Today we are going to look at two sides of the marketing equation;
Acquisition & Retention. Each has special needs in the marketing equation and the attack you need to be using.
Acquisition still relies heavily on email and direct mail with Social Media joining in the party. With email marketing hitting 84.6% percent of respondents (I am wondering if this is email marketing or E-Blasts?) and direct mail a strong 2nd at 70.4%. As was the case of last year’s survey Direct Mail was the only non-online channel to crack the top 5, as Social Media (66.4&) beat out SEM (60.3%) and SEO coming in 5th with (59.8%). I am always surprised at the low marks telesales get with only 36.9% but I am a little prejudice about using this channel and view is as the cement that holds the other channels together but then, what do I know. As it stands markets engaged in new client acquisition will employ a very diverse plan of attack looking heavily at digital media which (might) stretch limited dollars out. The big question is (of course) will this blending of channels result in the ROI that they seek or will it just be a year of poor washed over spread too thin results?
2010 vs. 2009 Methods for Customer Acquisition
Advertising on Web Sites
2010 – 55.3%
2009 – 51.3%
Affiliate marketing
2010 – 38.1%
2009 – 33.6%
Direct Mail
2010 – 70.4%
2009 – 68.2%
DR Radio
2010 – 17.1%
2009 – 17.2%
DR Space Advertising
2010 – 33.3%
2009 – 33.8%
DR Television
2010 – 11.9%
2009 – 11.4%
E-Mail
2010 – 84.6%
2009 – 81.8%
Insert Media
2010 – 28.3%
2009 – 26.8%
Mobile Marketing
2010 – 24.0%
2009 – 10.3%
Search Engine Marketing
2010 – 60.3%
2009 – 49.2%
Search Engine Optimization
2010 – 59.8%
2009 – 49.5%
Social Media
2010 – 66.4%
2009 – 45.7%
Telemarketing (outbound)
2010 – 36.9%
2009 – 34.3%
Webcasts
2010 – 33.3%
2009 – 19.4%
For acquisition what are we here at Larson & Associates planning on using?
Telemarketing
Direct Mail
E-Mail
Social Media
Reverse Funnel with our bird dog program
There are long term plans on the book for DR Radio and Search Engine Marketing but those are all pending further study.
Retention needs a little different flow, using a little more email and direct mail with Social Media again popping in at 3rd place with SEM and SEO dropping down on this side of the isle. And telemarketing, well it is still good when you need to booster repeat sales.
2010 vs. 2009 Methods for Customer Acquisition
Advertising on Web Sites
2010 – 34.1%
2009 – 29.0%
Affiliate marketing
2010 – 26.8%
2009 – 18.7%
Direct Mail
2010 – 65.6%
2009 – 64.9%
DR Radio
2010 – 9.1%
2009 – 8.2%
DR Space Advertising
2010 – 19.7%
2009 – 17.7%
DR Television
2010 – 5.5%
2009 – 6.6%
E-Mail
2010 – 88.6%
2009 – 82.5%
Insert Media
2010 – 17.9%
2009 – 15.1%
Mobile Marketing
2010 – 18.9%
2009 – 9.1%
Search Engine Marketing
2010 – 37.4%
2009 – 28.8%
Search Engine Optimization
2010 – 34.3%
2009 – 21.5%
Social Media
2010 – 56.1%
2009 – 34.3%
Telemarketing (outbound)
2010 – 34.8%
2009 – 33.8%
Webcasts
2010 – 28.8%
2009 – 16.4%
For retention what are we here at Larson & Associates planning on using?
Telemarketing
Direct Mail
E-Mail
Social Media
Insert
Reverse Funnel with our bird dog program
* Target Marketing January 18th thru 27th, 396 respondents 42% B2B, 24% B2C, 34% Mixed
Larson Notes & Satire: So how does your plan compare with that of the “pros”? Or are you running by the seat of your pants not really knowing where you are going. If you are it is like the old saying “I’m making excellent time but hopelessly lost”. Then I am going to ask you the 1 million dollar question, “Is it a written plan?” Writing does not mean cast in stone but it does mean it is down there for you to read, review and if necessary make adjustments to.
Note: If you’re reading this blog on a Ning that is “closing” May 4th or after (Bad move on Nings part but it’s their system to do as they will) you can find our little blog @ http://larsonassociates.blogspot.com .
If you want to find out about our Bird Dog program call us at 847-991-0488 and put some money in your pocket or if you are a client actually reduce the cost of your service to the point of ZERO, NOTHING, ZILCHO.
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. An American Company, marketing American Companies! Call or email to get an appointment to pick my brain (a $125.00 value) for 30 minutes.
I found an extremely interesting research article about web and social 
hits and how at least 40% are from bots and web spiders in data collection. Google analytics is a great free tool 
to help you drill into your website as is your meta business page here on Facebook but they can't tell the difference between real and fake hits. Yes that is correct. 40% of your online activity is non-human.
phone to get that kind of information. 847-489-0006. 
