Posted by hugh.allspaugh@ogilvy.com | Under Hugh Alspaugh
February 2, 2010
The Conversation of the Future?
Over the holidays, my 12 year-old son went shopping for a present for his mom on his own. After browsing around in Borders bookstore, he sent me a text which listed the things he was considering. I suggested he send me a photo of his favorite option. He did, I approved, and I can still recall the feeling as if I participated in the decision, even though he was exercising his independence. What a great experience and a nice connective moment for us both.
This got me thinking about what it means — or doesn’t mean — to have a conversation in an age of mobile ubiquity.
Humans have long enjoyed the art of the conversation. These days, we “talk” in many ways, including in person, over the phone, texting and tapping social media applications. What if brands spent less time prying their way into those conversations, and more time adding value by making it easier for us to converse about our brands and products?
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Posted by gretchen.scheiman@ogilvy.com | Under Gretchen Scheiman
January 28, 2010
Effective, cost-efficient segmentation is the holy grail of email marketing. This Holiday season, a major retailer resolved to maximize revenues from the email channel by segmenting their customer base and sending more targeted emails.
To do this, they challenged agency partner Ogilvy to help them overcome two of the biggest hurdles most companies face when they decide to segment and target: what to do with the data, and how to keep creative costs reasonable while increasing the number of versions exponentially.
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Posted by mat.zucker@ogilvy.com | Under Mat Zucker
December 22, 2009
DMNews is celebrating 30 years. Here are a few of our contributions to the most iconic and popular direct response campaigns, whose innovations helped shaped today’s.
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Posted by gretchen.scheiman@ogilvy.com | Under Gretchen Scheiman
December 14, 2009
It’s that magical time of year, the Holiday season once again. Every day the retail email fairy leaves me well over 20 (some days over 40) red and green emails to spread joy and cheer throughout my inbox. I have begun to understand how time-consuming Chad White’s http://www.retailemailblog.com job must be.
The Holiday season is an excellent litmus test of how far direct messaging has come - and how much further it needs to go. In arguably the most competitive drive period of the year, retailers should be showcasing their direct messaging chops to break through the clutter, driving revenue and margin. The epitome of direct marketing is relevance. Yet the evidence in my inbox points to Holiday messaging firmly entrenched at the other end of the spectrum: one-size-fits-most messaging, with discounts of 20%+ thrown in to catch the eye.
Disappointed, I briefly considered checking last year’s emails to see if any retailers chose to reduce costs by re-using their Holiday 2008 creative.*
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Posted by jim.dravillas@ogilvy.com | Under Jim Dravillas
November 2, 2009
Articles, blog posts, and press releases abound about how much data the internet is now making available for marketers, about what a sea change this data deluge is bringing to business processes and decision-making. New data companies are entering the space every day, each with case studies that verify the utility of their offerings. A new world of data-driven marketing is upon us!
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