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August 2009 Issue

Target Marketing August 2009
Editor's Notes : Short Leash for Behavioral Targeting
The Federal Trade Commission has been firing warning shots across the bow of marketers’ behavioral targeting practices for the past year. The most frank signs of the agency’s intention to compel stringent self-regulation have come from its release earlier this...
Nuts & Bolts - Case Study : Bills, (Paper) Bills, Go Away
In a way, Progress Energy’s recent push to turn its energy customers on to electronic billing affirmed the power company’s message that its product—electricity—can be environmentally friendly and economical to use....
Nuts & Bolts - Tech Talk : B-to-B Data Capture
CardScan —which invented card scanners for Mac and Windows and is part of the office technology products group of Atlanta-based Newell Rubbermaid— enhanced its Mac offering with CardScan Executive for Mac 1.5 software. Those who purchased CardScan Executive for...
B-to-B Insights : Writing for the Web
It’s ironic: Search engine optimization/search engine marketing consultants are springing up all over the place, like dandelions in spring. Yet none of them seem to agree much on the best practices, methods and standards for optimizing Web sites....
E-commerce Link : Get Personal
In today’s economy, acquiring highly qualified customers while increasing the amount of products and services they purchase is of critical importance. By making small, manageable improvements, online merchants can increase the lifetime value of each customer, drive repeat purchases and...
Brand Matters : Clean Sweep
It’s fair to say we all have a place either in our homes or offices that we hope others won’t see. Whether it’s a crammed closet, junk drawer, three-car garage with no cars in it, musty attic boxes or sagging...
Cover Story : A Healthy Relationship
As Dr. Gregory House’s baby blues stare into the distance, presumably because his boss has just dashed his delusion that they’ve had sex, he finally sees the same reality as those watching the season finale of “House” on Fox—he needs...
E-mail : Northern Exposure
While Canada has introduced some of North America’s most stringent privacy legislation, the absence of a law equivalent to CAN-SPAM has led marketers to view Canada as a virtual wild west—an untamed territory where any e-mail marketing practice is acceptable....
Famous Last Words : Direct Mail Redux?
For more than 35 years, my wife, Peggy, and I have been saving our direct mail for inclusion in the giant Who’s Mailing What! Archive of samples in more than 200 categories—consumer, business and nonprofit....