It seems easy enough to answer the question: How to know if a marketing campaign measures up? But managing client expectations (whether they're internal or external) is sometimes more fuzzy
It's nearly graduation time with a new legion of graduates about to enter the marketplace. In my previous post, I noted how many are seeking careers in data, and we're glad to have them in the marketing field. We need them by the thousands.
Last month, the U.S. Department of Commerce issued a report titled "The Importance of Data Occupations in the U.S. Economy." It's a fascinating read. The report found that data plays a central role in 7.8 percent of all employment (That's 10.3 million jobs)—and more than 50 percent of all jobs involve working with data as a central component of the position
The currency of nearly all marketing today is data. Ten years ago, we might have said much the same of digital marketing, and all the email, display, social, search, and mobile that's came forward from it.
When I first joined the Direct Marketing Association public relations team in 1988, Stuart Elliott had just left Advertising Age to join USA Today, covering the ad business there. Then in 1991, he took over the ad column, and the advertising business beat, at The New York Times. In December 2014, after 23-plus years, he chose to depart the Gray Lady
Recently I accepted a full-time position with one of my clients, the Digital Advertising Alliance, which makes me particularly happy to have benefits again, but I sure will miss my daily freedoms from the past six years. Since I updated my LinkedIn profile, a plethora of people I do not know have reached out to me asking for LinkedIn invite acceptances—but not stating anything specific or particular in their request of me
Happy President's Day, and a warm welcome to the new USPS Postmaster General and Chief Executive Officer Megan Brennan. In a recent letter to USPS employees, upon her term of service beginning February 1, Brennan shared these statements, which I thought would be noteworthy enough to share here.
When the cost of oil and gas plummets, that's when states—looking for revenue—make a move to raise taxes on gasoline, in hope voters will hardly notice. Of course, when the price of gasoline inevitably increases months or years later, that tax on gasoline becomes painfully obvious and more pronounced: Small cars get driven, while the big guzzlers stay in the garage or showroom. Conservation rules the day.
When I look at the world of advertising, by way of my career path through the Direct Marketing Association and Harte Hanks and now with the Digital Advertising Alliance—I confess I've been a "direct response" snob by training. (As a PR guy, I tend to enjoy Kool-Aid.)
What kind of world have we become? To see Sony, theater owners and distributors initially cower over release of "The Interview," in the face of a cyberterrorist threat was—and is—unnerving. Clearly, businesses feared that Sony's victimhood would be exported to others. Yes, the movie eventually was released online and in limited theaters, but the initial fear expressed was disconcerting, to say the least.
Direct marketers have long had a love affair with data-driven media buying. In the world of direct mail, for example, list rentals and exchanges are filled with data cards (once print, now electronic) rich with audience measurements—the very attributes marketers need to intelligently target their offers to would-be buyers.
We are amid the Holiday 2014 mailing season, based on my home address catalog count of 33 so far (since Nov. 1). In the batch, I have just one duplicate, a J. Peterman catalog that I don't mind receiving twice since the copywriting is so entertaining—so I keep one at home, and take one for the road.
Sustainability in business is often referred to as "the triple bottom line"—financial, environmental and social. This past week, I had the opportunity to see firsthand how we—as marketers—address social sustainability, specifically our fostering of human resources and marketing talent. It is a critical need
The last time the Direct Marketing Association held its annual conference in San Diego, it was 2009, we were all amid The Great Recession, and having been recently thrown out of a job, money was just too tight to attend on my own. Since then, marketing has changed—a lot—and the U.S. economy overall is in better shape than it was. Folks, looking back, we avoided a Depression
With little fanfare, the Direct Marketing Association just published a "refresh" of its "Green 15" sustainable marketing practices first announced in 2007, via the good work of the sustainability team from the DMA Ethics Policy Committee.
I am convinced that the ubiquity of and access to knowledge—largely digital and increasingly mobile—that I have come to depend upon today is rewiring my brain. What I used to commit to memory, I increasingly assign to libraries on my computer and in the cloud. Am I being lazy, or old, or am I equipping myself to a new age of information—and analysis-on-command?
The last season of "Mad Men" is approaching, but let's not be so fast to bury the ad agency with it. Media outlets are reading trends and are raising questions. The Economist has a special report on digital disruption in the advertising supply chain, and is quite taken by how "Big Digital's"
The "dog days" of summer are about to end, so I'd better wrap up my summer reading fast. Of course, my summer reading list really is my only opportunity to delve into those volumes of research that have been accumulating, that I've been meaning to get to, that I really should be on top of