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,...
A Day of Giving
Miss those all-nighters you pulled in college? Looking for a way to give something back? Participate in this year'sCreateAthon. The event founded by Cathy...
Pharma DMers Are Web-Shy
Pharmaceutical marketers may see the Web as part of their marketing health, but many are cautious about integrating newer online tools, according to a recent survey by Medical Broadcasting Co. and CBI Research....
Letters to the Editor
I really enjoyed Ray Schultz's comments on the pervasiveness (or is it invasiveness) of corporate logos that dominate (or is it litter) sports arenas, bus windows, and streets (Direct Hit, March)....
What Is It?
Is a catalog a marketing channel or a marketing vehicle? And what does that mean, anyway?...
Get Real!
The National Association of Realtors claims more than 1.3 million members. To hear Lois K. Geller tell it, when she moved her direct marketing agency...
CORRECTION
The New England Direct Marketing Association (NEDMA) was incorrectly identified as NEMOA in a March Directions item....
E-mail's Metrics Mess
E-mail marketers lack standard definitions of fundamental metrics. Worse still, most don't measure anything meaningful at all about their e-mail campaigns, according to two recent studies....
TSW Seeks MHITD*
A few weeks ago, I interviewed podcasting gurus Dave Mansueto and Dave Chekan, co-founders of Liberated Syndication, recently acquired by Wizzard Software....
Put a Lid on This Can of Worms
Anti-marketing critics have mindlessly derided the Can Spam Act of 2003 since before it was even passed as the “You Can Spam Act.” Now it looks as if Congress may be listening....
Price Check on Aisle 12
Say you want to buy a new blender. You go out to your local big-box retailer and spot something you like, at a reasonable price. But you wonder: Could...
Mobile Action Heroes
If David Hasselhoff downloads videos to his mobile, we know what's at the top of his playlist: Hammer & Coop. The short films promoting the 2007 Mini...
Moving Pictures That Move Product
When it comes to video ads on the Internet, advertisers have shown themselves willing to jump in with both feet, provided they can get answers to two...
Grape Expectations
Wine Spectator magazine is hoping a trio of new e-newsletters will broaden its reach online and draw new subscribers....
The Better Newsletter
Anything that evokes the phrase Gone to a better place might be a poor choice of words for an insurer. But The Co-operators Insurance Co. is risking it...
Serious Games
According to game distributor RealNetworks, the sweet spot for in-game ads has turned out to be casual games those simple but engaging Tetris-like puzzles,...
Simple, Sturdy and Stylish
Some direct marketers who deal with a variety of craftspersons might grumble that they don't always get e-mail replies to questions quickly enough. OnlineAmishFurniture.com...
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