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December 2011 Issue

Target Marketing December 2011 cover
Editor’s Notes : 4 Turning Points of 2011
The first year of the new decade brought more change for marketers than any since the early days of the Internet. The USPS may default, the Internet is moving to mobile devices—which marketers never entirely figured out how to leverage...
Nuts & Bolts - Case Study : Prospecting for Gold with Content
Sifting through mud—also known as endless consumer data streams—isn't how ADT does business. Instead, the Boca Raton, Fla.-based company synonymous with security systems prefers to make sure it finds the gold nugget prospects in the stream—the hot leads who are...
Nuts & Bolts - DRTV : 5 Tips for a Great Infomercial
Infomercials can be used to market everything from selling products and services to fundraising. But what does it take to produce a good one? Ron Perlstein, executive producer and media director at Boca Raton, Fla.-based direct response and infomercial marketing...
E-commerce Link : Back to Basic Training
Forget about 2012 predictions. I've got something more important to tell you. The facts are in: We're nearly five years into the "social media revolution" and most of us are agonizing, not revolutionizing. The global economy and financial markets are...
Brand Matters : Pass ‘The Mayo Effect’
I cannot stop talking about our family's recent experience at the Mayo Clinic in Rochester, Minn. For a person who makes her living by helping companies with their brands, that is a very good thing. Creating word-of-mouth "buzz worthiness" through...
Web : The Grocery Store Approach
Marketers are familiar with the cringe-worthy studies that show anywhere from 50 percent to 90 percent of Web forms being abandoned by users. But what is lacking from those percentages is context: What was being asked in those forms and...
CRM : Tools of the Trade
Consumers now seek content and advice on their own, mirroring traditional long-cycle B-to-B decision experiences. B-to-C marketers could learn a lot about how to nurture those leads—as well as create valuable content and word-of-mouth—from their B-to-B counterparts....
Famous Last Words : Direct Mail Adds Up
For someone whose DNA is hard-wired to respect the discipline—and above all the arithmetic—of traditional advertising, I face my Yahoo inbox with dread. I love my postman. Happily, I am not alone....
B-to-B Insights : Entering the Inbox
We hear how email is becoming obsolete and social networking is morphing into the medium of choice for online communication. But in the B-to-B community, it hasn't happened yet....
Cover Story : Pats' Pact: Fans Are Family
In early 2010, a looming National Football League lockout coincided with the New England Patriots' lowest season ticket renewal rate in a decade. But Pats owner Kraft Sports Group (KSG) of Foxborough, Mass thought analytics might solve one of those...
Nuts & Bolts - Marketer’s Bookshelf : The B-to-B Social Media Book, The Real Mad Men and The Copywriter's Toolkit
Check out the marketing titles publishing in January, February and March 2012....