December 07
Table of Contents
  • Neutral 
  • E-card 08 
  • Western 
  • Seth 
  • Direct Marketing 
  • Linked Resources 
  • MyQuiz 

GOLD Archive


GOLD XXXV, Aug. 07



DMLR*News v.Email

Italian Text
© Roberto Dondi
    DMLR*Newsletter — GOLD Edition n.37
    I. Neutral.

    Another year is upon us... Thank you for reading or subscribing to DMLR*News during the current year. While subscribers will receive again this newsletter for free, there is a little contribution to be due, without obligation of course... One question on your primary source of information about! (¹)
    I'm used to ask website visitors to answer a simple question with or without subscribing to DMLR newsletter.
    After enough people have sent their feedback, I will produce the new statistics and upload it onto the INDEX page.
    This method is a previous stage to the online questionnaire, an important web tool for companies that are focusing on information gathered from a website group of visitors. The best questionnaire is designed as online form to be filled out, with a limited number of questions --e.g. about 10 questions limit the time for filling in within a few minutes-- and responding fields that may vary from yes/no to multiple-choice buttons to full-in-the-blank answers. (Well, you will just find all these three options in the short form One Q? 4 U.)
    What is most imortant is the technique of gathering information be in accordance with respecting sender's anonymity and linking to a company's privacy policy, both much appreciated by the Net users!
    Since the Internet has been seen an excellent medium for building primary research, thus information provided by a website visitors or an e-mail list subscribers, many companies redirect their actual customers to some web pages where such surveys are conducted on a range of issues as
    Product and service feedback
    Brand awarness
    Web site
    Advertising campaigns
    Suggestions for improvement.
    The companies count on this soliciting task and push their customers to the online contact by many ways, from direct mailing to TV commercials until the packaging of product itself.
    The online medium offers several undoubted advantages as it is seen as being faster and less expensive than traditional opinion research methods. But 'a definitive positive to online research as opposed to face-to-face research is that nobody judges the answers of the people being surveyed. The people filling out online surveys don't have to worry anyone else's opinion; it is an objective, neutral environment. You can get a clearer picture online because those being surveyed are more apt to let their guard down when they're not being confronted by others' opinion' (Larry Chase²).
    Useful resources:
    ¹Online Poll

    II. E-card 08.

    What is the history of those Christmas e-cards that are part tradition and part custom over the Internet channel? Not to say about the gift certificates that seem to treat Santa Claus as temporary employer by such leading e-retailer as There is no need to do a job on me, I'll tell you everything I know about the holiday season...
    For years I have been going to connect my e-cards to the glittering decorations bound up with this magical event that is even an history of things and symbols, from the multi-colored spheres to the Christmas tree. This time I have dig into my personal history and taken something out of the photo album, the picture of myself as 2-year-old kid engaged in a ride on the rocking horse. Thus it's the origin of the E-card 2008.
    By the way wooden, painted animals, dolls and trees with wool details are the most traditional forms of decorating the Christmas event in Northern countries...
    So I have perceived as truly natural to associate that old picture to these holidays. In fact the horse was made of wood (yes, 1961 it's a very old time), the laughing kid was chuffy enough to seem one of those children advertising the pampers, and last but not least the autumn outfits came from a wool-made home production!
    From the private story outlined here the range of symbols that are used to recall the fantastic world of the days that pass through Christmas/NewYear/Epiphany are all present in an anonymous work of photography. Nothing missing. And the rider himelf has much to do with a world where the kids are mastering, because he is in control of everything around him... The same control kids are able to show on merry-go-round when they are on horseback. Only on there they are going to feel fully satisfied, and neither on the cars nor on other moving toys at the amusement park. Is this a good reason a (horse)laugh bursts out so spontaneous? Is the way of rocking a horse that lets the children joke? From the perspective of image, the kids are perfectly integrated with what we might call the traditional type of expectations to Christmas... Specialized corners housing real merry-go-around keep on finding a place within the super or hypermarkets in order to establish a link with the family background for creating a more direct relationship with the user. And when the funny atmosphere is built around the little consumers, even the stores are achieving an additional service to their core business. This is made up through a reproduction of images, of individual units that can possess an image of their own. A functional but softer service capable of bestowing an image of fun in the store and combining the qualities of fantastic toys with the efficiency of a modern distribution and sales system.
    Do friends ask why you seem so down on holiday season? Do you play up nostalgia for the toys? Well, share digitally those wonderful memories with the Net... Is your life oppressed by too much marketing around?
    Simply give!

