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March 2006 Issue

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Spot-on Creative
Success in any medium requires a thorough understanding of which techniques make a campaign breathe and grow versus those that cause it to wither and die on the vine. Winning creative for direct response television (DRTV) spots—whether short-form or long-form—hinges...
Seattle Times Segments and Scores
Challenge: Increase subscription and retention rates for daily newspaper Solution: Use predictive modeling to develop a comprehensive segmentation strategy Result: The Seattle Times Co. now is able to vary its prospecting and retention messages to different segments When The Seattle...
Gardeners: Sow Seeds in a Competitive Market
Each spring, millions of Americans head outdoors to turn over the soil and plant gardens. Approximately 79 percent of all U.S. households participate in one or more types of gardening, according to a 2002 survey conducted by the National Gardening...
Talking Tech
It’s one thing to size up how fast a new technology might be adopted based on customer market size, user interest surveys and other progress measurement tools. To provide an additional layer of perspective, Target Marketing caught up with JoAnne...
Share of Pocket: Mobile Marketing Is Poised for Growth
With cell phones more commonplace than computers and mobile devices—such as PDAs and smart phones—catching on quickly, it’s no wonder mobile marketing looks attractive to direct marketers. According to the Cellular & Telecommunications Internet Association, there are 203 million wireless...
Do You RSS? Your Competition May Soon
The big irony of RSS is that while many people view RSS content daily, a significant percentage don’t realize that they’re using RSS technology to manage their information gathering. A study released in 2005 by search engine portal Yahoo! and...
The Many Paths of Direct Marketing
To remain relevant to customers and boost the bottom line, today’s direct marketing campaigns must move across the borders of direct marketing media nimbly and fluidly. More importantly, marketing channels need to work in unison so that prospects and customers...
What’s Your Value?
In today’s multichannel selling environment, there are a number of important analytical metrics that every direct marketer needs to know and constantly measure. Among them: • What is the value of your customer list—today and projected for the next three...