What Gives?
Scrap the editorial praising Lon Mandel for bucking the consolidation trend. Replace it with one that lauds him for his aggressive acquisition strategy....
Searching for Hillary
Universal search combines all the categorical directory findings and media into a unified search engine results page. Through a new set of algorithms, Google offers results that may include videos, maps, images, blog sites and press releases that it positions by newly defined relevance and popularity....
HOW TO READ TEA LEAVES
Direct spoke with Leo Kivijarv, PQ Media's vice president of research, about the challenges of committing predictions to print in a fluid economic market....
It's Time to Dumb-Up
We in direct marketing don't have to worry much about the dumbing-down of advertising and marketing messages. After all, we're in the thick of it. But...
Partnering for Progress
It might surprise some direct marketers to find out that affiliates can deliver a more desirable demographic than the average online shopper. According to a recent study from DoubleClick Performics, affiliate channel shoppers spend more — the typical order size via affiliate sites is higher. An affiliate shopper, the report also notes, tends to be slightly wealthier compared with the average Web counterpart....
WHAT'S THE BIGGEST E-MAIL TREND FOR 2008?
Overall, look for e-mail marketers to make a strong move into highly individualized marketing next year. As marketers pursue high relevance and high ROI, e-mail campaigns will evolve beyond basic targeting and even demographic-based dynamic content....
Goldstein Years
One familiar face will be missing from the crowd at this year's DMA conference in Chicago. Deb Goldstein, president of IDG List Services, retired earlier...
Start Out Small
The way to get the best of both worlds secure, functional transactional and personalized marketing documents is to collaborate. Internal projects need...
LEASHING SOCIAL MEDIA
Nonprofits that want to mark their territory online next year need to learn to let go of the leash, says Jo Sullivan, senior vice president for development...
Small Wonders
Nearly a third of U.S. small businesses project their e-commerce sales to increase over the next 12 to 24 months, notes a recent study by the Small Business Research Board....
Where Do DMers Draw the Line?
Direct marketers are always looking for that next great lead-generation tactic that will be a something that will be absolutely irresistible to a prospective...
THE CONVERSATION MATURES
High-tech marketing is all grown up. From a marketing perspective, this means companies like Cisco have to be everywhere for their customers....
Lesson Plan
“Lessons Learned” is a new series of books from Harvard Business School Press that showcases personal essays from academics, senior executives and thought leaders....
Artistry Trumps Clarity
I've said it before. It's time to say it again. Arise, ye oppressed copywriters of the world! Storm down the hallway to the art department! Hammer on the doors! Demand readable display of the copy you worked so hard on! Wait, I've got it wrong. That was yesterday. Big ad agencies don't have art departments to turn copy into ads anymore....
LABELING GROWTH
If you want to put a label on DYMO's marketing goals for 2008, try personalization. And understanding shopping patterns....
Now That's a Good Idea!
What do you hope to bring home from DMA07 this month? For my money, the best souvenir would be a few good ideas. I don't necessarily mean things that...
Letters to the Editor
DYSON MAKEOVER I'm amazed Tom Collins' piece on the Dyson Stowaway ad (The Makeover Maven, August) was actually published. I fear he may have damaged...
SoWhatcha Got?
In direct marketing, an offer is an incentive that motivates consumers to do something they hadn't planned on before they viewed our television spots, visited our Web site, read our print ads, got our electronic or postal mail or heard our radio commercials. Naturally, we want it to be an incentive that can't be refused....
Money Talks
Marketers may give lip service to return on investment, but one thing is clear: They don't want to wait for it. And many believe it can't be measured....
Watch This
Your watch tells you the time. It may even tell you the date. But does it inspire you? Clinical psychologist Brenda Ellner advised patients to write down...
An Anticipated Wreck
Drivers who slow and gawk at accidents will understand my instinct regarding the National Do Not Call Registry. I've got a pretty good idea there's an impending pileup, and I've staked out a vantage point, packed some sandwiches and potato salad, and am waiting for the show to start....
Targeting the Green
New research is helping Ogden Publications Inc. better target “green” consumers....
WORKER'S PARADISE
Tony Hsieh, CEO of online shoe merchant Zappos.com, asks each employee to write a 100- to 500-word description of the company's culture every year for...
Beauty Pageant
Fred Segal Beauty's latest online promotion urged consumers to go beyond skin deep. In conjunction with marketing platform Brickfish, the spa and cosmetics marketer held a “beauty lottery,” offering participants the chance to win a $1,000 shopping spree on FredSegalBeauty.com....
The High Cost of Free Analysis
n a clear case of “You get what you pay for,” companies that use free Web analytics programs are less likely to rely on staff members for number crunching. As a result, many such firms don't gain the information they need from these efforts, according to a study of analysis tool users....
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