Strategies and Solutions for Profitable Direct Marketing
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February 2010 From Target Marketing
A pounding beat communicates urgency. Avatars explain After Inc.'s problems. Those watching the trailer for IBM's business process management game learn they alone can provide the solutions that will save this mythical company.
2 Direct Marketing Myths to Shed, Today
January 20, 2010 From Tipline
In a recent white paper from IBM SPSS Direct Marketing, Explode Six Direct Marketing Myths, the authors discuss how direct marketing is much more than an art—it's also a science that requires analytics in order to be truly effective.
January 20, 2010 From Tipline
In a recent white paper from IBM SPSS Direct Marketing, Explode Six Direct Marketing Myths, the authors discuss how direct marketing is much more than an art—it's also a science that requires analytics in order to be truly effective.
October 2009 From Target Marketing
The term "transpromo" is getting out of hand. Depending on who you talk to, it could have many different meanings. By original definition, transpromo is the concept of placing relevant and personalized promotions or advertisements on must-read documents, such as bills or statements.
B-to-B : You Gotta Score to Win
September 2009 From Target Marketing
"Why can't I get more qualified leads?" the sales manager pleads. "You give us inquiries, but we don't know what they want, when they want it or if they are budgeted. It would help to know if they are qualified to buy." He continues, "You send them a package of literature, and marketing doesn't reach out to them again. How about giving us more qualified leads and skip the raw inquiries?"
September 2009 From Target Marketing
"Why can't I get more qualified leads?" the sales manager pleads. "You give us inquiries, but we don't know what they want, when they want it or if they are budgeted. It would help to know if they are qualified to buy." He continues, "You send them a package of literature, and marketing doesn't reach out to them again. How about giving us more qualified leads and skip the raw inquiries?"
3 Key Questions to Ask About Your Green Practices
June 17, 2009 From Tipline
In an ideal direct marketing world, all actions and initiatives that are taken on behalf of the environment by an organization are not only genuine and effective, but also recognized by prospects and customers. Of course, in an ideal world, there wouldn't have been such environmental degradation wrought by modern society and business in the first place and, thus, such a dire need for these corporate social responsibility (CSR) initiatives today.
June 17, 2009 From Tipline
In an ideal direct marketing world, all actions and initiatives that are taken on behalf of the environment by an organization are not only genuine and effective, but also recognized by prospects and customers. Of course, in an ideal world, there wouldn't have been such environmental degradation wrought by modern society and business in the first place and, thus, such a dire need for these corporate social responsibility (CSR) initiatives today.
October 2008 From Target Marketing
The industry almost lost one of its brightest direct marketers to the field of journalism. A recession redirected IBM's Pamela A. Evans into communications and marketing—the launchpad for a dynamic career that has brought her to the forefront of the industry's current evolution.
August 2008 From Target Marketing
How important is the offer in B-to-B marketing?Answer: Very. I have seen numerous tests in which a simple change of offer has increased the response rate by 25 percent to 900 percent-dramatically improving return on marketing dollars. The best of these B-to-B offers share six common characteristics, and to lift your response rates, your offers should, too.
A Four-Day Work Week?
June 2008 From Denny Hatch's Business Common Sense
The idea that Microsoft, Intel, Google and IBM have banded together to figure out how to deal with the information overload they made—the glut of e-mail, instant messaging and cell phoning that we’re all drowning
June 2008 From Denny Hatch's Business Common Sense
The idea that Microsoft, Intel, Google and IBM have banded together to figure out how to deal with the information overload they made—the glut of e-mail, instant messaging and cell phoning that we’re all drowning
June 2008 From Target Marketing
The marketing challenge all companies face can be divided into two parts: customer acquisition and marketing to existing customers. Today, search engine marketing is the dominant methodology for customer acquisition, and Google is the preferred vehicle. The equally important task of existing customer marketing has a growing consensus around a set of best practices called mathematical marketing (MM). MM is the scientific process of marketing to existing customers based on a scientific understanding of how past customer behavior predicts future purchases. Key elements of the process include behavioral tracking, predictive analytics, behavioral targeting, testing, what-if analysis and results measurement. For comparison, the typical elements
March 2008 From Denny Hatch's Business Common Sense
Last week I did a column on the simultaneous bankruptcies of two famous catalogs—Lillian Vernon and The Sharper Image—and received a long comment from Michael Muoio, president and CEO of Lillian Vernon. (See the image below.) His comment ran beyond 1,500 characters, and I quickly e-mailed him with effusive thanks for taking the time to write and to ask him to either cut it or finish it so I could run it as two entries with “continued” on the first one. Muoio e-mailed me back and said, “Wanna do a phone call?” I e-mailed him back and said sure, and that I would write
