Yahoo! Bilatu marketina ... galdu nauzu!

Direct Mail is an expensive medium. Because it's expensive, it can't be done haphazardly. I used to tell my clients that the opportunity to gain someone's attention with Direct Mail was directly related to the distance between their mail box and their trash can. The only part of a direct mail campaign that's more important than the target and the piece is the ability to execute on the campaign.

Gaur, zuzenean sortutako Direct Mail pieza jaso dut Yahoo! Bilatu marketina. Eskaintzak 75 dolarreko kreditua izan zuen gako - hitz marketin batzuetarako Yahoo! bilatzailea. A hasi berri dudanetik Itsas Armadako Beteranoen sare soziala, I've been doing some testing with some keyword buys.

Yahoo! Bilatu marketineko posta zuzeneko kanpaina

The fine print, of course, is that you need to put a $30 non-refundable deposit into the account. That's still $45 worth of clicks that I could have used, though, so I tried to sign up. I say saiatu erregistratze eta ordainketa prozesuan 4 aldiz baino gutxiagorekin erantzun didatelako errore mezu honek:

Yahoo! Errorea

Direct Mail has one thing in common with any advertising. You must be able to deliver your product or service as soon as the prospect walks through the door. Inability to deliver does more damage than not advertising at all. I'm hoping that this Yahoo! campaign was a sample campaign sent out to a few folks to test the ability of their system to handle registration and purchases… but the truth is probably the opposite. They lost me! After 4 attempts, I'm not returning.

Yahoo! most likely spent hundreds of thousands of dollars on this direct mail piece. And the poor Marketing Director, who designed a fantastic piece, will probably be blamed for the campaign's poor performance.

Jakina, Yahoo! gertatzen da nire bloga irakurtzeko. 🙂

5 Comments

  1. 1

    Beti harritzen naiz enpresa handiek horrelako gauzak izorratzen dituztenean. Lau aukera eman zenizkien zortea dute, jende gehienak lehenengo edo bigarren aldiz geldituko lirateke. Zoritxarrez "mutil txikia" honelako akatsen bat eginez gero, gure bezero potentzialek gutxitan emango digute bigarren aukera.

  2. 2

    Bai, baina posta zuzena garestia da behar bezala egiten ez bada bakarrik. Ondo egiten bada, errentagarria izan daiteke. Baliteke diru merkea edo doakoa den zerbait baino gehiago kostatzea posta elektroniko bidezko marketina bezalakoa, baina arrakasta handiagoa izaten du. Neurgarria, pertsonalizagarria eta probatu daiteke. Ikus dezagun irratiak edo telebistak HORRELA egiten. (Hala dio DM adituak! 😉)

    Erik Deckers
    VisionDirect

    • 3

      Eric,

      Ados! "Garesti" baino "inbertsio garrantzitsua" esan beharko nuke. Ez da benetan gastua behar bezala egiten denean eta hainbeste diru-sarrera lortzen laguntzen duenean. Aupa, prest nengoen, eta gai nintzen pieza honi erantzuteko!

      Doug

  3. 4

    Eric,

    Iruzkin bikainak. Yahoo-ren marketin taldeak duela gutxi bere jende onena galdu du startup eta lehiakideengatik. Beti pentsatu izan dut zuzeneko marketin guru onenetako bat Jay Abraham dela - agian deitu beharko lukete.

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