At Fathom, we believe all investments in marketing and advertising should be held highly accountable. There’s a right time and place to spend each and every dollar. I used to have an office in the Wanamaker building in New York at 770 Broadway, so excuse me if I don’t evoke the famous 50% claim of the department store merchant it’s named after. I find the quote a bit overused and out of date.
The ultimate marketing goal
The goal of marketing has always been to generate sales-ready leads.… Read the rest
Did you know – direct mail marketing has a cost estimating from $1 to $6 per individual with a response rate as little as 2%? If you are targeting a group of 1000 people, that could cost you anywhere from $1000 to $6000 per campaign! Not to mention all of the “behind the scenes” work such as designing, printing and sending. So the real question to ask – is it worth it?
Email has become one of the most successful and (usually) painless communication tools we have seen this century.… Read the rest
Is your company guilty of email assault? When it comes to your subscribers, how do you know the difference between regular communication and aggressive bombardment? It’s not as simple as you might think.
Consider that according to a recent article in The Wall Street Journal—”Stores Smarten Up Amid Spam Flood“—some of this country’s biggest retailers by e-commerce revenue sent the following estimated pieces of email in 2011:
- Spiegel: 663
- Neiman Marcus: 534
- Lands’ End: 376
- Gilt Groupe: 362
- Toys “R” Us: 349
- Williams-Sonoma: 328
More or less?… Read the rest
Back during the American Gold Rush, most of the people who went out for gold were enthusiastic amateurs who had to search for it the hard way—they’d sit by a stream where gold had already been found, and run water through a shallow pan, hoping for paydirt.
Today, a lot of people using digital marketing—be it email, SEO, PPC or some other medium—are functioning about the same way those miners did; that is, hit and miss and hope for the best. … Read the rest
Having to read and respond to emails—and often failing to read and respond to emails—is the common experience that unites professionals in nearly every field. So can you imagine if your boss decided to ban internal emails?
That’s what Thierry Breton is planning to do as CEO of the international IT company, Atos, which is headquartered in France. By 2014, Breton wants all of his employees to opt instead for in-person, instant-messaging, or social media communication.… Read the rest