Target Marketing

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December 2009 Issue

Target Marketing December 2009 Cover
Editor's Note : Your Chocolate’s in My Peanut Butter!
While DMA09 might have been the Direct Marketing Association's most lightly attended show ever, I can report having some of the most productive meetings ever in my 17 years at this annual show. In particular, I got the chance to...
E-commerce Link : Take Action
Is your digital marketing budget perceived as an expense rather than an investment in generating revenue? Are you perceived by chief executives as a money spender or a money maker ? In spite of honest efforts, most marketing departments remain...
Brand Matters : An Optimism Retrospective
I have a sign above my desk that cannot be argued with: "A year from now you may wish you had started today." Author Karen Lamb's advice gently nudges me toward action steps no matter the size of my goal,...
B-to-B Insights : Analyze This
Here is a conversation I have at least twice a month: C lient: "I want you to write copy to generate more orders on my Web site." Bly: "What's the conversion rate of the page?" Client: "We aren't really sure."...
Nuts & Bolts - CRM : Retrofit CRM for Customer Centricity
Many companies think they already have a customer relationship management system. But what they may have is a product-centric, rather than a customer-centric, system. Meanwhile, what they already have can be retrofitted to perform to today's integrated marketing standards....
Database : Stop the Churn
The conventional direct marketing wisdom has always been that it costs seven times as much to find and convert a prospect to a customer than it costs to retain a customer you already have. That specific number might not be...
Nuts & Bolts - Mobile : Getting the Vibe of Cellular Customers
While Acxiom's recent mobile marketing study is aimed at informing wireless providers about how customers select carriers, the information from the Little Rock, Ark.-based data solutions firm also gives mobile marketers insight into consumer behavior and demographics....
Social Media : The Social Graph Breaks Free
Since the rise of online social networks, marketers have recognized the potential for highly targeted marketing presented by popular destinations like Facebook, LinkedIn and Twitter. The loyal users of these sites not only record their interests, passions and extremely accurate...
Nuts & Bolts - Case Study : Mint.com Takes a Fresh Approach
Mint.com, the site that helps people who are fanatical about tracking their money, is fanatical about tracking its marketing results. So when representatives of the Mountain View, Calif.-based online personal finance service decided it was time to enter the social...
Cover Story : Big Ideas …
It's as if marketing experts have been fooling around in the chemistry lab, mixing up potions to try to figure out what strategies will work best. And it seems as though they've discovered the future: integrated, customer- centric marketing....
Famous Last Words : Right Subject, Wrong Message
"The headline selects the reader," said direct mail guru Axel Andersson. The headline of this ad selected me. My lower back had gone out, and I was lying on the floor in pain with The New York Times — a cumbersome...