Target Marketing

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May 2010 Issue

Target Marketing May 2010 cover
Editor’s Notes : April Fools’ Day Fun
Who says creativity in direct marketing is dead? Whether companies are celebrating the end of winter, the possible beginning of the end of the recession or simply how social media allows you to prank a much bigger audience than your...
Nuts & Bolts - B-to-B : Social Media’s Real Role in Lead-Gen
The lead shouldn't represent the beginning of the sales cycle. Sales cycles should start with thought leadership that informs prospects about future trends that will result in business challenges and opportunities—enough so the prospects have an "epiphany" about their needs...
Nuts & Bolts - Eye on Privacy : What If We All Decided to Do the Right Thing?
In the 1990s, the Direct Marketing Association ran a campaign called "Do The Right Thing" focused on getting marketers to follow industry guidelines and best practices. "Do The Right Thing" is the title of the association's expanded FAQs on its...
Data Driven : Return on Brand
Database and direct marketing have always been driven by tracking, measurement, analytics and in some ways, ROI. Historically, the idea of "brand" has been given a relatively free pass when it comes to direct, measurable accountability. To explore the ways...
Message & Media : The Power of Typography
I guarantee this column is worth reading if you're responsible for using words to generate more clicks, calls or traffic through the door. No, this isn't about writing copy. It's about increasing readership by increasing readability—the importance of the specific...
E-Mail : Buyer Beware
Renting an e-mail list can be an effective way to do e-mail marketing. But it also can be a minefield. While the industry has come a long way in the past 10 to 15 years, it's still good to go...
Nuts & Bolts - Tech Talk : Marketing Automation, E-mail Marketing and Social Media
Marketing Automation: Sometimes marketers just want a one-stop shop. Enter ClickSquared of Waltham, Mass., a cross-channel and e-mail marketing solution provider, and its third generation SaaS platform, Click 3G....
SEM : Playing Keep Up
The ever-shifting landscape of search marketing can create unexpected obstacles if marketers don't stay on top of the latest industry developments and consider how these changes can affect their campaigns. The search engines already have announced a number of big...
Cover Story : Marketing Overdrive
In the early days of 2008, when financial experts were just starting to argue about whether the U.S. was in a recession, Michelin North America rolled out a sales program that would provide exactly the kind of support its network...
E-commerce Link : Don’t Break the Bank
When working with clients to create engaging online experiences for their customers, I recommend iterative usability testing—essentially repeated testing—as part of the design and development process. However, I've noticed that few of our clients are interested in conducting formal usability...
Famous Last Words : Direct Mail Is Alive & Well!
When my wife, Peggy, and I ran the Who's Mailing What! newsletter, we would receive around 2,000 pieces of junk mail a month. I would eyeball each piece quickly, pick out those worth a second look, and then analyze and...
Nuts & Bolts - Case Study : Personality Hotels Finds Its Twitter Stride
What direct marketers care about is how Twitter generated $70,000 in bookings for Personality Hotels from June 1, 2009, to Feb. 23, 2010. What Erin Finnegan, the San Francisco hotel chain's marketing and social media manager, cares about is that...