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....
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....
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...
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...
Join? Yes. Stick? Well
Is your wallet stuffed with loyalty cards? If so, you're not alone. Americans now hold 1.3 billion loyalty program memberships, up from 973 million in...
Journalists Strut Anti-DM Bias
The most blatant recent example of the rampant media bias against direct marketing surely was the lopsided coverage given to the more than two-year-long...
Learning to Type
Ever wonder who invented direct mail? Remington Typewriter Co. claimed that it was the originator of the advertising circular letter, and that this happened...
Take This Word Out of Your Dictionary
Some years ago I was in the audience listening to a speaker who combined two rare traits: transmitting actually useful information, and entertaining as...
Message From Jupiter
It'll happen any minute that big surge of online shoppers we've all been waiting for. Right? Not so fast. Growth has flattened out, and there simply won't...
Beyond Page Views
Monitoring a Web site used to be a fairly straightforward proposition. Leading indicators like traffic, page views and sales gave a pretty good idea of how things were going. A more sophisticated check might involve observing how many visitors came through search results or affiliates rather than navigating directly to your page....
Dig These Results
Sure, a construction contractor could test-drive a new tractor at its job site. But doesn't using the machine to build your own dirt track and then race dune buggies on it sound like a lot more fun? Caterpillar thought so, and its customers agreed, judging by the 18% response to a mailing promoting a sweepstakes to win the racing experience....
Of Monkeys and Men
In early May, researchers from the Yerkes National Primate Research Center found a possible correlation between human speech and the gestures of chimpanzees....
All for One
A business-to-business client recently wanted to run an integrated campaign with one clear goal: Get 500 qualified leads. Not 500 responses, mind you,...
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