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June 2012 Issue

Target Marketing June 2012 cover image
Nuts & Bolts - Social Media : 4 Repinnable Pinterest Tips
Pinterest, the social network where aphorisms go to live alongside (or in) photos, seems to be a marketer's dream—and nightmare. So, yes, posts of brands' products have plenty of positive comments, but those "pins" and "repins" seem to happen at...
Editor's Notes : Integrated Marketing: DM’s Present and Future
Fasig-Tipton, a Lexington, Ky.-based thoroughbred auction company and the subject of our cover story, does something fascinating to me: It mails catalogs. You know, those old paper and ink things that Aaron Montgomery Ward invented in 1872—depending on your age,...
Nuts & Bolts - Case Study : To SquareTrade, Social Referrals = Square Deals
In September 2011, Will Spencer knew Apple was about to release something, and he suspected he knew what it would be. The marketing manager for SquareTrade, a San Francisco-based electronics warranty provider, was pretty sure it was going to be...
Famous Last Words : I’ll Happily Pay for Email!
If the USPS—with its 275-year reputation for honesty and reliability—announced a paid website for serious correspondence, I would sign up in a nanosecond. Here's a business model example I've pulled together for an exclusive, hack-proof email service....
Cover Story : Galloping Ahead
Through the years, Fasig-Tipton, a thoroughbred auction company of Lexington, Ky., has maintained its position in the horse industry by updating its methods. That’s why QR Codes and videos are now part of its marketing program, says Max Hodge, the...
B-to-B Insights : Marketing Mythbusting
There’s a lot of misinformation on many topics, and B-to-B marketing is no exception. As a result, there’s more guesswork, not less, in B-to-B marketing today. Increasingly, this gives rise to false beliefs or myths about B-to-B that are difficult...
Brand Matters : A Frank Talk
It isn’t often I get to meet or spend time with my clients’ mentors. I had that honor recently when Paal Gisholt, CEO of SmartPak Equine, introduced me to his longtime mentor and now board member, Frank Zenie. His credentials...
E-commerce Link : What Game-changer?
Social media’s “game-changing” ability is so overstated and sensationalized that what you’re doing with it, right now, is likely working against your best interests. How can this be? There is no money in your knowing the truth: The social media...
Database : Database Security Before the Breach
When asked about data security, most marketers simply shrug their shoulders. It’s IT’s responsibility, right? Wrong. Database security is more than just IT’s job. If you’re a marketer, it’s high time you familiarized yourself with the steps you need to...
Email : Turning Emails Into Customers
Most companies have embraced email—and they spend a lot of time and money to grow their email lists. This is good, but it’s not enough. The most successful email marketers not only work on growing their email lists, they work...