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January 2008 Issue

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Nuts & Bolts - B-to-B : 2007 Economic Census Underway
The U.S. Census Bureau recently sent 2007 Economic Census forms to more than 4 million American businesses. Taken every five years, the Economic Census is the nation’s most comprehensive measure of business and industry....
Direct Mail Strategy : Mind the Gaps
Happy New Year! With 2008 budgets in place and sales goals set, it’s time to think about using new tools to increase response and strengthen customer relationships, whether you use direct mail to sell direct, generate leads, or drive Web...
Direct Selling : Strategy vs. Tactics
Branding commonly is considered a critical part of any successful business these days, yet many people still view it as merely a creative endeavor. It’s something people dressed in black and armed with logos, typefaces and fancy color palettes do...
Nuts & Bolts - Tech Talk : Ad Tracking in the Mobile World
Ad Tracking in the Mobile World Seattle–based M:Metrics, a mobile media provider, recently unveiled a competitive tracking service for mobile ads called M:AdTracker. The monthly syndicated data service continuously monitors clickable display advertising from a broad representative set of mobile...
Nuts & Bolts - 5-Minute Interview : Tried-and-true Turned Trendy
Putting a new spin on the direct marketing mantras “write relevant” and “segment for profitability,” Canadian clothing company West49 introduced gender segmentation then revamped e-mail subject lines with a hook to drive customers to retail stores....
Nuts & Bolts - Database : Micro-target to Cut Attrition
In the last few years, a new marketing paradigm, event-based marketing (EBM), has emerged to turn traditional segment-centric direct marketing on its head. By monitoring customers’ ongoing Web activity and immediately reacting to any significant changes in visit behaviors, marketers...
Famous Last Words : Learning to Write
When I ran this magazine, I told the editors we were experts talking to experts. They not only had to understand everything they wrote, but they also had to be able to explain it to their grandmothers. “This is the...
E-Commerce Link : E-mail Strategies for Corporate Governance
Is e-mail communication so successful for your company that everyone wants to get in on the act? In many organizations, the marketing, sales, public relations, product marketing and market research departments all want to develop outbound e-mail communications. Many of...
SEM : Competitive on a Budget
Small marketing budgets don’t necessarily mean small ideas when it comes to search marketing. In fact, it’s the innovative and creative efforts that most often empower companies with the ability to learn and adapt. Over the past few years the...
Database : Close the Loop Properly
We’ve all seen it: that circular diagram with all the steps direct marketers live through, starting with campaign planning and list acquisition, passing through inevitable data processing steps, and concluding with selection and source coding steps. Then there is a...
Market Focus : Golfers: In the Green, on the Green
You may not picture golfers as seekers of luxury and quality—in fact, if you’re not a golfer yourself, you probably picture them only as older men wearing plaid pants and berets with pom-poms on top. But if that’s your mental...
Editor's Note : How's Your Data Doing?
In November, the Federal Trade Commission (FTC) released its first research on identity theft since 2003. It reported that 8.3 million adult Americans, or 3.7 percent of the population, were victims of this crime in 2005. Four years ago, the...
Cover Story : A Paradigm Shift
At Cisco, a dramatic shift is underway within the organization as it ventures into a new world of Web strategy, challenging its traditional tactics and integrating fresh principles to embrace an approach largely based on Web 2.0. What implications does...