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The Customer Acquisition and Retention Company(TM)
Wiest & Associates Inc. eNewsletter
March 2005
Dear Daniel,
in this issue
It's never been a more exciting time to be a direct
marketer.
Paid Search Engine Advertising:
Hidden Gems of Marketing
Intelligence
Advances in digital marketing are enabling us to track and
respond to prospect and customer behaviour as never
before.
The Future of Direct Marketing
Direct Marketing News Feature
Interview
But some clear opportunities to harness that marketing
intelligence are being missed by too many marketers.
Online Consumer Safety Update
Discover simple techniques to take advantage of potent
learning you may be just sitting on right now.
Search Engine Marketing Primer
CMA National Convention and
Trade Show Update
Sadly, we'll also update you on the growing threat to
consumer confidence that we explored last fall. You won't
like hearing about it, but you'll need to hear about it.
Paid Search Engine Advertising:
Hidden Gems of Marketing
Intelligence (PART II)
Your comments and feedback are always most welcome,
and I hope to see you at one of my upcoming speaking
appearances or seminars. Until then,
Take Advantage of Direct
Marketing in Your Business
Regards, Dan
P.S. I always appreciate it when you forward this
eNewsletter to colleagues. Please click the link at the
bottom of this edition to do so. This way they can
personalize the content they're most interested in
receiving.
Paid Search Engine
Advertising: Hidden
Gems of Marketing
Intelligence
z
The Future of Direct Marketing
That's a pretty ambitious topic, but my Ontario readers
will be able to hear about precisely that on March 29th.
The Ottawa Chapter of the Canadian Marketing Association
is sponsoring me as their luncheon speaker on the major
trends and issues that will impact our business this coming
year.
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Direct Marketing Updates - Wiest & Associates Newsletter - vDeck - WebMail System - ... Page 2 of 4
New ways to leverage
paid search results
If you haven't yet taken
advantage of paid search
engine advertising, you'll
delight in the additional
marketing intelligence that
it can yield. For those
already involved with paid
search, you know about
the highly targeted,
measured and controlled
acquisition it can yield. It
delivers relevant
messaging - precisely
when your customer wants
it - as never before.
At a minimum, you are
able to monitor and
dynamically adjust
keywords, distribution,
bidding and creative
execution in an almost
real-time scenario. The era
of waiting days or weeks
for traditional media
results now seems almost
archaic. For those of you
who are e-commerce
enabled or offer online
transactions, we can now
also trace success right
through to conversion.
But many are missing the
incremental spin-off
opportunities. A real
growth area exists in
leveraging that marketing
intelligence from the
metrics in subsequent
efforts. The search engine
networks have done a fine
job selling the front end
powers of paid search: it
can deliver the right
message to the right
prospect; just at the time
that customer is looking to
hear the message. And this
is all done at a cost
determined by the
marketer. But there are
I'll be talking about the developments in direct marketing
that will shape both traditional and online channels.
The Future of Direct Marketing - Information and Registration
z
Direct Marketing News Feature Interview
The Canadian direct marketing community has been
extremely kind to me since my arrival from the United
States over a decade ago. That generosity continued with
a feature interview in the most recent issue of Direct
Marketing News.
Many thanks to Billy Sharma for his insightful questioning,
and capturing the behind-the-scenes reasons why I so
strongly believe in the future of direct and online
marketing.
If you don't have your own subscription, download your
now.
FREE DM NEWS REPRINT
z
Online Consumer Safety Update
Last fall I wrote about a major threat to online consumer
confidence: Phishing. Unfortunately the threat has
worsened since then - considerably. In fact, it's growing at
a rate of 28% per month.
I've expanded the helpful web links and resources since
the original article, and added additional tips on protecting
your customers - and you - from the growing threat. The
article is scheduled to be published on the Canadian
Marketing Association's web site, but you can download
your own copy now.
