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Dudley Stevenson
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Author of "Marketing Direct: Breaking Through The Clutter"
Author of "Marketing Direct: Breaking Through The Clutter"

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Dudley Stevenson's posts

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Note to all marketers. Traditional TV viewing continues to decline among teens and young adults. The moral of the story is that you'd better start expanding your use of digital social media to reach these audiences. And, if you're having trouble justifying increased expenditures in this area because the digital analytics aren't there in terms of results, then it's time to start applying direct marketing techniques and practices.

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Some good suggestions for encouraging and using user-generated content to promote your brand.

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Excuse me, but cross generational marketing, meaning having to sell to different generations with different wants, needs and tastes, is nothing new. The digital revolution did not create this, it's always been a fact of retail life.

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How much of these sales increases have to do with Amazon, is pure speculation, but these days everything good or bad having to do with retail is being attributed to the Amazon Effect. Amazon did not create direct shopping, but it's quite possibly made it more acceptable to shoppers who were on the fence. Clearly, trade writers love the term. The increase in online sales may be good news for some retailers, those who are also seeing increases in over the counter sales. But, for the rest, those experiences declines, this good news doesn't offset the bad news at the cash register.

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Truly, the word subscription has all kinds of meanings depending on how you want to use it from a marketing perspective. And, depending on your retail business model it may be the answer to establishing a unique USP that will allow you to compete more effectively in the Amazon Effect Era. 

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Solutions for dealing with the Amazon problem…only from the mouth of a non retailer. I particularly like match pricing. Sounds like a plan until you realize that unlike Amazon, which is a distribution company, not a retailer, most retailers have to make money in their core business which is retail. Some of the other strategies, solutions, make some sense, but there are cost constraints associated with most of these. Customization, aka Private Label, a game that most mid-market retailers can’t get into unless they carry a very big purchasing stick, like Macy’s, Dick’s Sporting Goods, etc. End to end customer service. Not sure what that means except that we all know that we hate standing in checkout lines to purchase anything. Yet, the solution is for most retailers to add more self service checkout. Don’t know about the rest of you, but bagging my own groceries as well as ringing them up, leaves me cold as can be. But hey, I’m not a Millennial who has grown up in an era of non service, aka self service. Bottom line, to survive in the Amazon next day or same day free and get it at the cheap, you need to adopt some aspects of these suggestions.

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Event marketing remains an important component of B2B sales and marketing. It's not going away, but there is increasing use of marketing tech to support events. This report shows where most of the B2B sector is spending their dollars on tech to support events.

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Some helpful information on how to use Facebook Insights.

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Interesting, native ads are on the rise. Funny thing is that natives ads, which back in the days of print, were called advertorials were frequently used by all marketers. Now it seems that they have been rediscovered and reinvented for the digital generation. Nothing is new, just renamed.

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Amazon & the Amazon Effect, the good, the bad, the ugly.
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