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November 2010 Issue

Target Marketing November 2010 cover image
Editor’s Notes : Proof in Marketing
The beauty of direct marketing is that it proves itself. And as the new marketing channels—Web, mobile, social—are developing, they're proving themselves, too....
Famous Last Words : In Your Face Advertising
Ads are everywhere I look—on cars, jet plane fuselages, garbage trucks, golf carts, kids' report cards, over urinals, on billboards, gas pumps, cellphones, sports uniforms, skywriting, and of course, on radio, TV, newspapers, magazines and the Internet....
Nuts & Bolts - Social Media : A Creative Study in Freshening Crowdsourced Ideas
In the study "Crowdsourcing and Individual Creativity Over Time: The Detrimental Effects of Past Success," Barry L. Bayus delves into one of the main ways organizations are getting social with consumers. ...
Message & Media : Keeping It Real
Real direct marketers aren't driven by any one type of media, award-winning messaging or misgivings about changes in technology....
Cover Story : Let Customers Be Your Guide
Tasked with raising renewal rates on home warranties, Doug Stein, president of Sunrise, Fla.-based HMS National turned to a process of in-depth customer interviews, called "voice-of-the-customer" research, for answers....
Email : First Impressions
Successful marketers are able to integrate all the unique nuances of each marketing channel in order to reach not just a broad audience, but specifically the right audience....
Branding : Thinkering and Tinkering
Instead of wasting a company's precious resources—time, energy and enthusiasm—dithering, I encourage clients to put that energy into "thinkering" and tinkering with this simple exercise from my BrandAbout process....
E-commerce Link : The m.Web Experience
Mobile browsing is set to outpace desktop browsing in the next three to five years. Yet, the landscape of the mobile Web leaves something to be desired....
Data Driven : Plan to Retain
Regardless of channel perspective, converting new customers into repeat customers remains the most valuable contact strategy method available for marketers....
Nuts & Bolts - Book Club : Playing Hooky With Your Brand
As a whole, marketers are often too cooped-up with their brands, juggling best practices and customer data, all the while trying to come up with something "fresh." ...
Nuts & Bolts - Case Study : Content Curation Boosts SEO
Much like femtocells boost cell phone signals, content curation aids search engine optimization. So finds Airvana—makers of femtocells, which are small cellular base stations that extend phone coverage to an area that may not otherwise have cell service....
Nuts & Bolts - E-commerce : Click-to-Call Quantified: Live Service Lifts Sales
On the faceless Internet, one-click live customer service is a premium that may increase revenue, improve retention and reduce customer service costs, according to recent findings from Forrester Consulting....