FREE UPDATED RESOURCES on protecting you and your customers from
online fraud.
z
Search Engine Marketing Primer
I'm completing a new Search Engine Marketing Primer
with Parth Shukla of Bell Canada. It's a plain-English
overview written for the non-technical marketing
manager, and is being published by the eMarketing
Council of the CMA.
If you want a quick, no-nonsense understanding of how
Search Engine Marketing works - and how you can take
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Direct Marketing Updates - Wiest & Associates Newsletter - vDeck - WebMail System - ... Page 3 of 4
much richer uses of the
data once the campaign is
over.
advantage of it - then this primer is for you. The release
date should arrive in advance of our next e-Newsletter.
However, if you don't want to wait, and would like to
receive a free copy as soon as it's available, simply e- mail me
and let me know. Otherwise, watch for your link to it in
our next issue.
Here are just two simple
applications that many
marketers are overlooking
from paid search results:
z
1) Digital knowledge can
translate to your traditional
media executions. How
many of you have started
plowing back the learning
from your results into your
traditional marketing
channels? For example,
you spend considerable
time fine-tuning your
online search creative in
tandem with keywords that
drive results. You test and
test until you're delivering
maximum returns at
minimum expense. But are
you then leveraging that
wisdom in your direct mail?
In your traditional print
advertising? If not, you
should start setting aside
test cells in your other
marketing executions to
see how much the
application of that learning
can improve results
elsewhere.
Continued in this issue...
Quick links to
FREE Direct
Marketing
references in this
issue
z FREE DIRECT MARKETING
NEWS reprint
z Online Fraud Updates
CMA National Convention and Trade Show Update
If you haven't already signed up the May 16-18 Canadian
Marketing Association annual event in Toronto, check out
the latest additions to the educational and networking
offerings.
As returning Chairman of this Annual Conference, I
promise it will be your #1 opportunity for business
networking and marketing intelligence in Canada this year.
Latest Schedule of CMA National Convention Events
z
Paid Search Engine Advertising: Hidden Gems of
Marketing Intelligence (PART II)
...continued
2) Paid search advertising metrics also afford you the
opportunity to improve your Search Engine Optimization
work around your existing web site. You already know how
effective the paid search can be. You understand - to the
penny - which keywords are driving traffic, how much
traffic they're delivering, along with the quality of that
traffic. But are you then being diligent about leveraging
that learning in your web site itself? If you're not, it's
another major growth area for you. The "push" marketing
you've been fine-tuning in paid search can then be
harnessed in the "pull" marketing you'll be working to
develop through search engine optimization.
Take a hard look at your own business model and
determine where you can leverage your paid search
advertising learning.
Don't let your paid search success end with the analysis of
the results. Be creative about using that valuable
marketing intelligence across other subsequent marketing
applications.
If you'd like to know more about the basics of Search
Engine Marketing, watch for the Search Engine Marketing
Primer link in our next issue.
Or contact me, and I'll be happy to email you a free digital
copy as soon as it's available.
including Protection Links
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Direct Marketing Updates - Wiest & Associates Newsletter - vDeck - WebMail System - ... Page 4 of 4
and Resources
z CMA Annual Convention
Programming and
Networking Updates
z
Take Advantage of Direct Marketing in Your
Business
If you'd like to learn more about harnessing direct
marketing in your own business, check out my public
speaking, seminar & workshop schedule at "ask an Expert at
ExpertClick.com."
Or better yet, contact me directly.
If your business can benefit from any of the following:
z
z
z
z
identifying more of your best prospects
turning them into customers
keeping your customers loyal
keeping them profitable
...then we can help. Just give me a call to start improving your
own business results through the tools of direct marketing.
Regards, Dan
e-mail: [email protected]
web: http://www.wiest.ca
phone: 905-873-6000
Daniel G. Wiest, President, Wiest & Associates Inc.
The Customer Acquisition and Retention Company(TM)
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Ontario | L7G 4S7 | Canada
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