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November 2009 Issue

Target Marketing November 2009
Nuts & Bolts - Book Club : It's Time for Marketing to Put on Its Social Shoes
Tweeting about poor customer service at the airport check-in or gushing about front-row concert tickets through a Facebook status update—these are the activities of today's wired and socially networked consumer. For marketers to stay relevant and in the game, they...
Database : The Center of the Relationship
The days of batch-and-blast marketing are over. Today's savvy consumers want—and expect—the commercial communications they receive to be timely, relevant and based on their previous interactions with the brand or program. They expect marketers to know what interests them and...
Nuts & Bolts - Database : Perfect Couple—Asset Database & Digital Workflow
One of the challenges marketers face today is providing relevant information and offers in a timely manner. Because consumers can shop online rapidly, leads can grow old in days—and in some instances, even hours. Thus, failure to fulfill marketing leads...
Direct Selling : Hero Worship
Products and services. That's what we sell. Every company has something to offer, whether it's a tangible good, training, technology, or financial products and services. As marketers, we are in the business of selling "things." But some of these products...
Message & Media : Delivery Confirmation
Full disclosure: I am a writer and creative strategist, not a media maven. I love words. Even more, I love stringing words together in ways that encourage people to respond with a quantifiable click, phone call, mail-in response, or visit...
Editor's Note : Here's to 2015
Remember when business managers would point to Japanese companies' use of 20-year plans as something to emulate? Right now, a five-year plan feels about as rare as a mountain gorilla or sperm whale. But as President Clinton pointed out earlier...
Famous Last Words : Fire the Agency—Now!
Readers over the years know that I am a nutcase when it comes to rules. Do not break them unless a very good reason exists. The full-page ad ran a number of times in The New York Times and presumably...
E-mail : Go Organic
There are two schools of thought when it comes to e-mail appends. One perspective says customer permission for contact is inherent regardless, while the other notes that businesses should not assume permission for postal addresses is the same as e-mail...
Adventures in Mobile Marketing
While the industry buzzed and buzzed this year about social media (often using social media to do so!), another marketing discipline was steadily convincing a growing group of marketers to divert funds from offline channels. And while it likely will...
Nuts & Bolts - Tech Talk : List Hygiene
If marketers don't have the correct change-of-address information, direct mail becomes undeliverable and costly. Enter KnowledgeBase Marketing of Richardson, Texas, and its Premium Change of Address, part of its DirectSuccess processing suite of address hygiene services....
E-commerce Link : Testing, Testing, 1, 2, 3
During the economic downturn, marketers had to become smarter at e-commerce. Savvy marketers tested e-mail campaigns, offers, on-site merchandising and targeting. Now, as the economy recovers, they must build on what worked to gain competitive advantage, grow their brands and...
Nuts & Bolts - Case Study : Club ABC Tours Finds ROI in VDP
With less money in consumers' discretionary spending piggy banks, the travel sector has been hard-pressed to find business this past year. And as is the case across numerous sectors, marketing with the same old, same old tactics just isn't moving...