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April 2010 Issue

Target Marketing April 2010 cover
B-to-B Insights : Follow the Formula to the C
I confess: I love copywriting formulas! Why? For two reasons. First, the best formulas are simple, easy to remember and rapidly mastered. Knowing them can enable you to create copy that's twice as effective—in half the time. Second, the reason...
Brand Matters : Brand Bravura
I've always had a penchant for independent thinkers and doers. I learn from them. I support them, and I try to emulate them. And I encourage my clients to do the same. Whether you are a real estate agent, a...
Editor’s Notes : A Star Is Streamed
After month-over-month growth in the number of videos viewed online, the tally took a tumble this past January. TechCrunch's Jason Kincaid reported that overall views dropped 2.5 percent, according to research firm comScore's calculations. And yet this still means that...
Nuts & Bolts - Case Study : MyLLCAgreement.com Reaches Da Top
While Da Coach's endorsement of MyLLCAgreement.com helped in other respects, it had no bearing on what keywords the site's owner wanted to optimize. A month before taking on former NFL coach Mike Ditka as the site's spokesperson, MyLLCAgreement.com President Adam...
Nuts & Bolts - Direct Mail : Sweetening 2009 Offers With Premiums
Companies that didn't want to erode brand value with heavy discounting last year still had to sweeten the deal somehow to court money-conscious prospects and customers. Enter the premium, which ranged from low-cost goodies such as clocks and tote/duffel bags...
Nuts & Bolts - Tech Talk : Social Media, E-mail and Marketing Automation
Social Media: The musical overlay of carefree whistling on Toronto-based Syncapse Corp. 's product demonstration video makes deploying and monitoring social network presences sound easy....
E-commerce Link : Time for a Tuneup
Is your e-mail design working hard enough for you? There are many elements that go into any e-mail template: the pre-header, the header, setting the appropriate width, deciding on the number of columns, calls to action and more. All of...
Cover Story : E-mail’s Video Renaissance
Sipping Chianti and dreaming of a vacation while tapping away on the computer at home, the wistful may seek images of that idyllic Italian wine region. Seconds later, the heart warms at finding Ca di Pesa, a vacation villa in...
Database : Grow Your Customers
Life event-driven marketing (EDM) can be a useful tool in unearthing new opportunities to find or serve customers. Very different from an RFM-driven, transaction-based approach, EDM seeks to find changes in prospect and customer circumstances that signal a break from...
Famous Last Words : Exclusivity, Yesss!
Recently, I saw a photograph of a polar bear floating on a lonely hunk of ice in the Arctic, and the accompanying story told how these exquisite creatures will be doomed, victims of global warming. Sad....