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Subscribe in a readerB2B Email Marketers: New Opt-Out Regulations Effective July 7, 2008
Galen De Young ( @GalenDY ) | B2B Marketing | June 30th, 2008New rules issued by the Federal Trade Commission in May 2008 require the opt-out process to be simple and easy. The rules say that the opt-out process can’t require any fees or the input of a password, login, or other information that would somehow hinder unsubscribing. The opt-out process must require no more than the recipient’s email address. (You can’t run people through multiple steps to verify their identity.) In addition, the opt-out procedures must either be a single email reply or a visit to a single web page (i.e., you can’t require people to run through promotional pages or hinder them in any way on their way to unsubscribing.)
The new rules also have implication for B2B marketing professionals who serve companies with multiple divisions. (more…)
Snatching Defeat from the Jaws of Victory
Buzz Baker | Positioning | June 26th, 2008When we last visited the Prussian military strategist, General Carl von Clausewitz, we noted that his tactical direction for armies attempting to cross wide rivers was not always appropriate for marketers attempting to aggressively reposition themselves.
But the good general also has other advice for aggressive marketers that may well be worth heeding. And while his language is not the language of today’s military or marketer, the message is clear:
“In general it is more advantageous to continue our blows in one and the same direction, because there is loss of time in striking in different directions; and at a point where the moral power is already shaken by considerable losses there is more reason to expect fresh successes, therefore in that way no part of the preponderance already gained is left idle.”
When Repositioning Your Brand, You May Want to Disregard Von Clausewitz
Buzz Baker | Positioning | June 23rd, 2008
The Prussian military strategist, General Carl Von Clausewitz, once said: “No army wanting to cross a wide river would cross only half of it first.”
His point was simple. Once the decision was made to cross the river, the objective was to get to the other side. No ifs, ands or buts…and certainly no dawdling or halting along the way. Stragglers to be shot. Perhaps on most occasions that would be the viable military strategy, but when it comes to repositioning a brand, it could just as likely be a formula for failure. The key determinant in that formula resides in the word “wide”. Here’s why: (more…)
Can Social Networking Sites Deliver for B2B marketers? Absolutely, Positively!
Mike Marn | B2B Social Media | June 11th, 2008
A recent AdWeek article quotes FedEx executive Steve Pacheco as saying “It’s the next logical step for FedEx.”
He’s not talking about entering a new international market, or altering their business model, or a new Domino delivery option, like “30 minutes or it’s free!”
Nope. Pacheco is the Director of Advertising for FedEx, and what he was referring to is virtual delivery, via a new Facebook application. Now members of that social network can send one another FedEx “packages” that can include photos, links, little digital goodies, etc. The recipient clicks on the FedEx package to “open” it.
Traditionalists might smirk at such serous talk about a merely virtual presence that isn’t directly monetized. They shouldn’t. (more…)
