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May 2011 Issue

Target Marketing May 2011 cover
Cover Story : Opening Their Eyes
Forced to take action by the NCOA requirement to update lists no more than 95 days before mailing, Chicago-based Blind Service Association found a better way to clean its list and keep its donors....
Data Driven : Solving the P&L Puzzle
The P&L statement is equally useful in measuring the overall financial viability of an online campaign, as well as measuring more traditional quarterly or annual performance ratios....
E-commerce Link : Compass Not Included
Website content needs to be divided up and spread across a network of interrelated pages. When dropped into this information space, users want to know where they are, where they can go and how to get back. The clearer the...
Editor’s Notes : Busting Out of the Bunkers
The last few years have been terrible for many companies. But I'll say this: Direct marketers have responded not by hiding in their bunkers, but by changing practices and figuring out ways to get 21st Century, digitally enabled, cash-strapped consumers...
CRM : Robo Reps
Online consumers are demanding more sophisticated self- service support options. To that end, companies such as eBay and H&R Block are looking to improve service accessibility and provide the best possible customer experience value by turning to intelligent virtual agent solutions....
Insert Media : Start the Presses
Consider newspaper inserts—enhancing this traditional space advertising platform by leveraging a QR Code or geoPURL is a cost-effective approach to facilitate a two-way dialogue through traditional print channels and can transition print material into customizable online content....
Famous Last Words : A Website to Make You Weep
Go to randyweston.com and you're greeted with a handsome black and blue landing page with a sound bite of his music and a slowly spinning outline map of Africa that cross-fades into a piano then morphs into a photograph of...
Message & Media : Meet Your Marketing Allies
Direct response copywriters and designers are creative strategists first, writers and designers second. Think of us as your marketing allies. We want what you want—increased clicks, calls, visits and sales....
Nuts & Bolts - Case Study : Digital Rewards for Loyal Tech Customers
Sapphire Technology, a Hong Kong-based company with a Canadian office in Markham, Ont., launched its Sapphire Select Club (SSC) loyalty club in October 2009 by offering members exclusive product information, access to events and contest prizes ranging from Honda scooters...
Nuts & Bolts - Eye on Privacy : Who Do You Trust to Track Privacy?
Privacy has become a complex issue for marketers to manage. It's not just about the data we collect. It's also about the platforms on which it's collected; whether the data crosses borders; whether it's collected passively or with the subject's...
Nuts & Bolts - Social Media : B-to-B Marketers Find New Opportunities in Social Media
Social media's reach is growing beyond the personal application and into business strategy for many marketers, often by leaps and bounds. Based on a May 2010 article from BizReport.com, 86 percent of B-to-B firms are using social media, compared to...