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August 2007 Issue

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B-to-B Insights: Even More Summer Reading
It’s that time of year once again. It’s time to get out in the sun, have some fun and maybe do a little reading, too. Most of America, of course, will be poring over a John Grisham legal thriller or...
Nuts & Bolts: Tech Talk
Bill Pay on the Go A recent Harris Interactive survey reports that 35 percent of consumers pay bills online. Now, mobile bill pay is making online payments even easier. Cyphermint recently partnered with financial services company Fidelity Express to provide...
E-commerce Link: Taming Web Analytics
Most Web analytics programs churn out a mountain of data—some of it relevant and much of it not. The challenge marketers face is how to sift through that mountain to uncover the nuggets of information that will help guide e-commerce...
Famous Last Words: Ruminations on Branding
I was heartsick to hear American Heritage magazine is folding. I remember when it was founded back in 1954, the brainchild of three TIME alumni: James Parton, Oliver Jensen and Joseph Thorndyke. It broke all the rules. It accepted no...
Market Focus: IT Managers
Information technology (IT) senior executives and managers plan, coordinate, direct research and facilitate computer-related activities. They determine both technical and business goals and make detailed plans to accomplish those goals. Oftentimes, an IT executive and his or her employees comprise...
IT Managers: Lists to Test
The following is a sample of lists available to reach this market. CIO magazine: 133,768 subscribers, including C-level executives. Price: $275/M. Call: IDG List Services, (508) 370-0865. eWeek: More than 1.1 million IT decision makers subscribe to this newsweekly. Price:...
Nuts & Bolts: CRM
Many a metaphor is used in conjunction with the hours that dictate our lives, yet one such well-known maxim—“Time is money”— takes on a much less abstract meaning when a dollar value is applied. Specifically, $1.25 a minute. That’s the...
Nuts & Bolts: 5-Minute Interview
In the struggle to access the ever-illusive e-mail inbox, Princess Cruises has implemented a solution to simplify its communication with a key target audience: travel agents. The Seattle-based cruise company recently began using Alterian’s personalized online marketing application and RSS...
Social Power
Established in 1901, the original purpose of the Jewish National Fund (JNF) was to enable the purchase of a Jewish state. Its early fundraising techniques ranged from the sale of JNF stamps and memorial trees planted in Israel to blue...
Database: The Missing Link
Does your marketing execution pursue strategy or tactics? Do you have the tools to help you pursue both to success? First you must know the difference between strategy and tactics. Strategy: the grand design, the plan for obtaining a specific...
Riding the E-mail Highway
Every e-mail marketer knows about the existence of the dreaded blocklist or blacklist. While you may not understand the criteria for being listed on or delisted from such a file—few do—you surely know your e-mail won’t be delivered if you’re...
Whitelist and Certification Resources
ISP Whitelist AOL: http://postmaster.info.aol.com/tools/whitelist_guides.html Excite: Send e-mail to e-mailadmin@cs.excite.com NetZero/Juno/United Online: www.unitedonline.net/postmaster/whitelisted.html Verizon: www2.verizon.net/micro/whitelist/?promotion_code=&variant= Yahoo! (Rogers, British Telecom): http://add.yahoo.com/fast/help/us/mail/cgi_bulkmail RSP Certification Goodmail CertifiedE-mail: www.goodmailsystems.com/ Habeas SafeList: www.habeas.com/en-US/Receivers/safelist/ Return Path Sender Score Certified: www.senderscorecertified.com...
Editor’s Notes: Just Being Social
Have you seen Geico’s latest TV commercials? They each feature a short video clip reminiscent of some of the more puerile offerings on video-sharing Web sites like YouTube and DailyMotion, such as a weird guy making equally weird facial expressions...