| "What is spam?" is a pertinent question when it comes to contemporary digital marketing. Email marketing – broadcasting eDM and eNewsletters to thousands of customer inboxes - is still one of the most effective channels for getting your business out there. With increasingly tight marketing budgets, email marketing is experiencing a sudden resurgence (thanks to how inexpensive it is); so, it’s a good time to stop and look at where the craft of creating a quality eDM and eNewsletter is, in the current consumer climate. Like anything else, cultural shifts dictate what works and what doesn’t (or what consumers are responding to, and not responding to). As digital life has evolved, we’ve developed a defined set of ideas on digital phenomenon that we were, not too long ago, somewhat naïve to. In the beginning, eDM was so effective, mostly because people could not discriminate between what was a real email and what was an advertisement – they approached an eDM in the same way they opened a friend’s email. Those days are gone!
Now, we understand that the nature of emailing is a division between personal and commercial – how the term "spam" became collectively used to refer to the commercial content. Not too surprisingly, people weren’t too impressed to find their personal emails invaded by advertisers, and the word, "spam", is loaded with negativity for this reason. We hate spam. So, when approaching your email marketing campaign, the fundamental goal to your creative process is to come across as something else. But how do you do that? You’re an ad, aren’t you? How can you seem anything other than an ad? |
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Remember the Sydney Olympics? How cool they were? I was talking about those wonderful few weeks in 2000 with a friend when the thought struck me how different things were back then. As a child, the year 2000 was always put forward in science fiction and popular culture as the benchmark of a golden age. My favourite comic as a boy, 2000AD, depicted fantastic future worlds of robots, flying cars and spaceships. Now, the year 2000 is in our past and doesn’t seem to be the technological marvel it once was in our minds. So much has changed in our world that the year 2000 now illustrates how quickly we all have to adapt. |
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| You heard me! There are enough blog posts and articles on how to build business with SEO and Google AdWords and leveraging social media. But that’s no fun. All that money means more hassle from the accountant, pressure from the family to “invest” and difficult choices about which prestige car to buy. Much easier when your budget could only afford the cheapest option available and tax returns took five minutes. By following these concise tips, you too can drive your online business into the ground quickly and get back to watching Simpsons reruns. D’oh! Success is overrated. |
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