Author Rick Mathieson on Blasingame Show: Email Marketing Secrets (Concl)

Email_marketing_image1I recently read a joke somewhere that when it comes to email marketing, you want to be a puppy dog in a room full of llamas. Because hey, everyone loves puppies and who wants to get spit at by a llama?

In the conclusion of my recent conversation on the Jim Blasingame Show, we talk about striving for relevance and relationship-nurturing in your email marketing.

We also discuss the importance of sending content your customer is interested in, instead of always and exclusively pushing for a sale—or what Jim calls "contribute first, contact second."

Along the way, we have a few laughs about one my current favorite email marketers, weekend clothing brand Chubbies.

 

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(Approx. 4 min 37 sec)

Plus: Be sure to catch Part One and Part Two, here and here.

 

 

 

 

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Author Rick Mathieson on Jim Blasingame Show: Email Marketing Secrets (Pt 2)

Mobile email marketing imageThe fact is, email marketing is a lot different than it was 10 years ago—or even two years ago.

Mobile is the name of the game, which means responsive design plays an important role. According to YesMail, open rates for responsive and standard email formats are about the same. But click through rates for email messages shown in a responsive format are much higher.

But with email marketing resurgent, it's important to look beyond the clicks to building lists and structuring nurture tracks. So in part two of my recent appearance on the Jim Blasingame show, we talk about list strategies and, and the do's and don'ts a trend that can be as awesome as it is irritating: email subscription pop-overs.

Author Rick Mathieson on Jim Blasingame Show: Email Marketing Secrets (Pt 2)


(Approx. 5 min 24 sec)

PLUS: Listen to Part One of This Interview Here

 

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Author Rick Mathieson on Blasingame Show: Email Marketing Secrets (Pt 1)

Email marketing 2Social media may get all the attention these days, but more marketers are gravitating back toward that original form of digital marketing: email.

There's good reason: According to research from McKinsey and Company, email outperforms Facebook and Twitter in terms of conversion rates by 40X.

So what's driving the move back toward email? That's the topic of a recent appearance on the Jim Blasingame Show. While Jim's show is mostly targeted to small- to medium-size companies, this conversation applies to any marketer looking to boost performance—even if it means revisiting one of the oldest of our newfangled digital channels.

CLICK TO HEAR AUTHOR RICK MATHIESON ON BLASINGAME SHOW: EMAIL MARKETING SECRETS (PT 1)


(Approx. 4 min 40 sec)

 

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From Wearables to Sniffables: This NIVEA App Detects Body Odor (Video)

 

Call it The Internet of Stinks: The new NIVEA NOSE app will tell you what those around you may desperately want to, but won't.

Just put your phone in the NIVEA NOSE protective case, stick your mobile phone in your armpit, and the app uses an algorithm to determine if your fresh—or fetid.

How? According to Creativity, it first benchmarks your normal smell, and then watches for deviations from that level.

Personally, I'm thinking a.) what if your "normal" smell is ferociously bad; b.) if you have to ask, the answer's probably yes, you stink, and c.) if you've got time to rub your phone in your pits, why not just rub on some NIVEA deodorant, instead?

Then again, maybe that's the point.

A nice branded effort either way.

Learn more here.

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Excedrin Uses VR to Show What a Migraine Feels Like (Video)

 

Yup, sounds about right. The idea here is to help those who don't get migraines to understand what those of us who do experience (minus the actual pain part).

Call it VRetched. Or maybe just Virtual Hell. By whatever name, it's an interesting way for the pain relief brand to use virtual reality to drive home the problem it aims to solve.

Now show me how fast Excedrin can make it all go away, and then you'll really have something.

Read more here.

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Domino's 'Zero Click' Ordering App (Video)

 

Domino's does it again—this time with an app that lets you order pizza without really having to do much of anything.

Just open the new "Zero Click" mobile app, and a 10-second countdown begins. Let it run out, and your pre-saved order is automatically on its way.

In my book THE ON-DEMAND BRAND, I look at how Domino's has put some serious dough behind being the default pizza choice for the digital generation.

Indeed, the Zero Click app is  just the latest from Domino's Anyware initiative, which uses its Easy Order platform to make it a breeze to order your favorite pie via Emoji on Twitter, text messaging, smart watchFord Sync in-car, and more

(Full disclosure: Then-Domino's CMO Russell Weiner wrote a glowing review of THE ON-DEMAND BRAND, featured in a cover blurb.)

