In an exclusive interview Neil Rosen, CEO of eWayDirect , gives some tips on how to integrate your online marketing campaign, makes predictions about what will be at the top of the list in 2010, shares insights, and much more. Enjoy!
PromotionWorld: Would you tell us a few words about yourself and your professional background? How long have you been involved in the internet marketing space?
Neil Rosen: I’m a pretty typical serial entrepreneur. eWayDirect is my third successful company, and my second in the online marketing milieu. My first internet company, started almost 20 years ago, generated leads in the pre-mover space by providing moving families with information on school systems all over the country. I thrive on being able to bring my marketing background to the online space in ways that really work for marketers.
PromotionWorld: Please tell our readers about eWayDirect’s Direct|Connect 4.0 platform and how this service can help SMBs and marketers alike start, manage and grow their businesses.
Neil Rosen: Direct|Connect 4.0 is a one-stop fully integrated platform that puts together for SMBs technologies such as email marketing, website marketing, and social marketing, that are typically available only to larger businesses. It is cost-effective multichannel marketing that allows smaller businesses to compete effectively with their largest competitors.
PromotionWorld: What are the top three challenges to business owners seeking to embrace this platform? Can smaller companies with a limited amount of technical knowledge use your service?
Neil Rosen: The whole point of Direct|Connect 4.0 is to enable marketers with little to no technical knowledge, and limited resources, to meet and surpass their online marketing goals. From strategy to execution to analytics, our assigned customer support manager is there to help clients deploy multi-channel campaigns, and make suggestions to help them improve their ROI and grow their businesses.
PromotionWorld: How can SMBs cut costs by opting for Direct|Connect 4.0 platform?
Neil Rosen: Instead of buying a number of products piecemeal, the Direct|Connect 4.0 platform is all-inclusive, which dramatically lowers the cost on the key technologies they really need to drive acquisition and revenue. We don’t have hidden or extra payments, so what you budget is what you spend.
PromotionWorld:. How do you support your customers?
Neil Rosen:
- We have without a doubt the best customer support team in the business. A dedicated customer service manager and account manager are assigned to each customer, helping them implement strategies and solutions to improve ongoing performance; plus, we provide a team to support your staff. Your account manager provides strategic assistance on an ongoing basis and is proactive in providing ways to leverage each solution to support the others, as well as using email to boost responses from other online and offline marketing initiatives. Your account manager also provides market intelligence about what is working in the emarketing industry at any given time, intelligence that can be implemented to improve performance.
- Your customer service manager will help you set up and customize your email site, train your team on how to use the platform and reporting, and work with you and your account manager to help you execute strategies and achieve your goals.
- Our compliance manager, database administrators, IT staff, and others work with each client to ensure the highest deliverability, compliance, and success of each campaign.
PromotionWorld: What do you consider progressive or unique about eWayDirect’s
offerings and service?
Neil Rosen:
PromotionWorld: What might be the most impressive changes and improvements that have taken place at eWayDirect over the last year or two?
Neil Rosen: In the past two years, eWayDirect has doubled in size, opening new offices and building the social community and certified acquisition modules into the Direct|Connect 4.0 platform.
PromotionWorld: What should be expected from eWayDirect in the coming months?
Neil Rosen: We plan to offer additional online marketing modules, such as Direct|Mobile, and continue to offer one-stop shopping with ease of use and cost-effectiveness.
PromotionWorld: If you had to specify a single most important priority for your company for 2010, what would it be?
Neil Rosen: Our priority is and always will be to continue serving our clients at the highest level in the industry.
PromotionWorld: In your opinion, what are the two most exciting things taking place right now in the world of social media?
Neil Rosen: The advent of chatter marketing, being able to track your customers and prospects, with their permission, across the Internet and market to them based on information you learn as they visit web sites, participate in user groups, join social networks, and interact with friends. The Internet itself begins to fulfill its promise of becoming one integrated social community.
PromotionWorld: Looking ahead, please make any predictions about which factors might be at the top of the list in 2010?
Neil Rosen: Chatter engines begin to overtake search engines in driving marketing strategies. This will change the entire emarketing paradigm, and eWayDirect is at the forefront of it.
PromotionWorld: Could you share with PromotionWorld’s readers some tips on what they should take into consideration when planning an online marketing campaign?
Neil Rosen: I founded eWayDirect on the make-a-promise, keep-a-promise premise: from initial campaign development to landing page design, through the entire campaign engagement, every touchpoint openly keeps the promises made at the launch point of the campaign. If marketers do that, their campaigns will deliver optimal performance.
Secondly, marketers need to support all of their campaigns throughout multiple channels—email, search, social media, and on their website—with a consistent campaign strategy threaded through all contact with customers, as compared to, for example, an email one-off.