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May 2009 Issue

Target Marketing May 2009 cover
Editor's Notes : Claim Your Birthright
Where did this buzz phrase “measurable marketing” come from? The discipline of interacting with prospects and customers directly to make sales and gather data to inform future marketing contact has been called direct marketing since it was coined back in...
Nuts & Bolts - Case Study : Webcasting Beauty Secrets
Challenge: Lead generation. Solution: Create educational webcasts about the specialized medical equipment for physicians who may use the aesthetic lasers to beautify their patients. Results: Increased sales leads, rising site traffic, captive prospect audiences 24 times a year and...
Nuts & Bolts - Eye on Privacy : New 'Publishers' and New Self-Regulation
In these harsh times, staying afloat and keeping your privacy/security programs shipshape are not givens. So, the privacy professional needs to be even more part of the conversation about strategy. This is true because many of the new data-driven opportunities...
Nuts & Bolts - Social Media : Socializing With Gen Y
Direct marketers interested in reaching the younger subset of Generation Y need to understand one thing about this generation: The way 18- to 24-year-olds cope with information overload on the Internet is simple—they compartmentalize it or ignore it....
Message & Media : Make the Connection
Now more than ever, it’s imperative to keep in touch with your customers. Set up a marketing communications plan for sending targeted messages to targeted audiences. Start by putting yourself in your customers’ shoes....
Direct Selling : Personality Included
Brand is king in the realm of securing customers and creating loyalty, which can save your bottom line in this down economy. Brand goes far beyond logos and taglines—it lies within your customer’s perception of your product or service. Whether...
E-Commerce Link : Boost Customer Experience
After a challenging holiday season, merchants face seemingly paradoxical imperatives in 2009: Continue e-commerce growth while holding the line on expenses. Now more than ever, merchants must invest wisely to stay competitive, and continue to improve and innovate online....
Cover Story : Multichannel Hospitality
You can call it barbecue, barbeque, BBQ or just plain ’cue. Fiorella’s Jack Stack Barbecue, of course, calls it business. In particular, it’s a family business that started in 1957 when the Fiorella clan opened the first of its barbecue...
Database : Get a Little Closer
Segmentation is a way of grouping people or organizations with similar demographic profiles, attitudes, purchasing patterns, buying behaviors or other attributes to help understand customers more thoroughly and thus market to them more effectively....
E-mail : Triggering Customer Interest
These days, everyone and their brother has a thrust e-mail program. But surprisingly, very few folks have triggers. Trigger e-mails, also known as “good dog” e-mails, are sent to individuals based on actions. The action could be good (thanking them...
Famous Last Words : Gevalia's Gaffe
I don’t allow spam filters to censor my e-mail. As a commentator on the business of marketing, I want to see everything—warts and all. What’s more, being a “see guy” rather than a “hear guy,” I can scan an inbox...