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October 2014

Target Marketing October 2014 cover

Advice for Future Marketers From the 2014 Direct Marketer of the Year

“I’ve spent a lot of time telling young adults that I mentor not to worry if they don’t know what they want to be,” says Dawn Zier, CEO of Nutrisystem and Target Marketing’s 2014 Direct Marketer of the Year. “It...

Cover Story : Direct Marketer of the Year: Dawn Zier

Dawn Zier is thriving in the frenzied pace of an Internet-ruled world for at least two reasons: Seemingly impossible challenges intrigue her, and she's chosen to live by her parents' words to "be the best that you can be." So...

Current Features

Marketing Automation : Too Personal

As digital marketers, we can cite countless studies that illustrate how our customers want more rele...

Content Marketing : Think Like a Publisher

Content marketing requires a total re-imagining of what “marketing” really means. With content marketing, brands are becoming publishers. But too many brands are still thinking like “brands” —with the old mindset of crafting sales pitches and assuming the audience will...

Technology : Multichannel Marketing and Your Budget

The phrase "multichannel campaigns" is one of the most common in today's marketing vernacular. To a marketer, a multichannel campaign also means dealing with key challenges: Which channels should a campaign focus on? How will they be measured? Where should...

Strategy : Direct Marketingon a Shoestring Budget

Many business owners (or mid-sized business marketers) are always aghast at the budget required to market their products/services. In direct marketing in particular, ever-rising postal costs, printing and even data management sticker shock can stop a project in its tracks....

Current Columns

5 Possibilities for Marketing in 3D

Virtual reality and 3D environments offer marketers a new world of ways to engage, connect with and delight customers. Imagine creating virtual environments that not only lets people virtually explore places, products and services, but also use social media to...

B-to-B Insights : Return to Sender

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...

E-commerce Link : How to Grow Your Email List—the Lifeline for Success

Have you measured your email list churn rate recently? You don't want a leaky bucket with more leaving than joining. Check this twice a year. A growing list of recipients provides you with boundless opportunities. Having a strong and vibrant...

Mobile First : The Future Looks 3D

The next game-changer in mobile technology has arrived. Marketers looking for the newest interactive experiences are finding it in 3D environments and 360-degree experiences. With hardware and software tools available now, and the promise of even more on the horizon,...

Current Departments

Editor's Notes : Acting on Innovation

Every month or so, we meet here in the pages of this magazine and talk about all the great things direct marketers can do with today's marketing technology. There's a lot of innovation going on....

Nuts & Bolts - Case Study : Data Drives Boardroom Revenue

Boardroom publishes newsletters and books to make its 55-year-old and older readers happier, healthier and wealthier. So it stands to reason that the Stamford, Conn.-based health publisher would want to do the same for itself....

Nuts & Bolts - Eye on Privacy : Tracking What the FTC Tracks

How closely do you track what’s happening at the Federal Trade Commission? If you’re like me, it’s sporadic. But recently, while researching a question on the FTC website, I realized I need to pay more attention. Here are four areas...

Nuts & Bolts- E-commerce : Be Everywhere, Global E-sellers

International marketers need to be in all online channels to maximize exposure to their audience, says ChannelAdvisor. In its "Multichannel E-Commerce Study" announced on Aug. 13, the Morrisville, N.C.-based SaaS e-commerce solutions provider details benchmarks for global e-tailers....

Famous Last Words : Make an Offer, Not a Threat

By 2007, the only sound coming out of Newsweek was a death rattle. A half-million subscribers were cut from the rate base; in 2008, more than 100 staffers were axed; and, in 2012, editor Tina Brown folded the print edition...