mail article on Cyber-Safety":http://www.theglobeandmail.com/servlet/story/RTGAM.20060508.gtonline08/BNStory/Technology/ for children has me concerned. Seems that parents are being advised by Lianna McDonald to use the ole' "lock down" approach to managing their children's Internet activities. As a psychotherapist and parenting expert, it has always been my advice to prepare children for life rather than protect them from it. When we use our adult power to control children we invite rebellion, deceit, sneaking and lying. Parents impose rigid rules in an attempt to regain control of their children when they feel they are losing control. Ironically, by trying to re-gain control in this manner, we actually loose it further! Many parents today do have an inferior knowledge to their children when it comes to the Net. Their fear is only further fuelled by scary media articles that magnify the rare but extreme case such things as child murderers. Perhaps better a action step for concerned parents is to share the educative process with their children. Learn together where the potential threats lie. Work collaboratively to set mutual guidelines that incorporate what you have been learning about Net safety together. Why?

Continue reading "Another View On Kids And The Net" »

My Mom The Pirate

My mom is not what you'd call a geek, or even someone who is really interested in computers or the Internet. She works for an HMO in the US and uses the computer for work-related tasks and email. She also keeps up to date on her favourite tennis players at the US Open site and forwards me funny photos of cats, but that's about it. She does 100% of her Internet activity at work because she doesn't have a computer at home. I looked into getting her Internet access at home last year, but she lives in a rural area in Pennsylvania. Dial-up is still the norm and *that* is a level of technical support I don't want to provide long-distance. It is surprising to me how many places in the States still don't have access to broadband. According to some recent ComScore data I've seen, 77% of Canadians use broadband while only 53% of Americans do! (Q3 2005 data). That's something I definitely take for granted being up here. But, back to my mom. Her workplace has slowly been implementing security measures on their computer networks. And they have recently introduced some network sniffers to monitor for illegal downloads. Now my mom doesn't know how to download music or movies, either legally or illegally. So imagine her surprise when her boss burst into her office one morning and announced "Network Security has found illegal files on your computer. You could be fired!!" and stormed out.

Continue reading "My Mom The Pirate" »

May 10, 2006

E-mail Confirmations Could Be A Gold Mine

Lately I have signed up for a few new email lists and even made some online purchases from companies I have not dealt with before. What never ceases to amaze me is how many of these companies (almost all in this case) drop the ball when it comes to their confirmation email. I am surprised at how many of these confirmation messages arrive in my inbox - some right away (great) and some many hours, or days, later (bad) - and are just form text messages that everyone else gets. *Wake up marketers, you are missing the boat!* There's a potential gold mine waiting to be uncovered here. When you have captured someone's interest enough that they have taken the time to sign up for your communications or, better still, bought from you, reward them. Delight them. Exceed their expectations. How?

Continue reading "E-mail Confirmations Could Be A Gold Mine" »

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