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Marketing During Disasters: What’s in Your Digital 'Go Kit'?

February 12, 2013
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Every year at this time, marketers sit down to plan out their annual initiatives—launches, campaigns, events. But one category is noticeably missing from most lists—marketing’s crisis response plan. There is a lesson to be learned from the massive business disruptions caused by natural disasters like Superstorm Sandy. Most B-to-B organizations have a business continuity plan that lays out how IT operations and business functions are brought back on line after an outage ... unfortunately, marketing, and its ability to reach customers, is usually an afterthought...

 

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We worked closely with ALC to compile and research the 2012 list of Top 50 Mailers, and that included the opportunity to speak with Susan Rappaport, owner, president and CEO of ALC. Here's what she had to say about the trends and events that shaped direct mail over the past 12 months: "Well, we've got an economic situation that's unprecedented ... They're not technically calling it a recession anymore, but we don't have an economic recovery right now. We've also got an election cycle. The presidential election only happens every four years, and that's got a lot of activity in the marketplace from mailers and in the spending levels.
 

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A guide to delivering a better user experience through A/B testing: Offers best practices and lessons learned from over 100,000 experiments run by over 2,000 Optimizely customersDetails a roadmap for how to use A/B testing to personalize your customer's web experience and a practical guide to start A/B testing todayAuthors Dan Siroker and Pete Koomen are cofounders of Optimizely.com, an user-friendly testing system that more than 2,000 organizations use A/B Testing: The Most Powerful Way to Turn Clicks Into Customers

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