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Mark Pilipczuk's blog by Mark Pilipczuk is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
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Category Archives: Marketing
Sales: Where the Rubber Hits the Road
I’ve seen a lot of articles how Black Friday sales are down around 11% YOY this year. The decrease has been attributed to moving the sales forward earlier in the week or the increased importance of online sales. What I haven’t … Continue reading
Posted in Marketing
Tagged Black Friday, social media
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Rediscovering Direct Mail
I get a kick out of articles like this one. The BBC author appeared surprised that A/B testing for marketing was invented–I’d say perfected–in direct mail. I guess us old dogs are responsible for some “new” tricks after all! Takeaway: … Continue reading
Questions Advertisers Should Ask of AT&T and Verizon
It turns out that you’re not just a product when using free Internet services. Even when you’re paying AT&T and Verizon for cellular service, you’re still being productized by having your communications altered without you knowing about it. Both Verizon … Continue reading
Posted in Data, Marketing, Philosophy
Tagged AT&T, data, do not track, privacy, tracking, Verizon
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Three Simple Reasons Your Marketing Will Fail
You’ve labored mightily at your marketing efforts. Hours of careful thought about marketing objectives, followed by careful analysis of past test results. Then, even more analysis of lists and target audiences, followed by agonized copywriting and creative development. Lastly, double- and … Continue reading
Posted in Communications, Direct Response, Marketing, Philosophy
Tagged Behavior, direct marketing, psychology, rules of thumb
2 Comments
Seal The Deal With Good Direct Mail
Most direct mail these days stinks. Yes, that means the stuff your company is sending me. Generally it lacks: A strong offer Segmentation Good merge/purge I get too much mail in blank white envelopes without anything interesting on the outside. … Continue reading
Posted in Analysis, Data, Direct Response, Marketing
Tagged analysis, direct mail, offer, postcard, Pricing
2 Comments
Four Easy Articles to Improve Your Testing Today!
I’ve seen a few examples lately where the word “test” was bandied about when no such thing took place. One of my recent favorites was this article by the MD of a digital trading desk who claimed to be testing … Continue reading
Posted in Analysis, Direct Response, Education, Marketing, Rants
Tagged analysis, Bayes, experiments, statistics, test design, testing
2 Comments
Creating Interest Through Jargon
If you look at some websites you’d come to the conclusion that some companies believe this theory. I was doing a quick analysis for a client this morning and bumped into a company that clearly subscribes to the theory. As … Continue reading
Posted in Branding, Communications, Marketing
Tagged clarity, communications, corporate jargon, jargon, messaging
2 Comments
The Customer is Right. Usually.
Today Seth Godin clarifies Rule #1 by breaking it into two parts a. the customer is always right b. if that’s not true, it’s unlikely that this person will remain your customer. Part b reminds us that our products should never … Continue reading
Posted in Branding, Customer Care, Marketing, Product Development
Tagged cancellation, Comcast, customer care, Customer Service, Seth Godin
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Whiffletrees and the OODA Loop
Sounds like a barbershop quartet and a fad from the 1950’s, doesn’t it? As I promised on Tuesday and finally got around to today, here’s the concept of using a whiffletree to manage your multichannel marketing. You might think that with … Continue reading
Posted in Analysis, Marketing, Organization, Tactics
Tagged analog, analysis, digital marketing, multichannel marketing, systems, whiffletree
6 Comments
Your Customers Are Not Consumers
Kudos to Unilever’s CMO Keith Weed for starting to banish the word “consumer” from the marketing vocabulary. Molds, fungi, and bacteria are consumers. People buy your products and services. In a talk at Cannes today, he discussed Unilever’s marketing transition from … Continue reading
Posted in Branding, Communications, Marketing
Tagged branding, corporate communications, customers, marketing strategy, people
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