Still, Zero breaks into some uncharted territory, at least for me. Now the hassle of ordering has reached a dangerously low threshold.

As the App Store page for the app puts it: "It's easy. Maybe too easy. You've been warned."

How is your brand using digital innovation to set itself apart?

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The Rise of Feature-Length VR/AR Movies: Q&A with Omelet's Steven Amato

Steven Amato Headshot Ready for full-length augmented reality and virtual reality movies?

In recent weeks I've been thinking a lot about what we are currently calling VR—namely branded entertainment intitiatives such MINI USA's ambitious cinematic shorts "Backwater" and "Real Memories," AT&T's "It Can Wait" and Target's "How on Hallow Hill."

As I point out in a recent conversation with Charlie Kraus of Limelight networks, there's just one problem: None of these are actually VR. They're 360-degree videos.

True VR is (or will be) far immersive because these videos, while incredibly cool, are missing one key element: interactivity.

I'm not talking visual navigation. I'm talking about the ability to pick up an object. Crouch low or jump high. The ability to move in relation to the virtual environment.

True VR is more like a first-person video game, whether the environment is photo/video-realistic or clearly fantastical, as with video games.

While this current wave of "VR" is an important step in that direction, it's critical that we don't lose sight of the "Holodeck"-like vision on which VR is based.

The evolution of VR will bring us 360-movies and eventually, truly interactive VR—or even better, AR or "mixed reality," that brings fictitious dramas to life within real world environments—for the ultimate movie-going experience.

Dawn of Awesomeness

As blockbuster movie fans (myself included) gear up for this week's 3D IMAX release of "Batman vs. Superman: Dawn of Justice," I found myself thinking about a conversation I had a while back with Steven Amato, co-founder of Omelet LA.

In this short clip (from a source interview for my book,  THE ON-DEMAND BRAND), I ask Amato about the future of feature-length mixed reality experiences, and what it could also mean for brands using VR/AR to develop branded content in a world where you might not just sit inside that MINI in "Backwater"—but actually drive it. And where you don't just watch Batman & Superman clash with each other and their villains—you join them.

CLICK HERE TO LISTEN: OMELET'S STEVEN AMATO ON THE FUTURE OF FEATURE-LENGTHY 'MIXED REALITY' MOVIES

(Approx: 1:50 sec)

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 OD_cover "... EXCELLENT ..."

 

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

 

>>> IN STORES NOW: ORDER YOUR COPY HERE <<<

 

 

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Author Rick Mathieson Talks 'Facebook Reactions' (Radio Interview)

 

What's not to Like about Facebook Reactions?

For some marketers, the answer may be plenty.

For consumers, Facebook's new Reactions feature is a fun way to go beyond the Like button, enabling them to express their feelings about posts with one of six icons: The Like or thumbs up icon; the Love or heart icon—and now, a choice of four emoji faces: HaHa or laughing; shock or surprise; sadness—and anger. (See Jimmy Fallon's take on the pros and cons in the YouTube clip above.)

There are even expansion packs that replace the official icons with images from Pokemon, Deadpool, Adventure Time—and even Donald Trump.

Reactions: HaHa—or Anything But?

While consumers may give Reactions a thumbs up, some brands may feel their relationship with Facebook has just become more ... complicated. After all, instead of just Liking a brand's post, consumers are now free to express emotions some marketers may not exactly heart.

In fact, early buzz indicates some marketers may have their own facial expressions (or hand gestures) for Reactions.

But is that the right away to react?

In a radio interview the other morning on the Blasingame Show on Forbes Radio, I talk about Reactions and what they may mean for marketers: the good, the bad—and the ugly. 

(Note: It sounds like there were some technical difficulties, so audio quality is not the best)

CLICK HERE TO LISTEN TO: RICK MATHIESON REACTS TO FACEBOOK REACTIONS (RADIO INTERVIEW)

(Approx: 4 min)

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Honey Beer Builds Buzz with Bee Drones—That Bring Booze to You (Video)

While the Amazon brain trust puzzles over how to deliver boxes of books via drone, this Taiwanese beer brand is already headed your way—with beer.  

In this marketing stunt promoting Honey Beer (yes, beer brewed with honey), Bee drones were dispatched to bring sample six-packs to office workers. Advertising enticed 15,000 people to register online for delivery in its first 10 days.

Meanwhile, sales were up 400% relative to other fruit-infused beers the brand had recently launched.

Now that's a special delivery.

Drink in the details, here.

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