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January 2010 Issue

Target Marketing January 2010
Nuts & Bolts - Online Marketing : A Balanced Attribution Equation
The last click hardly tells the whole story to those who want to properly attribute sales to their marketing efforts, said Esco Strong, director of the Microsoft Advertising Institute. Speaking during a session in November at ad:tech New York, Strong...
Case Study : Making a Beeline for B-to-B Client Ideas
In 2010, woe is the business that doesn't understand how the global economy works. Or doesn't at least hire a company that does. The latter option is the one the big players using Jacksonville, Fla.-based workforce solutions firm Beeline seem...
Editor’s Notes : Hot Off the Web … and Press
What do Apple, Wegmans and AAA have in common? They're all primarily B-to-C companies, yes, but they all also leverage editorial-style information as a commercial touchpoint. Welcome to what's being called content marketing, a practice commonplace in the B-to-B space...
Database : Take the Right Trails
Marketers using traditional customer reactivation strategies are struggling to deliver the results they once did. Drastic cutbacks in consumer spending and channel fragmentation have dampened reactivation efforts, forcing marketers to develop new approaches to maximize outreach to lapsed customers. Today's...
Cover Story : Growing Leads
A "one size fits all" approach certainly has its place, such as with hats, gloves and the like. But when it comes to marketing lawn care services, that method won't translate into more quality leads. For Spring-Green Lawn Care Corp.,...
Data Driven : Online 'Cousin' Metrics
It used to be so simple, didn't it? We mailed, we tested, we measured, we refined. Good spreadsheet and analytical skills were necessities for every direct marketer. Our ability to compare this year's data with that of years prior was...
Message & Media : Increase Visibility
It was a blustery January morning a couple of years ago when I mustered the courage to march into my creative director's office and ask him why he wasn't using a senior staff writer (like me) to write the copy...
E-commerce Link : Get the Message Out
Triggered messaging is an important tool in your e-mail marketing arsenal that can increase the timeliness and relevance of your communications. Let's face it, consumers' inboxes are jam-packed with e-mails from marketers competing for attention. It is getting harder to...
Nuts & Bolts - Tech Talk : Engagement Tracking
Hopkinton, Mass.-based Flimp Media says its recent integration of its landing page platform with more than 20 e-mail marketing services allows marketers using Flimp's video marketing and analytics to track viewer engagement and interaction with video and rich media down...
Web Design : Smooth Landings
Everyone wants to find the silver bullet. I am often asked what should be on the perfect registration or sign-up landing page. Of course, the answer is always the same: "It depends." So you should test different approaches on your...
Famous Last Words : Upset Customers Break Companies
A pre-Internet marketing rule stated that a happy customer would tell an average of three people while someone who was disgruntled with a product or service would tell 11....