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Marketing best practices for your B2B or B2C business has seen many dramatics shifts in the past few years, with the advent of the web, with the proliferation Google’s AdWords product, with blogging and social media, email marketing and more. As new channels continue to develop at increasingly rapid rates (you do have your Vine strategy together, right?), it is helpful to periodically review marketing fundamentals to ensure that campaigns are following time tested rules that ensure success. Message match – the practice of making sure your message match – landing pages for every campaignfollow up to a campaign is in sync with the campaign that generated the interest, is rapidly being accepted as a fundamental in the online world. Boingnet believes that the once clear lines between online and offline campaigns have disappeared, and that if marketers aren’t using dedicated, campaign specific landing pages for every campaign, online and offline, they are squandering opportunities to connect and generate leads and sales.

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As the explosion in mobile usage continues, new regulations force us to ask the question: Are SMS Campaigns a Double-Edged Sword?

On one sharp edge is the fact that mobile marketing is growing at a mind-boggling rate. According to analyst group Forrester research, with more than one billion smartphones in consumers’ pockets in 2013, mobile marketing is driving a second Internet revolution. It’s also a fact that Millennials, our growing consumer base, pay more attention to text messages than to direct mail or email messages. The pressure for marketers to reach out to consumers with SMS campaigns is compelling. On the other edge, however, are the new FCC rules, which are making compliance with TCPA (Telephone Consumer Protection Act) more cumbersome and the penalties for non-compliance even more staggering.

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A recent study that was highlighted over at MarketingCharts.com showed many of the ways that marketers today are working to make sure that their email lists are of the highest quality. With the huge investment in email marketing that brands and smb’s are making, and the risks associated with developing a poor deliverability score with ISP’s, the costs associated with poor list quality have escalated. In fact, the survey states “With respondents saying that the quality of their subscribers is as important as overall ROI when gauging their email program’s effectiveness”. As a result of the understanding that list quality is so important to the success of email marketing, marketers have utilized a plethora of techniques to both capture accurate email addresses from likely responders as well as update those addresses (people change jobs – alot) to keep their lists growing and accurate.

New research sponsored by the HP and the DMA UK, in their first attitudinal print tracking report, shows that of the top 3 actions that consumers take after receiving direct mail from a brand that they are interested in, 44% visit the brand’s website. While this is great news for those interested in driving traffic to the home page of a brand, marketers who are paying attention realize that most of that traffic ends up lost in the maze of objectives that is the brand’s home page.

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