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November 2008 Issue

Target Marketing November 08 Cover
Cover Story : The National Hockey League's Power Play
Sports marketers measure the engagement of their customers in terms of their "avidity." Avid fans are those who have an emotional connection to the game—people whose interest, enthusiasm and passion for the product defy the norm. From a marketing standpoint,...
Editor's Notes : Say the Right Thing
You've been hearing a great deal about doing the right thing, from reducing your impact on the environment to making it easy for customers and prospects to better control their relationships with your firm, and so on. If your company...
E-Mail : What's That Contact Worth?
Today, smart marketers are beginning to tie their marketing activities to the lifetime customer value of various segments of their databases. E-mail is a key ingredient in this approach and can be used to target marketing dollars more effectively by...
Nuts & Bolts - E-Mail : Creating the Best Possible Welcome
Not all welcome e-mails are created equal. The exceptional ones have certain elements, the most important of which is consumer engagement, says Stephanie Miller, vice president of strategic services at New York-based Return Path, an e-mail performance management company....
Direct Mail Strategy : On the Radar
"What's new in direct mail?" is one of the most frequently asked questions I get from colleagues, clients and readers of this column. These people aren't asking about the latest USPS postal regulations; instead, like you, they want to know...
E-commerce Link : 'Tis the Season to Buy
As e-commerce continues to be the bright spot in an otherwise clouded retail landscape, successful multichannel merchants will take advantage of consumers looking to shop more online due to the convenience, cost savings in gas and the opportunity to deal-hunt...
Nuts & Bolts - Research : Neuromarketing and the Consumer Brain
No doubt, marketers have long suspected that consumers are making buying decisions based on gut reactions that they reach after absorbing very little information about their products. Now those marketers can find out exactly why. Enter neuromarketing, a science that...
Famous Last Words : About Headlines
I used to know Sheldon Hearst, whose business was putting racks of 5½˝ x 8˝ take-one brochures in supermarkets. A marketer had a fraction of a second to catch the shopper's eye with a headline. The most powerful, most successful...
Direct Selling : Read Me First!
The importance of headlines cannot be underestimated. They are a critical part of the success of a campaign, the most important copy in the entire piece and often, they're written last—almost as an afterthought. The headline is more likely to...
Market Focus - Surfers : Hang Ten!
If you're looking to market to hip, influential youngsters, ride the wave to surfers. They tend to be affluent—after all, living near the ocean isn't cheap—and they represent the elusive young male demographic....
Nuts & Bolts - Five-Minute Interview : Giving Her Credit
Even as mighty financial institutions fall away due to poor mortgage and real estate investments, Columbus, Ohio-based Residential Finance Corp. expects to double in size next year—in part by making subprime loans....