Target Marketing

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June 2010 Issue

Target Marketing June 2010 cover
Hiring/Training : What the CMO Wants
CMOs are looking for the best way to reach customers and increase ROI. To do that, they arm themselves with a multitude of marketing channels; many of which are growing and changing rapidly—particularly with the dawn of the digital age....
Editor’s Notes : Privacy’s Tipping Point
Even on the news front, the U.S. Postal Service gets eclipsed by the Internet. Marketers who used to be on tenterhooks regarding the agency's push to a five-day delivery week now are focused on a bigger threat: a draft federal...
Nuts & Bolts - Database : Two Solutions for Weak Automated Triggers
Trigger-based marketing is a powerful technique designed to engage the customer at the precise moment when there is maximum opportunity to create value. Unfortunately, many marketers only scratch the surface and execute a limited number of simple triggers, leaving the...
Nuts & Bolts - Case Study : SDAFF Tries Out the Third Screen
Leonardo Nam may have been featured in "He's Just Not That Into You," but he was sure into his role during the San Diego Asian Film Festival. Alerted through text message, about 100 festival attendees arrived to take turns sitting...
Nuts & Bolts - Tech Talk : Multichannel Platform, Social Media Optimization, Transactional Mail, Mobile and Live Chat
Multichannel Platform: H arte-Hanks of San Antonio, Texas has teamed up with Napa, Calif.-based VeraCentra to bring marketers a solution that provides automation and message consistency for both global and local campaigns....
Nuts & Bolts - Bookclub : Marketing Instinct 101
The hypothalamus is the part of the brain that regulates aggression, hunger, thirst, pleasure, material behavior and, according to Duct Tape Marketing blog's John Jantsch, the desire to refer....
E-commerce Link : Build Utility
Successful marketing is becoming less about catering to (or creating) desire, positive sentiment or aspiration among customers. In this new world economy, engagement and buzz aren't enough. Facebook fans or Twitter followers aren't enough. Buzzing or creating awareness that marketers...
E-Mail : Winning Over the Inbox
I often call list growth "The Holy Grail" of e-mail marketing—it's one of the most desired, yet elusive, goals of any e-mail marketer. According to a recent study by Forrester Research, "finding new e-mail subscribers" (44 percent) and "retaining existing"...
Famous Last Words : The Ad That Built Factories
Doyle Dane Bernbach Founder Bill Bernbach famously said, "Good advertising builds sales. Great advertising builds factories." Bernbach's seemingly fanciful quote is actually based on fact. The 1923 ad was written by George Cecil of N.W. Ayer & Son, and not...
Postal : Up to Code
Most likely, any business that produces frequent, large mailings has already heard something about the Intelligent Mail barcode (IMB) capability now offered by the United States Postal Service. The fact is, as of May 2011, the currently used POSTNET barcode...
Cover Story : Getting the Message
At 48, Ron Rowe likes to think of himself as young. And while age may be a state of mind, Rowe finally had to admit he didn't "get" the young people with their music and their gadgets. That epiphany came...
B-to-B Insights : Survey Says ...
At my request, Editor-in-Chief Hallie Mummert conducted an online survey of Target Marketing' s readership. The goal: find out what the best practices are in B-to-B marketing today. To begin with, 94 percent of respondents are involved with B-to-B marketing....
Brand Matters : Brand Bookends
Have you ever thought about where and how your brand story begins and ends? What emotional feelings are being conveyed as your customers enter and exit your brand experience? These beginnings and endings are important impression makers. It pays to...