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April 2007 Issue

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B-to-B Insights: Attain Success in an Integrated World
Most marketers can recite the official chief marketing officer (CMO) mantra: “Integrate all campaigns! Speak with one voice! Deliver a brand-consistent message across all channels!” This mantra is accompanied by visions of steadily growing awareness, preference for a company’s brand,...
Market Focus: Real Estate Agents
Looking for a large market that purchases a wide variety of products and services and influences other prospective customers on a daily basis? Try real estate agents. According to Mal Dunn Associates, a list management and brokerage firm based in...
Nuts & Bolts: Buck the Learning Curve with Surveys
To keep pace with today’s consumer-driven marketplace, you have to achieve relevance with your customers. E-mail marketers are answering the call for more precisely targeted customer communication by taking the lead from their marketing-researcher counterparts and including surveys and polls...
The Road Less Traveled
Actelion Pharmaceuticals Ltd. has taken the road less traveled before. It all started when the founders of this independent biopharmaceutical company left Roche to pursue therapeutic applications for several molecules they had discovered. Pharmaceutical giant Roche had opted not to...
Nuts & Bolts: 5-Minute Interview
One year ago, dog training company Bark Busters USA, based in Colorado Springs, Colo., was running direct response radio ads as part of an integrated media campaign to generate leads for its more than 200 U.S. franchise offices spread across...
Nuts & Bolts: Better Bounce Definitions Wanted
E-mail metrics and bounce management have not kept pace with the evolution of e-mail marketing, reveals a recent report issued by the E-mail Experience Council. Based on surveys sent to 329 mailers and more than 25 e-mail service providers (ESPs),...
Nuts & Bolts: Get Eye-to-Eye on ROI
The results of two surveys on marketing measurement indicate a schism over how well companies are doing with marketing measurement. In a joint survey of 150 members of Financial Executives International, only 7 percent of senior-level financial executives stated they...
Fulfillment: Take the Greener Path
Typically, the front end of the direct marketing process garners the most attention from environmental rights and waste reduction groups, and with good reason. Americans receive roughly 4 million tons of direct mail per year, according to statistics on the...
Editor’s Notes: Real Money Talks
Valentine’s Day is a holiday meant for showing your affection to people who are important in your life. With all the “love thy customer” lip service being passed around by CEOs these days, this circle of appreciation has spread from...
Database Marketing: A 24-point Checklist
We have learned a great deal from database marketing in the last two decades. The following is a list of the 24 essential techniques used in database marketing. Anyone who works in marketing today has to be familiar with, and...
E-commerce Link: Profitable E-mail
Do you want to move the needle up a tick on your e-mail response rates? It takes time and effort, but it’s more than possible. Good e-mail marketing focuses on sending the right message to the right group of customers...