What's Working, What's Not in 2008

TechTransform, February 11, 2008: Crossbow Group's Jay Bower has his usual trendspotting piece on what's working, what's not in early 2008. Seems to me that it's back to basics all over again. I've reprinted them here with his approval. What's working? Short, conversational text for web sites.  Communicate the way the best news sites do:  provide a headline, a one sentence summary, and more content to link to.  Let prospects decide how deep they want to dive. Sitelets designed to convert specific pockets of web traffic.  Sounds simple and obvious, but very few firms are doing this well.   Advisory boards.  Invite your customers to tell you what to do.  They'll love it. Old-fashioned direct mail.  Have you a noticed a big drop in mail volume as businesses quickly shift spend to online media?  Well the smart, contrarian marketers see this shift as the opportunity it is. Contextual conversations.  Start conversations with and among your customers and prospects based on the many things they do and tell you. Stupid simple right?  But when's the last time...    What's not? Talking about yourself (ironic, no?): Inside out, product- and feature- focused creative messaging will turn off not only your prospects, but customers too. Short copy in business-to-consumer email and long copy in business-to-business email and mail. One-size-fits-all customer communications.  You know what the differences between your customers are.  But many don't incorporate these differences into creative. Online image advertising without a loud and clear call to action (= digital wallpaper). Pronouns (kidding…) Jay is President of Crossbow Group, a Connecticut-based direct marketing agency originally founded by direct marketing guru Bill Mirbach. click on my signature to comment