Start at the End
It's not easy being a marketer these days. For one thing, you have to measure the impact of your campaigns. And that's a challenge when you're using multiple media. ...
Risky Business
To get the best insurance coverage, you have to be well informed. Insurers need information too — about their customers' demographics, businesses and activities. For Aon Corp., that meant putting automated processes in place to better track prospects and generate qualified leads for sales reps....
E-mail's Image Problem
Developments surrounding blocked e-mail images and links have been causing a great deal of consternation among marketers lately. However, experts say the growing trend is nothing to get confused or worked up about....
Sweetening the Pot
It's been said by everyone from Don Peppers to Fred Reichheld: Customer satisfaction starts with a company's employees. But how do you make sure that your staff fully supports your objectives? There's one way. Incentives....
Can You Find Me Now?
Google, Yahoo! and Microsoft have all optimized their search to help mobile users find what they want on the Web. Now Ask.com is rolling out a set of mobile services that will let owners of global positioning system-enabled handsets use the Web to find their way to local merchants....
The Bombardment Begins
My friend and list guru Bob Dunhill sent me a fundraising mailing, to which he appended the statement Abraham Lincoln made when asked how long his legs...
Tuff Luck
Those in direct marketing know Frenzy by another name, Tom McCulloh, senior account manager with healthcare database firm SK&A Information Services. But aficionados of late '70s/early '80s punk know him as the lead singer of the band Tuff Darts....
American Blogstand
A pilot program in which news was turned into song became the second most popular video feature on Boston.com last month....
In the Zone, Online or Off
AutoZone Inc.'s new product look-up system for driving in-store sales will soon be tried on its Web site. The $6 billion company, which sells auto parts and accessories, has two customer segments: do-it-yourselfers and professional technicians. But it faced a challenge: How to make sure it had the exact parts customers needed....
Good Call
Sure, all that newfangled new media is grand. But today we're here to pay tribute to the good old telephone the most versatile, flexible and consistently...
Price-Conscious Promotion
For those with champagne tastes and a beer budget, constructing a marketing plan can be frustrating. In Successful, Low Cost Direct Marketing Methods...
Too Much Togetherness?
If you lived through the dot-com bubble, you could be excused for thinking you'd slipped through a wormhole in time and landed back in 1999. In rapid-fire succession, a slew of the biggest online ad players announced plans to get a lot bigger by acquiring platforms, technologies or expertise they hadn't had before....
Brand and Direct Use the Buddy System
Once upon a time, brand lived here and direct lived there waaayyyy over there. Today, they're roommates. Many brand advertisers have begun incorporating...
Feeding the Kitty
Every creature has its phobias. To many cats, water is anathema. Some dogs abhor the sound of the vacuum cleaner. And then there are consumers who fear using a credit card to shop online....
East Side, West Side, Online
Earlier this year, NY Skyride was looking for a way to convey its high-tech pizzazz to Web visitors. It had to be snazzy and engaging: Competition for the Big Apple tourist dollar is tight, and NY Skyride, a 12-minute Imax tour of the city's landmarks housed on the second floor of the Empire State Building, faced a unique challenge....
Postcards From the Cutting Edge
While catalog mailers are adjusting to hefty new postage increases, postcard mailings are thriving. Even the largest 11-˝-inch cards qualify as standard mail at the lowest letter-size rates....
It All Adds Up
Yes, most database marketers still rely on revenue and income to determine return on investment. But a growing number are measuring brand equity, especially those that sell to businesses, according to Direct's 2007 database marketing practices survey...
Blog Commandments
In this excerpt from “The New Influencers: A Marketer's Guide to the New Social Media” (Quill Driver Books; www.newinfluencers.com) author Paul Gillin shares some thoughts on blogging etiquette....
Thinking Out of the Big Box
At the recent ERI eXchange conference in Boston, Best Buy International CEO Bob Willett spoke about the Minneapolis retailer's customer-centric transformation....
Compassion & Choices Ups Mail Volume
Right-to-die advocacy group Compassion & Choices is boosting direct mailings from four to six times a year despite the difficulty it's had getting conservative lists. ...
Short and Sweet
We'd like to give a quick cheer to the Webby Awards, which held its 11th annual presentation last month with a rule we think should be standard: five-word acceptance speeches....
Great Product, Great Site. Who Knew?
So what's going on in this Dansko ad? Not much. Apparently just advertising for the sake of advertising. You undoubtedly know Dansko for their famously comfortable shoes. The ad assumes that you do know, and merely wants to provide an intriguing artistic reminder. ...
NEW LISTS
Renewable and Sustainable Energy Companies Some 133,626 energy industry firms are listed. Separate segments are available for postal, e-mail and telemarketing...
Central Station
On the one hand, consumers want control over the media messages they receive. On the other, advertisers demand accountability for their investments. How do you serve those two needs? One way is to create a centralized hub for your integrated campaign: A microsite with a unique and easy-to-remember URL....
Direct Mail's Warm Glow
My jaded heart recently skipped a beat when a truly cheesy self-mailer showed up in my mailbox. If there's no column next month, folks, it's because I've retired and am living off my investment in…uranium stocks....
«Previous 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 100 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 117 118 119 120 121 122 123 124 125 126 127 128 129 130 131 132 133 134 135 136 137 138 139 140 141 142 143 144 145 146 147 148 149 150 151 152 153 154 155 156 157 158 159 160 161 162 163 164 165 166 167 168 169 170 171 172 173 174 175 176 177 178 179 180 181 182 183 184 185 186 187 188 189 190 191 192 193 194 195 196 197 198 199 200 201 202 203 204 205 206 207 Next»
