Watch Out for the Little Guys
Sure, many of the big players in direct response have embraced database marketing's best practices. They're extending analytic capabilities across all mediums and integrating marketing channels into a single file. But they'd better watch their backs: Small and mid-tier companies — those with annual revenue in the half-million to million-dollar range — are poised to catch up and may even surpass them...
Need an Endorsement? Ask Henry VIII's Agent
Celebrity endorsements ain't what they used to be. If you're old enough you remember when Arthur Godfrey and Dinah Shore could endorse almost anything,...
ID, Please
Collette Vacations had a powerful marketing tool at its fingertips: A database of customer satisfaction survey responses, which also held information...
Hey, Lady!
She was born between 1946 and 1964, and her purchases probably have ranged from Hula-Hoops to minivans. She's the baby boomer woman, and for many marketers...
Ready for Syndication Soon?
RSS may stand for Really Simple Syndication (among other less-descriptive things), but there's nothing simple about selling the automated Web feed processes...
What's This?
We've mentioned it already. But it may still be a shock when this issue of Direct arrives in your mailbox. It has the same writers as it did before people...
And the Mail Just Keeps Coming
It would seem most marketers are aware that the World Trade Center towers are no longer standing. Not true, according to the U.S. Postal Service. The...
The Close Makes the Man
These are the new leads. These are the Glengarry leads. And to you, they're gold. And you don't get them. Because to give them to you is just throwing...
Let's Make a Deal
Grizzard Performance Group posed this question in a recent survey: You're planning on purchasing a large item, like a TV. After much research, you decide...
GETTING THROUGH
Business-to-business marketing may not have the glamorous reputation of its consumer cousin. But that doesn't mean there aren't plenty of hot new ideas to help B-to-B companies better acquire and retain customers. Here's a roundup of new developments to help you meet your business objectives....
The Offer Might Not Matter
Two of the traditional building blocks of any strong direct response campaign have been the creative and the offer. But in an area where consumers are...
Selling the Shat
And now here's where we make the obligatory joke about selling boldly where no continuity program has sold before The William Shatner Sci-Fi DVD of the...
One Size Does Not Fit Everyone
Get ready. The current postal rate case is all about shape. And mailers are going to find out that one size does not fit all. For starters, flat mail...
Yahoo! Strikes Out Again
Remember how it was in college? You were too busy partying in the dorm or frat house to fight your way through Dante's “Divine Comedy” and write an analysis of it for your term paper. Then the term paper was due. So what did you do? You sat down and cranked out several thousand words of baloney, to use a polite word for it, which hopefully concealed that you had barely read a line of Dante. ...
Some Really Stupid PR Tricks
Why are direct marketing firms so often so bad at press relations? No one is saying every DMer must have a PR rep, but if a professional communicator is part of a company's marketing, is it too much to ask that they be at least competent?...
Vacation Planning
Long before travelers pull their suitcases down from the top shelf, RCI Global Vacation Network has begun modeling where they will go. Not on an individual...
Same Here, Same There
A customer buys a fire-engine-red sweater from your Web site. Then that person exchanges it at your retail store for something more subdued, perhaps in mauve. Is the experience seamless? It should be....
Look Back in Hunger
Last month, The New York Times ran a list of 2006's top ideas, one of which had interesting direct marketing ramifications: television commercials that hide special offers by making them viewable only through freeze-frame technology. The “top idea” here was marketers' attempts to dissuade consumers from using digital video recorders, such as TiVo, to fast-forward through commercials....
Becoming a Pod Person
Thank you, Steve Jobs and the iTunes Music Store, for a jump in podcast downloads. The Pew Internet & American Life Project discovered in a recent poll...
David Takes on the Goliaths
Retailer Dave's Soda and Pet City made its first move into the multichannel world last month with an e-commerce site to promote the national launch of Simply the Best dog food....
Online Video Ads Get a Boost
Video content is flowing onto the Web, and the video-watching audience is growing correspondingly. So it's not surprising that direct marketers are showing interest in attaching ads to that content and reaching this online audience....
Custom Wild Mail Drives Store Traffic
Upscale health food chain Wild Oats is using dynamic content in its national e-mail newsletter to boost attendance at events in local stores, and the program reportedly is working like gangbusters....
Where Do You Hang?
Everyone has their favorite haunts on the Web. Some are places that you pop into every now and then, to make a quick purchase or check up on news. Others...
Web 2.0 Meets the Senior Set
Computer and application developers have long talked about the “grandma test”: If their hardware or programs were intuitive enough for older relatives to use, they knew they had something a broad swath of the everyday online public could find value in....
Making Measurement Matter
Marketing databases are overflowing with information — they can hold millions of records and thousands of data points on prospects and customers. The ready availability of data has fueled a tendency to analyze things to death; everyone wants to know something slightly different. An inexperienced analyst can end up fulfilling 101 analytical requests, when probably only 10 or so relate to actual success....
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