Bigger-Picture Strategy Shared at Mequoda Summit

In this brief video from our Mequoda Summit East 2010, you will get a taste of the informative commentary shared throughout our sessions

While digging through some of our video content, I came across this clip from the Mequoda Summit East 2010.

The specific session was Building Email Circulation: 41 Sources You Could be Using to Increase Website Traffic and Attract Email Subscribers. This brief clip captures Don Nicholas, CEO of Mequoda Group, giving an introduction to the 41 sources for building email circulation.

There were a few specific statements made by Don that I found interesting, because they are just as important, if not more important, almost one year later.

Don’s introduction delivers the “bigger picture standpoint” that all of us need to face while operating and maintaining online businesses. Below are a few of his direct quotes from the video, and why they are important.

“In terms of building relationships, the core strategy in 2010, and we think going forward for years to come, will be building customer relationships.”

From the last Mequoda Summit East to the upcoming Mequoda Summit East 2011, the term “audience development” has taken on great meaning for publishers. And since Google’s algorithm has been rewarding social, audience-centric websites with higher page ranking in search engines, publishers are paying more attention to customer relationships.

Social media and blogs are certainly two popular forms of nurturing customer relationships. However, email appears to still be the top.

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According to a recent study conducted by the Pew Internet Project, email, along with search, are the two most popular online activities for adults, with 92% engaging with email. Even more impressively, email has become a habitual activity as 61% of users engage with it daily.

In this video Don states, “Email does tend to be the primary medium as a relationship builder. Someone who has genuinely given us permission to push content to remind them about what we’re doing back at the website on an ongoing basis. “

As you can see from multiple sources, email is great for customer relationships.

“Email is used to leverage the content on your website.”

Another popular trend that grew throughout 2010 was the emergence of apps. This was largely due to the growth in the smart phone market, and the realization publishers had on the need to develop apps for new audience relationships.

Mequoda Summits discuss change

One of the best things about Mequoda Summits is the value laid out by publishers who have seen change affect the industry.

In the video clip, Don discusses how magazine publishers used to look at email and web as separate entities. They collected email content and put it in an archive, but it was rarely indexed or tagged, therefore being worthless to searchers.

It’s an example of one of the many changes publishers have dealt with to better develop their content strategy. Today, successful online publishers cannot neglect their content in the same manner.

This is why Mequoda Systems are the centerpiece for reposting everything you send out in email.


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