Sweepstakes are a primary motivating factor in getting consumers to sign up for email marketing campaigns. A recent study by eMarketer, reported today on Center for Media Research says also that the main factor which drives consumers away from email marketing is the excessive frequency of messages.
Car rental companies are shifting more ad budget to Web. For example, Thrifty Car Rental, invested about 25% of its advertising budget online, since the regard the Web as an efficient medium. AdAge analyses in depth the car rental market situation providing numbers and opinions.
The British Airways advergame, supporting the Rugby World Cup, I�ve talked about a couple of weeks ago is now online, and you can win plane tickets, as well as dvd players and photo cameras. Just go to http://www.britishairwaysbigkick.co.uk/ , choose your favourite rugby character and try to kick the ball between the two jets as many times as possible. It�s not very easy, I�ve tried a couple of times and, as the speaker said, I�ve been embarrassing myself and the public� Anyway I appreciate the viral idea behind the game, send the game to your friends and increase your score in the game� smart!
A recent study by Opt-in News indicate that newsletters targeting business professionals boasted a 71 percent open rate, while B2C e-zines receive are opened only in 41 percent of the cases. B2B direct e-mail also fared better than the B2C counterpart. CyberAtlas presents a complete overview of the study featuring several interesting number on spam and email marketing.
Reuters reports that Online film download service Movielink is launching a Web site with Internet portal service Lycos in a co-branding deal made in order to widen its customer base. The new site, at http://lycos.movielink.com, will allow Lycos users to easily access films from nearly every major Hollywood movie studio.
BMW cars will be soon connected to each other through a wireless lan that will allow people to exchange information about traffic jams. As the Spanish news site Iblnews explains, BMW is confident that other auto-makers will also adopt the ‘ConnectedDrive’ technology which will become a unique car communication standard.
According to a new report, by MSN Online Pulse report, produced in conjunction with the IAB, online advertising is about to have a dramatic comeback. MediaGuardian comments today the report’s findings, explaining both the good and the bad news about online advertising future.
(via Textually) Mobiico and Mobileway are teaming up with The National Hockey League to expand the NHL�s efforts in the mobile market this season with a new mobile community � NHL HockeyNation. As explained in a press release, NHL’s fans this year will be to vote their MVP of the game directly from home, by using a mobile phone. By texting the vote, participants could win 10,000 $ and a trip to the All Star Game. There will also be a Mobile Trivia and a Mobile Chat aimed to engage the huge number of hockey fans around the US (Over 22 million fans attend a hockey game every year, 220 million view the games on television).
Avis, the car rental company, has appointed Arnold Interactive to create an email marketing campaign. The emails will be distributed throughout the UK, Austria, Belgium, Denmark, France, Germany, Italy, the Netherlands, Norway, Portugal, Poland, Spain, Sweden and Switzerland. Avis plans to target up to 100,000 consumers throughout Europe. Mirko Behnert, e-Commerce Manager for Avis commented on Arnold Interactive Web site:“The strategy to develop more Internet business has enabled us to successfully increase the proportion of customers booking online to 12% in June, growing 65% year on year. We were impressed by Arnold Interactive’s ability to deliver cost effective solutions creatively and felt they were the ideal partner to help grow our business online.”
On New Media Age I’ve found an excellent article by Ross Sleight, on relationship building. He suggests that sending a birthday card or a promotional discount could be an excellent opportunity to build a closer relationship with clients. I agree with Ross: No matter what we are selling, a personal touch can make the difference. The point is to overcome customers’ expectations, not just fulfil them. And customers are first of all persons. Unfortunately marketers usually forget about this “detail”.
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