Strategies and Solutions for Profitable Direct Marketing
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3 Facts About Hotline Names
February 24, 2010 From Tipline
For decades, marketers have shaped their direct mail programs around the knowledge that the most recent customer or lead names to come onto a file, called a hotline, are the most responsive to be had in the marketplace. But now that we're marketing in the Internet age, with access to hotline segments on e-mail lists as well, has this select lost any of its luster?
February 24, 2010 From Tipline
For decades, marketers have shaped their direct mail programs around the knowledge that the most recent customer or lead names to come onto a file, called a hotline, are the most responsive to be had in the marketplace. But now that we're marketing in the Internet age, with access to hotline segments on e-mail lists as well, has this select lost any of its luster?
The Rise of Social Marketing 'Freeconomics'
June 3, 2009 From Tipline
"In America, you have the watches but no time. In Nairobi, we have the time but no watches." That's a familiar quote I heard recently from "Evans," an international student from Kenya who is currently enrolled at the Tuck School of Business at Dartmouth University. He got me thinking about the economics of marketing in the U.S. and how the proliferation of social networks has influenced media consumption and business user engagement. Although it is rarely thought of in this context, the rise of social marketing is rooted in basic economic principles. When the price is "zero," the laws of supply and demand often are ignored, but they still are relevant.
June 3, 2009 From Tipline
"In America, you have the watches but no time. In Nairobi, we have the time but no watches." That's a familiar quote I heard recently from "Evans," an international student from Kenya who is currently enrolled at the Tuck School of Business at Dartmouth University. He got me thinking about the economics of marketing in the U.S. and how the proliferation of social networks has influenced media consumption and business user engagement. Although it is rarely thought of in this context, the rise of social marketing is rooted in basic economic principles. When the price is "zero," the laws of supply and demand often are ignored, but they still are relevant.
Economic Impact on List Rental Supply vs. Web 2.0 Insights
April 29, 2009 From Tipline
Given the consideration that revenues from list rental may offset losses from other areas on a direct marketer’s income statement, would a slowed economy in 2009 bring more new lists to market? Many would like to think so, but the hypothesis needs to be tested and getting to the answer is not that simple.
April 29, 2009 From Tipline
Given the consideration that revenues from list rental may offset losses from other areas on a direct marketer’s income statement, would a slowed economy in 2009 bring more new lists to market? Many would like to think so, but the hypothesis needs to be tested and getting to the answer is not that simple.
The Rise of Direct Marketing Freeconomics
July 2008 From Target Marketing
Direct marketers are finding out that when it comes to business intelligence, you may actually get more from what you don’t pay for. As risk tolerance changes with the economy, so does the level of financial accountability. Pencil sharpeners battle with creative minds over the beta for ROI calculations, while marketing budgets often take the biggest hit—a financial compromise that’s far from optimal. Many direct marketers are left to find answers in the public domain, leading to the rise of “direct marketing freeconomics.” The supply of online information has increased exponentially since the turn of the millennium—and demand has certainly kept its pace, as
July 2008 From Target Marketing
Direct marketers are finding out that when it comes to business intelligence, you may actually get more from what you don’t pay for. As risk tolerance changes with the economy, so does the level of financial accountability. Pencil sharpeners battle with creative minds over the beta for ROI calculations, while marketing budgets often take the biggest hit—a financial compromise that’s far from optimal. Many direct marketers are left to find answers in the public domain, leading to the rise of “direct marketing freeconomics.” The supply of online information has increased exponentially since the turn of the millennium—and demand has certainly kept its pace, as
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