next generation email marketing

Email Marketing: It’s a Question Of Value

Gee Ranasinha Communications, Marketing

In the old days of marketing, the very fact that a company had a prospect’s email address equated to having their attention. Not any more. If your email inbox is anything like mine, barely a day goes by when you don’t receive some kind of marketing circular. We’re constantly bombarded with so-called “special” offers, company or product news updates, or sales pitches – all continually fighting for our attention. As a result we’re increasingly desensitized to most of the marketing messages that companies send out. More often than not we look at the name of the email sender, perhaps read the subject headline – only to bin the email. Marketers look at the problem as being one of numbers. Increase the number of people receiving the communication to increase the number of take-ups of the offer. They talk about “open rates” – the number of people who view (or “open”) the email as a percentage of the number of emails that are sent out. Since we’re all getting increasingly fed up receiving with such mails, you won’t be surprised to hear that email open rates are in a state of continual decline. Today, depending on the industry, it’s getting increasingly …

Stay Hungry. Stay Foolish

Stay Hungry. Stay Foolish.

Gee Ranasinha Communications

The year was 1992. I was working for a central-London based supplier of professional photographic equipment, and we’d just taken on UK distribution of an innovative high-resolution digital capture system. The scanning back attached to a Sinar large format studio camera, and could capture images at a resolution of 6000 x 7520 pixels. That equates to a digital image of 129MB. This was in 1992, don’t forget. We needed a computer to tether the equipment to. The manufacturer of the camera back only had software for the Apple System 7 operating system. Our company had to buy an Apple computer. My love affair with the Mac was about to begin. The company purchased an Apple Macintosh Quadra 950 – the most powerful machine available at the time. The processor ran at 33mhz. We ordered it with 256MB of RAM – the maximum it could take. We bought Adobe Photoshop 2.5.1, a Radius 20 inch (CRT) monitor, and a Radius Thundercard accelerator that was meant to speed-up Photoshop. Running an “unsharp mask” on a 129MB file could take 2 minutes or more. Just opening the file could take 30 seconds. No-one in the company would go near the new arrival. It …

mobile web visitors have different expectations

The Mobile Web Isn’t The Web

Gee Ranasinha Communications

The world’s gone mad for mobile. It’s all about the mobile web. Mobile devices – primarily smartphones and tablets – are set to become the dominant vehicles for accessing the internet. At the beginning of 2011, there were reckoned to be 500 million mobile internet users. Sony Ericsson predict that this figure will DOUBLE by the end of the year. Already today more than half of online users access the internet via their mobile devices. By 2013 more people will be accessing the internet from their mobile device than from their PC. Analysts such as Mary Meeker from Morgan Stanley predicted all of this two years ago. So, in order for your business to be visible on the mobile internet, you need to pull your finger out and have a mobile version of your current website up and running PDQ. Right? Wrong. Eh? You don’t want a mobile version of your existing website. Just as you don’t want what amounts to little more than an HTML version of your brochure – which, if we’re honest, is what 99% of company websites were up until maybe five years ago (and, as well all know, many are still stuck there). Yes, you …

Product brochures are obsolete

Have Product Brochures Become Obsolete?

Gee Ranasinha Communications

The role of a marketer has changed, to now include the curation of user-generated content and use the company’s visibility to push this content to the their audience. So do we still need product brochures?

importance of relevant content in business marketing

Content Isn’t Everything. It’s The Only Thing.

Gee Ranasinha Advertising, Business, Communications, Marketing, Social Media

A quick question for you: For most businesses, where would you say is the first contact point between the company and a prospective customer? Before they see your ad, read your postcard mailer or receive the sales cold call, the first engagement point with your company is most probably your website. So why don’t more companies take their website seriously? I don’t (just) mean the design and having up-to-date information on your business value offering – i.e. your product or service: whatever it is that you’re selling. I mean having content on there that existing and prospective customers want to read. I mean having a ongoing and regular program of delivering new content designed and researched in such as way for your audience to find interesting. So interesting that they’ll come back again, to consume even more of it. So interesting that they’ll talk about it with their friends. Today, before a customer ever buys your product or service, they “buy” into your company. They listen to your story, the narrative of why you do what you do. Why you sell, as much as what you sell. I’ll bet you, just as with our company, that if you checked your website …