The experience was all too familiar: I was well into developing a new brand identity for a large company. Great ideas sprang forth like daisies—not just from me, but a surprising range of people across the organization. Yet these were quickly trampled and discarded by an onslaught of naysayers or literalists who held enormous sway […]View Post
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One of the very interesting things about Search Engine Optimization (SEO) is that while most business professionals understand what it is, very few understand how it works. It’s kind of like a layperson talking about a nuclear reactor – they might know it generates energy, but if they had to explain how, they would be […]View Post Anderson, Anderson Direct & Digital, Google+, page rank, page rankings, SEO, seo algorithm
How many fields should I have on my online form to increase form conversions? There’s no right or wrong answer when it comes to online forms field limits. Based on the 2015 report in MECLABS Research Digest, elements to increase conversion are: 1. Increasing motivation2. Increasing the weight of the value proposition3. Increasing the incentive […]View Post Anderson, Anderson Direct & Digital, digital marketing, direct marketing, email marketing, form conversions
When traveling to a show, especially one as big as the DMA’s 2015 &Then conference, it is imperative you do your due diligence and come prepared. Even if you’re a tradeshow veteran or a DMA newcomer, seemingly minute items can sometimes fall through the cracks, presenting major problems. For both exhibitors and attendees, we have […]View Post 2015 &then conference, Anderson, Anderson Direct & Digital, boston, direct mail, direct marketing, direct marketing association, DMA, DMA Conference
Is a picture really worth 1,000 words? One could argue yes in the digital marketing landscape today. As data bandwidth increases and the amount of information communicated to consumers daily continues to grow, the challenge marketers face more and more is how their target audience not only prefers content online, but also the speed in […]View Post Anderson, Anderson Direct & Digital, digital marketing, direct marketing, visual, visual content marketing
Major companies spend millions, sometimes billions to create or recreate a distinctive identity, including a logo, tagline, unique selling proposition, vision, mission statement, plus various other brand accouterments. This is certainly time and money well spent, since brand equity is often the most valuable asset an organization will ever own. The payoff? More visibility, market […]View Post Anderson, Anderson Direct & Digital, brand equity, branding, rebranding, unique value propostion
As a veteran marketer, you are typically more than comfortable receiving and reviewing creative layouts or proofs from your internal marketing team or external vendor. You know what to look for and what to double-check. As a new marketer or someone who has transitioned into a marketing role, these tasks can seem daunting. Fear not. […]View Post Anderson Direct & Digital, best practices, direct mail, Direct Mail Marketing, email marketing, marketing checklist, Proofing, Proofing Checklist, Quality
For years, experts across every major industry have been predicting the death of Adobe Flash due to its browser- and desktop-slowing effects and security challenges. Many credit Steve Jobs for starting the movement to end Flash use in 2010 when he published the lengthy open letter titled “Thoughts on Flash,” which detailed six reasons why […]View Post apple, chrome, Chrome update, flash, HTML, plug-in
Back in the day, when direct marketing was new and giants like Les Wunderman and “Rocket” Ray Jutkins roamed the earth, you engaged audiences with proven performers like stickers, written checklists, tear-off coupons, membership cards and so forth. But today’s audiences have become much more sophisticated in the nearly fifty years since the inception of […]View Post app, apps, direct marketing, gamification, involvement, involvement device, multi-campaign
You spend a lot of money and effort to drive prospects to your website. But the reality is that perhaps only 2% – 5% of your website traffic will convert on the first visit, regardless of whether your definition of conversion is a product purchase, registration for a service or an event, completion of a […]View Post inbound marketing strategy, increase conversions, outbound marketing strategy, remarketing, retargeting