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July 2012 Issue

Target Marketing magazine July 2012 cover
Nuts & Bolts - Eye on Privacy : Cookie Monster or Customer Delight?
Websites: Do you remember a time before you had one? Remember when customer communications were monologues, not dialogues? If you don't remember, you should probably start talking to some of your more "experienced" colleagues about how we got to know...
Web : After the Click
Anyone involved in target marketing knows that a landing page can make or break a campaign. Getting people to click on your email link or banner offer is irrelevant if they don't see what they expected to see, can't find...
Message & Media : Free for All
Direct response writers (and their readers) know that one of the most powerful motivators in the English language is a four-letter word. It's the word "free." Free nudges fence-sitters by eliminating risk. It rewards the deal-seeker in each of us....
Famous Last Words : Do the Obvious!
One of the savviest women I know is a lawyer at an A-list Philadelphia law firm. Recently, she invited a new young male associate to join her to observe a meeting with two very important clients....
E-commerce Link : Plays Well With Others
Prior to widespread use of the Internet, the purchasing process was simple: An individual first became aware of a product or service through a direct mail piece, print ad or TV commercial. Then, the person filled out an order form,...
Data Driven : Under the Hood
Web analytics are notoriously difficult to reconcile with other reporting sources, as well as to comparative Web analytics. So let's explore why this happens and what can be done about it....
Nuts & Bolts - Case Study : The Scooter Store Mobilizes Paid Search
Wisdom may come with age. But the propensity to choose large print books and enlarge print on Web pages seems to arrive at the same time. Marketers at The Scooter Store, headquartered in New Braunfels, Texas, were hoping to capitalize...
Nuts & Bolts - Multichannel : 4 Tips for Creating the Integrated Marketing Illusion
It turns out Mom may have been right: Don't be a jack-of-all-trades and master of none. Instead, master one marketing channel and then present customers with the illusion of integration. That's what 83 percent of top performing companies do, according...
Nuts & Bolts : Marketer's Bookshelf: Branding Yourself, The Fusion Marketing Bible and The Referral Engine
Check out the new marketing titles publishing in July, August and September 2012 from Que, McGraw-Hill and Portfolio Trade....
Nuts & Bolts : Insurance Direct Mail Package Trends
Unsurprisingly, envelopes remain the dominant format by far, taking up 90 percent of all insurance mail—which was a small decrease from last year, according to the Who's Mailing What Archive. An industry that needs to provide plenty of information in...
B-to-B : Balancing the Pen
In the 80s, it was the publisher's job to create an editorial calendar and the corresponding articles. It was the marketer's responsibility to create advertising that sold. We reverently separated the two sides of the business to maintain integrity....
Cover Story : Are You Ready for Big Data?
Direct marketers have been managing consumer data for decades. But as technology has increased the ways consumers interact with brands, marketers are confronting the prospect of "Big Data"—data sets that have grown so large and complex that they've become increasingly...
Editor's Notes : Perception Vs. Data
I had an interesting month while working on this issue. First came the disappointing Facebook IPO following the announcement that GM was pulling its Facebook ads due to ineffectiveness. That led to a hellacious backlash against social media marketing. All...