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February 2012 Issue

Target Marketing February 2012 cover
Nuts & Bolts - Marketer’s Bookshelf : Brand Real; Paid, Owned, Earned; and Mobilized Marketing
Check out the marketing titles publishing in March, April and May 2012....
Editor’s Notes : Reading Yourself
One of the best ways to gain insight into new channels like mobile is to use them yourself. Unfortunately, that's also a good way to build a strong personal bias. No matter how much research you read or advice you...
E-commerce Link : Conceptual Thinking
Concept testing—which is different from usability testing—puts two different website design treatments in front of representative users to see if one concept is perceived to be more usable or engaging than the other. Once a design is chosen and client-approved,...
B-to-B Insights : At Your Service
Products are tangible and services are intangible. Tangibles are easier to sell than intangibles. Therefore, the more you can make your service look like a product, the more tangible it will seem, and the easier it will be to sell....
Nuts & Bolts - Case Study : BroadcastMed’s Videos Sew Up Sponsors
To err is human—but surgeons won't accept that excuse. They're expected to perform perfectly 100 percent of the time. So surgeons demand their service providers have at least 99.9 percent success rates, says Peter Gailey, president of Farmington, Conn.-based BroadcastMed....
Nuts & Bolts - Research : Survey Says: Consumers Want Caring Auto Insurers
While the concept of a grudge match between Progressive's "Flo" and the GEICO Gecko is entertaining, insurance companies using mass media to undercut each other's prices are missing the mark, according to Acxiom's 2011 Auto Insurance Consumer Dynamics Survey....
Brand Matters : Trust Me
Trust is an important component to building lasting relationships with your customers. Brand-builders need to spend time thinking about how trust is built (to woo new prospects), how it can be further strengthened (to increase market share) and how it...
Cover Story : ToyoTags Leads
About a year ago, car manufacturer Toyota moved away from using QR Codes and found success using "ToyoTags" for mobile marketing efforts because the more picture-like, more eye-pleasing SnapTags from Denver-based SpyderLynk solved three issues for Toyota: brandability, flexibility and...
Mobile : That’s the E-ticket
Many businesses have seen e-ticketing as a way to reduce costs by delivering tickets electronically; whether to email or mobile. In reality, the e-ticket itself can be a direct marketing platform that delivers the ticket, as well as a number...
Direct Mail : Today's Catalog
Many catalogers who had backed away from print—or stopped printing entirely— are now refocusing on their print catalog core. What's driving the reinvestment in print catalogs? Here are nine emerging techniques and technologies that are largely responsible, and how you...
Famous Last Words : The Customers Are in Revolt!
In the fall of 2011, if the marketing powers-that-were at Bank of America and Netflix had practiced the Method Marketing concept, they would not have wound up eating large helpings of crow....
Resource Guide : Mobile Boom
Mobile is a booming channel. According to Nielsen’s State of the Media: Consumer Usage Report 2011, there are more mobile phone users (232 million) than computer users (192 million). It also reports 43 percent of those mobile phones are smartphones....