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....
Get 'Em Talking
Everyone knows what word-of-mouth marketing is, but do they know how to make it work for their organization? The mission of Beyond Buzz: The Next Generation...
Making the Right Turns
Prominent attorney James Humes once observed that “the art of communication is the language of leadership.” In other words, skilled communicators must convey their personal warmth, knowledge and can-do spirit to guide and inspire others....
Some Do.com, Some Don't.com
A new survey by the Pew Internet & American Life Project shows that while 31% of American adults get lots of productivity and satisfaction out of using Internet-connected technology, 20% use such devices grudgingly — and almost half could care less...
Skirting the Issue
Craig Cochrane knew he wanted to break into electronic retailing. Armed with an MBA from the University of Southern California and several years in network and digital television production, he just needed the right concept....
Inside Information
Boardroom Inc. has based entire marketing campaigns on asking questions like, “What food should one never eat on an airline when offered?” (The answer: scrambled eggs.) But now it's directing queries at itself....
Soft Cell
Analysts keep saying that in the United States there are eight cell phones to every PC. But so far, the mobile sphere is rife with unrealized potential. Mobile marketing is confined largely to messages advertisers are pretty sure young users will be glad to opt into, such as video clips from upcoming movies. And m-commerce is still restricted, for the most part, to content subscriptions and digital downloads of ringtones and wallpapers....
Driving Force
For nearly four years, Nissan dealers have gotten response rates better than 4% to mailings promoting parts and service to their more than 20 million...
Tooth Serum
Even though the camera wasn't so candid, television still gave GoSmile a reason to grin. The launch of a successful long-form DRTV campaign 12 months ago helped the tooth-whitening company start a growing continuity program, says Chris Valletta, senior director for business development at New York-based GoSmile Inc....
Art Wins Over Copy Again
I did a makeover of an IBM ad some four years ago in this space. That one featured an out-of-focus photo of a reindeer and a headline in white letters, “Finnair Sees It” (The Makeover Maven, Oct. 15, 2003)....
Get to Know DMAW
WHAT Direct Marketing Association of Washington MEMBERSHIP Approximately 1,200 members, including a wide range of mailers and vendors. One thing that...
Postal Pointers
With last month's postage rate hikes, mailers must deal with a brand-new system where shape matters more than weight. Direct recently sat down with Arnie Cohen, senior manager at Carlsbad, CA direct mail services firm Modern Postcard, to get some survival tips....
Count Off
According to Colloquy's loyalty program census, the average American household participates in 12 reward or recognition programs,...
A Brand-Boosting Bid
An ongoing DRTV initiative has helped auction site uBid drive new user registrations at a cost per visitor comparable to online media like paid search....
Everybody Run, Spidey's Got aKnife???
The world is divided into two types of people: those who like inserts, and those whowell, those who rip them out of magazines immediately. I have to admit,...
Listline
NEW LISTS Wild at Work Human resources and benefits directors who registered at Wildatwork.com are on postal and e-mail lists with 25,236 and 7,982 entries,...
Letters to the Editor
I love Tom Collins' makeovers. Some may think he's “old school” because he always [stresses] the importance of good copy. This industry, and especially those in advertising, need people like him to constantly remind them what they should be focusing on. Yet for the most part, print ads seem to ignore that wisdom....
Controversy Erupts: The Life of Joe Fitz
The advertising business lost one of its great legends May 7 when Joe Fitz-Morris, founding editor of DM News and Advertising News of New York, died at age 89....
Are All Your Servers Authenticated?
Microsoft offered an eye-popping statistic at its Authentication and Online Trust Summit in April: Ninety percent of incoming marketing e-mail the software...
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