Target Marketing

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July 2010 Issue

Target Marketing July 2010 cover
Editor’s Notes : Rise Above the Din
When I wrote my first article on direct marketing, as an intern for Target Marketing in 1992, I immediately was impressed by this challenging but exciting practice. The ability to develop and test a hypothesis is a compelling promise that...
Nuts & Bolts - Social Media : AstraZeneca Socializes With Patients
Marketers in the medical community are hearing it just as much as their counterparts in other sectors: Get social. Sixty-one percent of Americans are searching online for medical information, and 60 percent of the searchers say the information they found...
Nuts & Bolts - Eye on Privacy : Is the Privacy War Over?
I've worked on privacy issues for 20 years, but I never imagined the phenomenon or the privacy implications of social networking. Twenty years ago, businesses, which were driven by consumer information and consumer advocates alike, characterized consumers as fiercely protective...
Data Driven : Making Sense of It All
Data are everywhere. Anyone with a smartphone is his or her own (not so private) data point. Technology—and an ever-growing need to track, measure and optimize ROIs—has fostered a corresponding need to analyze and understand data....
Creative : Strategies for a Great Headline
As a copywriter, I'm often asked which headline techniques work best for getting an envelope opened or a landing page read. Because the importance of the headline can't be overstated, it's not surprising this subject has been explored endlessly....
Famous Last Words : The Passing of a Renaissance Man
It was with great sadness that I learned of the passing of Frank Vos, 90, president of the agency that guided me in bringing the Better Homes & Gardens book clubs from the brink of ruin to profitability. I first...
Cover Story : How Engaging Is Your Website Design?
During the past two decades, the Web has grown from an interesting academic oddity to one of the most powerful platforms for commerce in any era. Through it all, marketers have been playing with the design of the basic website...
Nuts & Bolts - Case Study : Direct Mail Is AvMed’s Silver Lining
Before adding intelligence to its direct mail efforts, Miami-based AvMed Health Plans was just as likely to solicit a senior couple away on a river cruise as one firmly parked on the couch, so ensconced in game shows that they...
E-commerce Link : Make It an Engagement
Your website and your e-mail marketing programs should strive to engage customers. Passive sites push content and information, whereas engaging sites and e-mails find ways to facilitate interactive information sharing and collaboration. They may also include video, social networking and...
Message & Media : In Their Own Words
One of the most effective ways to neutralize buying objections and add credibility to your product benefit statements is to let your customers speak on your behalf....
Direct Mail : Get More for Less
Saturation mail can be a valuable tool for marketers looking to reach a broad audience within a defined area at the lowest possible cost. Even better, saturation mail can be targeted with the right know-how....
E-mail : Adding Video: Trouble or Nirvana?
E-mail marketing, at its essence, is a targeted missile strike. A quick and precise action with measurable results, right? Adding more payload to the e-mail can increase your chance for success or steer you toward self-destruction. Adding video to your...