Tweeting bankers may feel counterintuitive — it’s a short space for content in a profession known for verbosity. But it’s true —
In my humble opinion, "mindless gab" is the perfect descriptor for social media, an activity of which I am largely not a fan, though a sometime participant. Now I am gratified to find new research supporting my point that social media marketing 1) has a very low return on time invested (ROTI) and 2) is therefore, to a large extent, mindless gab. Let's look at some studies:
Who still sends direct mail? Many of the most successful companies in the U.S. In fact, nine of the top 10 on this year's Top 50 Mailers list are also on the Fortune 500 (including GEICO, which is a part of Berkshire Hathaway), and the one that isn't happens to be one of the world's largest nonprofit clubs (AAA). Once again, Target Marketing has teamed with Who's Mailing What! (WMW!) and its impressive library of current direct mail to track the top mailers of the past year.
The paper avalanche begins at my home in South Jersey. It's January, and along with the cold, snow and wind—plus post-holiday bills—comes the inevitable volume of bank credit card offers. Hooray! Yesterday's mail represented the normal credit card promotional mini-avalanche: five offers—two from national banks, and three from major regionals. In reviewing the promotions, they are pretty typical, pretty similar in positioning and messaging, and all pretty much hit several of the following, non-personalized, push offer components:
When I was seriously freelancing, people would ask me what I did for a living. I said, "I write junk mail." Frequently they would wrinkle their noses and look down them with contempt. "We hate junk mail." It was with great pleasure I would say, "What's more, at one point in my life I was the world's foremost authority on junk mail." And I would think, "So shove that up your wrinkled nose."
In my years as a customer service consultant, I’ve yet to hear a customer blurt out anything that sounds like this: “I just love that gorgeous blue Citibank ATM at Prospect and 8th. I’d follow it anywhere–if that machine ever pulls up roots and moves across town, I’m going with it.” Of course not. Loyalty to an ATM, no matter how efficient the machine may be, is a ludicrous concept. I’d be the first to agree that customers do want efficient, ATM-like advances ... The problem is if you end up with your priorities screwed on backwards
With the help of Who's Mailing What! (WMW), we decided to take a closer look at the top 10 out of the Top 50 Mailers of 2013, which makes up Target Marketing's annual September cover story. In particular, one standout mailing campaign from each (although that's a challenge with catalogs, but we did our best!).
Welcome to the brand new list of Target Marketing's Top 50 Mailers. For the first time, we are relying exclusively on data from our partner Who's Mailing What! in compiling this list, as well as the other lists in this article, combined with list management information provided by SRDS. Who's Mailing What! has compiled the most complete library of direct mail and email in the world, and has tracked mail for more than 25 years. Earlier this year, it relaunched on a state-of-the-art, fully searchable platform.
Native advertising is the latest buzzword. Even venerable publishers such as The New York Times, The Atlantic and Forbes, are trying it out. Is the trend bound to fade, or is it here to stay? Despite some shoddy applications, it's here to stay.