Having lived in Austin for 17 years and maybe being a little jaded on SXSW hype, I wrote this opinion piece on how Email still thrives, despite a parade of startups through SXSW Interactive that aim to kill it.
I was interviewed by Martech Advisor in what started as a bio piece for me and PostUp, and turned into a discussion of marketing strategy.
Could you share for our readers, an infographic or description depicting your marketing stack (various marketing software products or platforms your team uses or subscribes to)?
The technology is interesting, but not as interesting as the clear business model it enables and is built around. As an email marketer, if a given initiative does not clearly map to one or more of the levels in the email revenue funnel, then you are wasting your time. Also, initiatives closer to the top of the funnel are more impactful, because they “cascade” down the funnel. It’s easier to achieve a 10 percent increase in list size than a 10 percent increase in the click-through-rate.
Email has always been a (maybe the) lucrative way for political organizations to raise funds come election time. I was interviewed by USA Today on this topic … I really wanted to say more, but I have several political advocacy clients at PostUp that send exactly this kind of email and wanted to respect their privacy.
This article ran in the paper edition also. At least I can check “quoted on the front page of USA Today” off my bucket list.
In reaction to the latest of Facebook’s publisher harming algorithm and product changes, I was asked by State of Digital to suggest ways to boost engagement on Facebook. In fact, the best way to use Facebook to drive engagement is to use Facebook to establish a direct relationship with your audience (the Facebook one publisher’s don’t actually own), so that you depend less on Facebook as a channel.
10. Encourage Fans to Interact via Other Channels
Brands can also use social media to encourage interaction via other more direct avenues like email.
“This newsfeed change is cause for publishers to stop building their greatest asset on borrowed land,” said Keith Sibson, vice president of product and marketing at email marketing firm PostUp. “Publishers and brands must figure out how to stop being reliant on social platforms for developing their audience. There is great reward in organically nurturing and growing audience relationships.”
In a wide ranging interview I talk about programmatic advertising, and also touch on the other 2 elements of the troublesome trinity for publishers: Facebook and AdBlocking.
My interview with Laurie Sullivan at Media Post, a warning to publishers in advance of Google’s little publicized crackdown on mobile interstitials. The moral of the story: you can ask your audience for something, e.g. an email address, but keep it small and simple when on mobile.
When Google changes their algorithm publicly, everyone should take notice. In this case, Google is penalizing “intrusive interstitials” in mobile search results. Fair enough, these interstitials are often annoying and spammy, but there’s a real risk to legitimate publishers just trying to engage their audience. I wrote an article on Martech Advisor about how to avoid these problems. (Note that I did not choose the title, I’m not encouraging anyone to circumvent Google’s crackdown, only to stay within Google guidelines as to what constitutes a good mobile user experience.)