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Elections Hammer Direct Marketing Firms

September 18, 2012
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With the November elections fast approaching, it’s going take a very strategic production manager to navigate through these next two months of email and direct mail implementation “hell.” It’s going to be hell because of an already strained concentration of digital, printing and mailing suppliers, pushing through an already strained U.S. Postal system, which will be competing against an already strained and frantic group of political campaigns, committees and union suppliers ... Printers, mailers and digital firms have their steady, institutional clients, but are met early in the summer with a crush of newbies...

 

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Big companies have ramped up their mailing in 2012. JPMorgan Chase & Co., Sprint/Nextel, Dish Network and Discover Financial Services are all on the list after none of them appeared in 2011 or 2010. In fact, according to our data JPMorgan Chase hasn't mailed this heavily in five years—since 2007 when the company reported a mere $99.9 billion in revenue.
 
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Nanotargeting: How Big Data Is Used on the Campaign Trail
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Political campaigns have a long history of borrowing tools and practices from marketers (and vice versa). But as election season really heats up this fall, politicians will be using a new technique born out of "big data" analysis: Nanotargeting.
 

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