The best thing marketers can do, the panelists agreed, is fearlessly test and experiment, ideally with management’s support.
“At Armstrong (World Industries), the e-marketing function is highly valued, right up to the C-level executives,” said Mike Saad, the company’s global e-marketing manager. “They believe in the spirit of trying, and failing and learning from it.”
Another marketer agreed.
“It represents a tremendous opportunity because even the negatives can be positive,” said Edward Linde II, senior marketing manager, e-commerce at IBM Corp.’s IBM.com.
Both marketers take that advice to heart.
Saad said Armstrong did a pilot program earlier this year with local search testing click-to-call search marketing and learned several lessons from the process, including the fact that the click-to-call tactic was underused.
“The local search program was one of those things we decided to just do and see what happens,” he said.
Saad said Armstrong is also launching a video marketing effort on its Web site next week, featuring a company sales executive explaining the featured product.
Later this year, IBM plans to implement a way for customers to anonymously rate its refurbished products, and rate interactions with customer service as well. The anonymity is because many people are reluctant to admit they have bought a refurbished piece of equipment.
Geoff Ramsey, CEO of eMarketer, the third panelist, said marketers simply need to make sure they don’t follow Homer Simpson’s maxim: “Trying is the first step towards failure.” Ramsey said, “Don’t do that.”