Strategies and Solutions for Profitable Direct Marketing
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March 2010 From Target Marketing
While 94 percent of surveyed marketers agree that personalized marketing would result in better performance, only 16 percent of best-in-class companies actually execute one-to-one direct marketing campaigns, according to Aberdeen Group. A fundamental reason for the low rate of implementation is the lack of data quality disciplines and the limited personal attributes on file to support personalized marketing communications.
January 14, 2010 From Advertising Age
In what is believed to be a first for the health insurance industry, Blue Shield of California has launched an online ratings and review program that enables members to provide feedback on their BlueShield health plans. The program was implemented by Bazaarvoice, an Austin, Texas-based company that helps businesses analyze online customer conversations, and is similar to those on websites such as Yelp and Amazon.
December 2009 From Target Marketing
I have a sign above my desk that cannot be argued with: "A year from now you may wish you had started today." Author Karen Lamb's advice gently nudges me toward action steps no matter the size of my goal, nor the type, personal or professional. It is advice I share with my clients, as well.
December 2009 From Target Marketing
Is your digital marketing budget perceived as an expense rather than an investment in generating revenue? Are you perceived by chief executives as a money spender or a money maker? In spite of honest efforts, most marketing departments remain ill-equipped to create financial accountability or support enterprisewide goals using digital marketing.
November 24, 2009 From Denny Hatch's Business Common Sense
Under normal circumstances, a letter announcing that Amazon.com is trashing its BookSurge self-publishing imprint and renaming it CreateSpace would be a big ho-hum. But I just signed a deal with BookSurge to publish “A Treasury of Takeaways,” goodies from the past five years of this e-zine. On the surface, everything about BookSurge seemed wonderful, right down to the splendid logo—an open book that looked like a soaring bird in flight. Alas, Amazon’s Jeff Bezos—the Web marketing genius who created the world’s greatest distribution and marketing system for books—is a lousy talent picker. He turned his publishing arm over to amateurs. Every person in business should study this transition gone sour, make a note of the broken rules and avoid making the same mistakes.
HubSpot Authors Create Book Grader to Track Success of Inbound Marketing Book
November 9, 2009 From News
HubSpot, Inc. announces the creation of Book Grader, a free diagnostic tool for authors to track and improve the marketing of their books online. The tool was developed by HubSpot co-founder and CTO Dharmesh Shah to track the success of the Inbound Marketing book. The book, co-authored by Shah and HubSpot CEO and founder Brian Halligan, was released on October 19, 2009 by Wiley and serves as a how-to guide to inbound marketing for businesses.
November 9, 2009 From News
HubSpot, Inc. announces the creation of Book Grader, a free diagnostic tool for authors to track and improve the marketing of their books online. The tool was developed by HubSpot co-founder and CTO Dharmesh Shah to track the success of the Inbound Marketing book. The book, co-authored by Shah and HubSpot CEO and founder Brian Halligan, was released on October 19, 2009 by Wiley and serves as a how-to guide to inbound marketing for businesses.
Fulfillment : ’Net Control
October 2009 From Target Marketing
In today's economy, marketers are looking for ways to get information faster, streamline existing processes and, most of all, reduce operational costs. One area marketers should review is the marketing execution process—specifically, e-stores or sales portals where partners, the sales force or retail stores are able to order fulfillment/marketing materials, POS/POP, samples and other sales support tools. Having a single centralized e-store can drive communication between corporate and the field, reduce operating expenses, improve total program visibility, and deliver focus to your marketing execution and fulfillment strategy.
October 2009 From Target Marketing
In today's economy, marketers are looking for ways to get information faster, streamline existing processes and, most of all, reduce operational costs. One area marketers should review is the marketing execution process—specifically, e-stores or sales portals where partners, the sales force or retail stores are able to order fulfillment/marketing materials, POS/POP, samples and other sales support tools. Having a single centralized e-store can drive communication between corporate and the field, reduce operating expenses, improve total program visibility, and deliver focus to your marketing execution and fulfillment strategy.
September 2009 From Target Marketing
It doesn't matter what the economic climate is; it's always important to reassure those doing business with you. Customers need to be reassured the company they know and love hasn't and won't be going out of business, while prospects—always the skeptics—need to be convinced about your stability, reliability and commitment to quality before they'll do business with you.
Kindle: The Greatest Publishing Business Model Since Gutenberg
June 18, 2009 From Denny Hatch's Business Common Sense
In the final week of May 2009, BookExpo America—the vast annual book publishing conference—took place at the Javits Convention Center on the West Side of Manhattan. According to the MediaBistro blog GalleyCat, a panel featured 56-year-old editor Tina Brown (Tatler [U.K.], The New Yorker, Talk, Vanity Fair and currently TheDailyBeast.com) railing against Amazon.com for its lowball pricing of books for the magical new e-reading machine, Kindle."$9.99 is a paltry, pitiful sum," Brown proclaimed. Brown is a great editor, but she doesn't know squat about book publishing or business models.
June 18, 2009 From Denny Hatch's Business Common Sense
In the final week of May 2009, BookExpo America—the vast annual book publishing conference—took place at the Javits Convention Center on the West Side of Manhattan. According to the MediaBistro blog GalleyCat, a panel featured 56-year-old editor Tina Brown (Tatler [U.K.], The New Yorker, Talk, Vanity Fair and currently TheDailyBeast.com) railing against Amazon.com for its lowball pricing of books for the magical new e-reading machine, Kindle."$9.99 is a paltry, pitiful sum," Brown proclaimed. Brown is a great editor, but she doesn't know squat about book publishing or business models.
Editor's Notes : Is That You, John Mackey?
June 2009 From Target Marketing
Two summers ago, Whole Foods CEO John Mackey was exposed for using a pseudonym to post negative comments about rival organic grocer Wild Oats on Yahoo Finance. At the same time, he was gushing about both his business leadership skills and his company’s value. What some chalked up to a bizarre display of self-aggrandizement, others pegged as unethical and possibly illegal behavior given that Whole Foods went on to purchase Wild Oats. The most important of those “others” is the Federal Trade Commission, which now is reviewing its advertising guidelines that relate to endorsements and testimonials.
June 2009 From Target Marketing
Two summers ago, Whole Foods CEO John Mackey was exposed for using a pseudonym to post negative comments about rival organic grocer Wild Oats on Yahoo Finance. At the same time, he was gushing about both his business leadership skills and his company’s value. What some chalked up to a bizarre display of self-aggrandizement, others pegged as unethical and possibly illegal behavior given that Whole Foods went on to purchase Wild Oats. The most important of those “others” is the Federal Trade Commission, which now is reviewing its advertising guidelines that relate to endorsements and testimonials.
