IM as a Marketing Tool

A great article on the use of IM in customer management from marketingsherpa:

Can Adding Instant Messaging Improve Your Site's Profits? One B2B Site's Story


by Steve Hall    Aug- 8-02    

The Old Intergration Conundrum

Integration, integration, integration... You've heard the mantra over and over from hundreds of agencies. The pontifications about media neutral approaches and free thinking creative approaches. What happens after the pitch. Every agency executive goes back to the office to figure out how his or her department can get the most action despite what is right for the client.

Integration as we know it today is simply this: All your marketing efforts are integrated across all of an agency's disciplinary areas. For agencies, integration is long as it's all about advertising.

Jeff Jaffe writing for iMedia Connection gets into this subject far more intelligently then I can:

Jaffe Juice: The Agency of the Future Jaffe Juice: The Agency of the Future
Joseph explains why Integration in its current form will almost always fail (and miserably at that, and offers up a new breed of agency.
By Joseph Jaffe

Most of my career has been spent in the area of media and I always thought I fully understood integration since I never really cared whether the solution included media or not. Jeff's line of thinking goes far beyond that primitive thought of mine. It makes perfect sense and it is very achievable. We just have some very old and very entrenched modes of agency think to get past.


by Steve Hall    Aug- 8-02    

Yes, You Can Afford to Build Your Brand!

I must admit that I was part of that wonderful dot com marketing era where obscene budgets were the norm and full page placement in the Wall Street Journal were aplenty. Market research? Who needs its? We have plenty of money to target everybody. much for that. What do you do now with that $10 marketing budget? Lots, according to Martin Lindstrom writing for Clickz's Brand Marketing Newsletter. In his articles he rallies behind the basics. And one of my favorites has always been the Yellow Pages. The Yellow Pages you say? How can I build a brand in the Yellow Pages? It's all about being accessible. Read on:

Big Brand, Zero Bucks Cheap?

How can you establish a dream brand if you're not equipped with a wallet as heavy as Coca-Cola's and a communications network as expansive as AOL Time Warner's? There are plenty of things you can do that don't cost a fortune.

This line of thinking is key to helping your brand grow and survive these days. Hey, it's not sexy, but the unemployment lines are long enough these days.


by Steve Hall    Aug- 8-02    

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