The digital pie is growing fast as people increasingly consume content from screens instead of more traditional mediums. The ubiquity of smartphones and tablets lets us bring an immense world of communication, information—and distractions—almost anywhere we go. Plus, few would argue that real life is simply more complex and moving faster than it was just […]View Post
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Here’s something you may not have thought about: Spanish is different in different Spanish-speaking countries. Don’t assume that because Hispanics speak Spanish, they all speak the same Spanish. Everyday words can have such different meanings within each Hispanic cultural sub-segment that, in the extreme, one group may respond positively while another may do so negatively […]View Post copy, creative, demographics, Hispanic, language, message, Spanish
My former English teacher, Miss Thorne, would kill me if she read this, but the rules of grammar are not etched in stone. At one end of the spectrum lie things like academic treatises, which demand the highest attention to grammar. End a sentence in a preposition and your esteemed scientific chums may throw pi […]View Post Advertising, audience, copy, creative, digital, English, grammar
You should be using campaign-specific landing pages if your customers are accessing you online by: Clicking from a paid advertisement Clicking on a link in an email Receiving a direct mail piece with a web address on it Hearing a radio ad with a web address Seeing a TV ad or video asking them to […]View Post conversion, conversion rate, customer, key word, Landing Page, paid search, web address, website
Do you find your marketing in this situation? Everything with your marketing communications seems to be going well. Your brand has been in place for months, maybe years. Guidelines, templates, asset libraries and training are all available to employees and resources. Then you begin to discover that: • One or more of your company’s direct […]View Post brand consistency, branding, Communication, creative, direct mail, direct marketing
When was the last time you launched a direct marketing effort with the goal of generating a 0% response? (Nope, that’s not a typo. There is no digit missing in front of the zero. We’re talking zip. Zilch. Nada.) Believe it or not, zero can be the proverbial hero when trying to improve your ROI […]View Post cost, customers, response rate, retain, test
Twenty-five years ago it was hard to move words around. If you wanted to publish anything you had to submit your work to a battery of editors, who hemmed and hawed over 1,000 other submissions before deciding whether yours was worthy enough. Now, almost anyone can have their 5,000-word shaggy dog story read by a […]View Post copywriting, Email Subjects, Marketing Copy, Meta Descriptions, Narrative Form, Preheaders, SEO, Web Crawlers
Digital reporting can give you information overload! How do you sift through all the available data to glean insights for your digital campaigns? Here’s a cheat sheet to assist in measuring your campaign success without getting lost in the data. Campaign Goals: As most digital campaigns are tied to other marketing programs (i.e., direct mail, […]View Post campaign, data, digital, Google Analytics, reporting, Tracking
As Robin Williams once said, “No matter what people tell you, words and ideas can change the world.” This sentiment is especially true in advertising. As any Creative Director will tell you: Every word matters when there is so little space and time to get a message across. And when advertising to Hispanics, one challenge […]View Post Advertising, Bilingual, Content, copy, copywriting, English, Spanish, Translate, Translating
It’s easy to see the importance of external communications in creating a potential client’s first impression; however, internal communications are just as important. Consistent and effective internal communication builds a highly organized and driven workforce and creates internal brand champions by connecting your employees to the brand they represent. Here are four ways you can […]View Post audience, brand, channel, corporate communications, corporate content, corporate values, internal communications