Web Marketers

Websites have lost most of their appeal since social networks and apps have been offering a more direct way to reach the prospects and receive feedbacks from the customers. Meanwhile websites survive as official communication channel toward media and investors as well as points of sale (eg. online catalog, e-store). The WWW Guide on Dmlr.org keeps on selecting websites by category and this time I would like to consider remarkable these four new entries.
  1. Hitachi.com , institutional website of many agglomerated businesses whose slogan "Inspire the Next" would try to explain the complex concept of oraganizational culture beyond every single branch of activity—heavy industries, consumer goods, robotics...
  2. Elementbrand.com , that is a California-based young business which does international marketing of goods thought first for skateboardist and then for people active into the nature as a whole
  3. Hbr.org , among the dot-orgs this one is managed by a leading publisher which focuses on the business field (acronym for Harvard Business Review) so a learn-subscribe model basically prevails on such a content site
  4. Muellergroup.com , where one finds out the history of the building of an European group, year by year all the acquisitions made as a way of expanding the mother company's activities and its brands market presence.

Creative Commons License
PS. Direct Marketing Linked Resources by Roberto Dondi is licensed
under a Creative Commons Attribution-NonCommercial 4.0 International License.
Based on this work at www.dmlr.org.

 [football club]

Inter Is Here!

Since 2000 Inter_Power on Dmlr.org is a statistical package made from data managed by a spreadsheet in my own computer. I set up a method where cooperating football players are compared for five attibutes, then applied to my favorite team—Football Club Internazionale Milano, best known as Inter, whose social hashtag this year recites "InterIsHere"... back at the Champions League! FCIM Neither official statistics for experts nor sponsored game for would-be trainers, Inter_Power comparative analysis appears beside the original logo (see left), a direct way to stay alive and kicking along with the football club. That monthly data flow delivers quantitative information condensed in a rank ordered by an outcome of percentages of minutes and matches played, of goals delivered and assists served, and so on. Nothing personal or subjective (I'm not journalist). Take into accont and Inter_Power will tell how the season works out for every single team mate. It doesn't matter if the players are in the starting XI or are starting from the bench, everyone could be the key player of the match at the end. But one heads Inter_Power for real.
P.S. Click here to scroll the starting grid of INTER_POWER!

 [direct mail]


Exactly every year in August an Ikea catalog gets into my snail mail box. It's a free copy, a direct mail that gives evidence to Ikea's sales effort toward the marketplace on a regular basis. This time the apparently squared catalog shows on its left-bottom corner a small Ikea75 flash inviting to "celebrate the brand anniversary". While the catalog is out of sale, the prices printed on it are available until July 2019, one of them as usual previewed on the front page reads €14,95 for a small tray-table nobody would give attention to even though one would watch the opening picture a day and a night long. But that detail would be representing the brand's communication strategy that works out so fine. The catalog's mission statement gets off from page 3, seven homes for seven life styles! From the Oasis home to the No-limit home by passing trough the not-to-be-ignored 16-square meter home, maybe Ikea most notorious strength. Inside the catalog the illustrated products are always depicted by a name, a function, a price (for example NORRÅKER → chair → €64,95). Noteworthy: the price formats respect the power marketing rule at the most, usually being €109,90 or €69,95 or €279... while it's highly difficult finding out a price ending with a even figure! Inside the picture frames, prices apart, some non-chalant people pop up now and then.. Sooner or later I should be telling you what Ikea represents to me too!
P.S. Often quoted inside Dmlr.org as a global brand, 1998 Ikea appeared for the very first, most recently in DMLR*News GOLD no.18.


Big Data!

There is an ongoing interest in data processing (DP) as we know it since many businesses have been sending some informative prospects on their privacy policies—for instance DPO stands for Data Protection Officer, if you think of a new position! All these companies provide services and products for sure, but they have been also collecting our names, addresses, ages, marital status, religions, professions, or just preferences on almost everything we are asked about online during our daily interactions with a computer. A collection of similar data from thousands or millions of consumers, stored into a computer program and processed—even as sets of records previously collected and stored separately—builds a database available to several users including marketing departments. Database Marekting was already commonly used in direct mail promotion and advertising. When the Internet Protocol (IP) has affirmed as the fastest way to exchange data and provide information, DB marketing has easily evolved into a computer-driven thus automatic system of addressing messages and packages to the most accurate target groups (and as soon as possible)! Dmlr.org has been out there to report on this evolution of marketing over twenty-one years of... collecting big data from everywhere.
P.S. 311 terms of direct marketing to know! Download and read the complete glossary made of PART I + PART II + PART III


Search Engine Optimization

Every year I keep you updated on the new contents added to Dmlr.org. This week the directory has counted 540 pages as a whole indexed by the search engine. I'm using FreeFind web services to provide a user-friendly tool for searching a given subject! A young visitor could search for 'mass marketing' thinking it was an old-fashioned term forgotten yet since today 'micromarketing' rules... Another could pretend to know everything about 'mobile marketing' just because he's receiving offers onto the smart phone display while originally the term would identify some advertising messages mediated by a car, bus, or taxi—thus a different meaning for the same definition of marketing.
P.S. Just type in the keyword terms or phrases to optimize this website!

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Shalom! (Pt.II)

Akhuzat Bayit (1906-1909) was the fundraising association that gave origin to the foundation of Tel Aviv. As tourist I had to remember it along with a sentence that did predict the birth of a Jewish city from sand dunes by some words sounding like these
"Again will I build thee, and thou shall be built, O virgin of Israel"... #Jeremiah (31,4).
Said that, I started from the Founders Monument installed in 1949 on the site of the offices of the neighbourhood committee—and the first water tower! And I left Tel Aviv 6 days and 5 nights after my arrival in Israel, last hours passed on at the pier where the docks have become an ideal place to relocate many fashion brands flagship stores. I was widely breathing in and out the air coming from the Mediterranean sea while I ate tuna fish sandwich and fresh salad at #Landwer's . So far so pleased—if you are likely to read more about that journey just click on #TLV.

PS. A few personal pictures also available on Twitter.com/donro59.
Shabbat Shalom!


Shalom! (Pt.I)

It was four o'clock in the morning, nearly the dawn, and I went out of the #EL-AL Boeing 737 where I had slept just a little in some aisle seat during that dark, crowded flight from Italy. Young and slim hostesses prepared the late-night dinner in order to distract rather than feed the passengers. It seemed a bit strange to me speaking English after several years, and I had warmed up my tongue at the check-in before the man in charge of the air company security. But later talking to female personnel on the airplane was more relaxing even at 42 thousand feet above the sea... This trip had a special meaning for me—being leftist I can't travel so far without a political, almost historical reason. Truth to say it could concern more a moral pathway traced by the birth of a city so much strangely founded in a recent past, the presence of Bauhaus-styled buildings along with the fact I was going to visit that country this much particular year. All these motives have been converging on and pushing me to Tel Aviv, the white city! Finally I got out of "Ben Gurion" airport asking for a cab to the city center. At 6am the taxi driver welcomed the cash and I could breathe in the air of Dizengoff square that now got my attention.
PS. Shalom! (To be continued...)

 ©2018 Roberto Dondi -- dmlr.org(sm)


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