    III. Western.

    Primo Award 2007 is gathering a bunch of the best western marketing gurus in order to tie them down to a unique contest! What is most prolific to you is not the final result --Who Has Won Out?-- but the ideas coming from people who made business resemble a storytelling or a children dream.
    Probably you have always got wind of top-notch experts thanks to reading of books, working with leading companies and finally surfing the Net. Now it's time to find out if you are right or wrong to such experts, and what you can do from big small ideas on everything they have spoken and written about.
    Don't feel out of your depth only because an American guru is far different from your coworker or your supervisor. As long as you work on direct marketing, the king of the marketing mediums, you've got to find a way to talk with other business know-how connoisseurs --as advertiser, copywriter, brand expert, and so on. Now 11 Questions to Ask Yourself Before Meet The Top Marketing Gurus...
    1. The holiday shopping season is nearly in full swing, but why are you losing sales, time and money?
    2. Are you struggling to attract new customers to your small business?
    3. Is the holidays season the worst time of the year? Can you hardly remember when you enjoyed going to work?
    4. Do you have a question about running your business? Want to share your concerns or expertise, or just vent?
    5. Has really the Internet presented small companies with an unexpected marketing opportunity?
    6. How much do you invest on the most basic tool on the Web, the search engine? Will you have to pay to get included in the Google search results?
    7. Want to begin launching web promotions to attract clients and maybe build another revenue stream?
    8. Do you have a great product or service but aren't sure how to let prospects know about you?
    9. Need help writing your own powerful sales letters in just minutes?
    10. What can crush self-confidence, destroy self-esteem and leave even the most seasoned sales professional quivering with defeat?
    11. Is the best source of big ideas of business those small ideas?
    Until you can answer these question, at least ten out of eleven, you can't even begin to plan your Western Web Marketing Plan...
    PS. Click here to find out how 12 Western Business & Marketing Disciples can help you by teaching a profitable and fun seminar on direct marketing and all manner of things (work in progress)!

    IV. Seth.

    American Way magazine called him "America's Greatest Marketer". Who's that guy? Seth Godin:
    • writes the most popular marketing blog in the world;
    • is the author of the bestselling marketing books of the last decade;
    • speaks to large groups on marketing, new media and what's next;
    • and is the founder of, a fast growing recommendation website.
    Now Seth courtesy appears on! Indeed I have selected for all readers of this newsletter a book, The Big Moo, where as editor he accomplishes the meeting of the all-star group of marketing outstanding personalities...
    Meanwhile another squad of experts is growing year after year... now DMLR's Thirteen!

    V. Direct Marketing.

    The DIRECT MARKETING glossary is available on DMLR in a 3-document edition (PDF) you can browse here or easily download onto your desktop. It consists of 19 pages as a whole, 311 paragraphs/terms, 236 Kb, 7450 words, 44772 types!
    Select and print the three parts of the glossary in English from PDF::Menu.
    Sure the Internet has been changing the traditional snail-mail based direct marketing. And yet the Internet marketing is a consequence of the old direct marketing somehow. Many terms you'll find inside the DM glossary are suiting for the e-mail marketing too...

    VI. Linked Resources.

    (From the eMA Newsletter, Dec. 2007. I've found some cajoling ideas on how to move forward in the best direction sometime later in 2008...)
    Five Things to Consider for 2008
    1. If you haven't joined our LinkedIn group - Join - it's free and provides excellent networking opportunities. See the link below to join the eMarketing Group.
    2. Make plans to get out of the office and attend a conference, of course we would like you to attend ours, but there are others at the links below. Conferences give you the opportunity to share with experts their insights and experiences, learn best practices, meet new associates and prospects, and steer your organization toward profitable growth. In today's competitive and ever changing environment this can make a huge difference in development of effective marketing. If you decide to attend our eM8 event in San Francisco use the promotion code 2008 for a 15% discount registration till 12/31/07.
    3. Get a copy of Kevin Lee's book and read it, if you have an interest in SEO it is one of the best out there. Again a link at the end of this email.
    4. Start a blog, Compendium has a great program - it will provide you with better search rankings and give a value added service to your clients and customers.
    5. Take an online course, get a certification and give your resume and career a boost.
    I hope you all have a happy, and safe holiday. Lett's all make 2008 the greatest year ever for eMarketing.
    Best wishes,
    Robert Fleming, CeM
    President/CEO eMarketing Association
    Direct Phone Line: 401 440 6519

    VII. MyQuiz.

    What is exactly the Loyalty Ladder according to the marketing slang?
    Find answer on (from mid January).
Copyright 2007 - All rights reserved (except where indicated). Issued: Dec. 30nd, 2007.
Roberto Dondi --word processing, HTML and the ropes.