Blogs

Note to Airlines: Don’t Follow the Cable Companies’ Lead

There’s no disputing that 2017 has gotten off to a tough start for the airlines.

Content Marketing After the Sale

If your content marketing is aimed only at prospects and leads, you’re missing an important marketing opportunity.

What You Need to Know About USPS Informed Delivery

The USPS has rolled out a new tracking feature called Informed Delivery. And it has big implications for the mailstream.

Other Staff Bloggers
Marketing Strategy

There’s no disputing that 2017 has gotten off to a tough start for the airlines.

The USPS has rolled out a new tracking feature called Informed Delivery. And it has big implications for the mailstream.

I find myself pondering all of the things I’ve learned in my career about what’s smart, and what’s not so smart about marketing today.

Content Marketing

If your content marketing is aimed only at prospects and leads, you’re missing an important marketing opportunity.

How does a marketer who sells a utilitarian, boring product breakthrough in a multi-million dollar category? Sex.

Content marketing is a balancing act between your desire to create relationships and their desire to get info as quickly as possible.

Direct Mail, Print & Postal

Many marketers have forgotten the gift of direct mail and what it can do to their ROI. Are you one of them?

Is your direct mail telling a story right now? It should be! Why, you ask? Well people respond to and remember stories.

Magnets give shelf life to the printed piece. Here are just a few of the many good magnets appearing in some of the mail I’ve curated.

Online Marketing

A flurry of announcements and acquisitions have signaled the next stage in Amazon’s plan for world domination.

One of my Brazilian colleagues, Roberto Silva (not his real name), was a frequent traveler to the U.S. on business and for pleasure.

Is any topic more unlikely to draw an audience than dermatology? Ask Dr. Pimple Popper, the doctor with 2.5 million YouTube followers.

B-to-C

First off, I’m a fan of Amazon. I can order everything from cat litter to sequined gowns, from dried blueberries to hard drives.

During a recent visit to New York City, I passed through Grand Central Station. There, I saw a hotbed of shopping activity.

Mother’s Day was this past Sunday, and a number of marketers jumped into the mix. Let’s look at three of them: Skittles, Kraft and KFC.

B-to-B

Some marketers may still be missing out on some of today’s best practices in reactivation marketing.

Mr. Niwayama was kind enough to share his thoughts on where B-to-B marketing in Japan is headed, and why account-based marketing (ABM)

Our discipline is blessed with a lot of talent and plenty of new ideas. This year’s list represents just some of the fascinating people

Branding, Agency & Creative

So what do you get for the dad who has everything? This year I went through my email inbox for some inspiration.

How do you flick on that creative switch when you’re focused on 483 non-creative, deadline-centric tasks per day?

Some direct mail techniques have been around for decades. Here are four tried-and-true tactics and why they still drive response.

Data

You get to hear “actionable insights” whenever analytics or roles of data scientists are discussed. It may reach the level of a

You know what can really suck? When a piece of marketing is spot on … until it isn’t.

If you’ve ever tried to improve your direct marketing response rates, you’ve probably considered the use of a predictive model.

Search

What do Siri, food pictures and fake news have in common? All three are heavily influencing SEO strategy near the midpoint of 2017.

Link spam is like the proverbial crabgrass in the digital lawn. It requires continuous attention to keep it from taking over.

Simply put, the mobile-first index is a reversal of how Google indexes websites. Rather than crawl desktop pages, Google will …

Email

If you’re trying to start conversations by emailing, InMailing, cold calling or stalking buyers, here’s what you need to know.

Memorial Day means different things to different people, but the email marketing I haven’t been seeing in my inbox bothers me a little.

Develop a communications method to start conversations exploiting all tools: email, phone/voicemail, LinkedIn and direct mail.

Measurement & Metrics

Find out how to use UTM codes to more effectively measure Custom Campaigns in Google Analytics.

Why does attribution matter in content marketing? Money, that’s why.

Reading first-quarter reports from a variety of companies, not surprisingly, everything was focused on the “macro” numbers. The totals.

Marketing Automation & CRM

Last weekend, I had one of those experiences I used to avoid. Yep, I moved. But I also learned about good onboarding.

On your revenue marketing journey, if content is the fuel, and analytics is the dashboard, then data are surely the wheels and tires

So what’s your MarTech IQ? How quickly can you describe what the following acronyms stand for and do to advance your marketing programs

Mobile

When I was a kid, running away to join the circus was my dream of choice. The very idea of the smell of the sawdust and the animals,

Twenty-two percent of 18 to 24 year-old women, and 16 percent of 18 to 24 year-old men are “mobile only.”

Millennials now have buying power of between $200-600 billion and Gen Z currently has $44 billion, according to the report.

Social Media

All About Direct Marketing Virtual Conference & Expo was last week — let’s see what attendees had to say in the #AADM hashtag.

Facebook plans to upend what the Internet is, blur the lines between our offline and online lives, and basically bring The Singularity.

LinkedIn Sales Navigator is where the social selling action is. But is truly needed? Do you need it? Over time, LinkedIn has changed the rules and features of the offering to sellers.