David Kanter, President and CEO of AccuList, is a list brokerage and direct marketing expert. For more than 30 years, he has helped companies and nonprofit organizations achieve their marketing goals. With David's Direct Marketing Forum, he shares, and invites others to share, helpful direct-marketing industry news, trends, analyses, resources, and tips for success. Please read our Comment Policy.
Thursday, December 15, 2011
Study: Over Half of Social Media Marketing Ignored
As many as half of all social media marketing campaigns are going unnoticed globally, according to a new study by TNS, a global research consultancy. In fact, in developed markets, 57% of consumers say they don't want to engage with brands via social media, rising to 60% in the U.S., notes Matthew Froggart, TNS chief development officer. As a result, misguided strategies are creating "digital waste" that pollutes social media channels and makes it even harder for branding efforts to be heard. Froggart advises that, while the study found great potential for brand engagement on social media, companies need to more carefully craft their digital campaigns. For more detail, see http://www.tnsglobal.com/news/news-04A0B352BC1F43A49A27338D6BEDC006.aspx
Tuesday, December 13, 2011
Online College Uses Postcards to Rocket Enrollment
Here's an impressive example of direct mail outperforming online for education marketing: Lakewood College, a two-year nonprofit online school, vastly increased its enrollment levels of military-affiliated students with a postcard marketing program this summer. Starting with a 10,000-piece drop in June and following up with 30,000 pieces in July, Lakewood enrolled 300 students, according to Tonya Higgins, president of the 525-student, Lakewood, Ohio-based institution. That compares to just 45 students recruited from the military last year when the school relied on online ads, search and PR. For details on the postcard campaign, see http://chiefmarketer.com/direct/print/school-postcard-effort-makes-enrollments-surge-1026-lar2/?YM_MID=1268168&YM_RID=jan%2540lexinet.net
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