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October 2009 Issue

Target Marketing October 2009
Nuts & Bolts - Eye on Privacy : This Is Huge!
In the summer, an unparalleled group of previously disparate interests in the online advertising ecosystem agreed to speak the same language about behavioral advertising....
Editor's Notes : Data Is as Data Does
As much of the world strives to pull itself out of this damnable recession—the Organisation for Economic Co-operation and Development did report recently at least the beginning of a global economic recovery—marketers have been forced to grapple with how...
Fulfillment : ’Net Control
In today's economy, marketers are looking for ways to get information faster, streamline existing processes and, most of all, reduce operational costs. One area marketers should review is the marketing execution process—specifically, e-stores or sales portals where partners, the...
Famous Last Words : Dismal e-Pitches
As a columnist for this publication and creator of the e-zine BusinessCommon Sense.com, I constantly receive e-pitches from PR types to do stories about some CEO or company, or e-sales pitches to buy something....
Nuts & Bolts - Tech Talk : Datacard Optimization
Datacard Optimization : Gone are the days of manually updating datacard counts, if Hanover, N.H.-based NextMark has its way. The direct marketing list firm has introduced NextMark Select....
B-to-B Insights : Are You Going In or Out?
Which works best for B-to-B lead generation—inbound or outbound marketing? Inbound refers to prospects contacting marketers "out of the blue," because they are actively interested in specific products or services. Conversely, outbound marketing requires marketers to reach out and touch...
E-commerce Link : Spruce It Up
Direct marketers are incrementalists. We know what works, and we test our controls against various creative and offer permutations to improve results and come up with a winning formula. This disciplined approach has served us well....
Cover Story : Direct Marketer of the Year: Pegg Nadler
Pegg Nadler loves the unknown. Where others see challenges, she sees opportunities. Where others fear change, she fears boredom. These are some of the qualities that have driven her 30-year direct marketing career, the bulk of which she's spent advancing...
DRTV : Fixing the Picture
What is a lead? Aside from being the lifeblood of a direct response campaign, a lead also is the lifeblood of a business. Yet leads aren't always treated that way....
Strategy : Transpromo’s Evolution
The term "transpromo" is getting out of hand. Depending on who you talk to, it could have many different meanings. By original definition, transpromo is the concept of placing relevant and personalized promotions or advertisements on must-read documents, such as...
Nuts & Bolts - Case Study : ASI Shows Enter Virtual World
Granted, Kent Tibbils had shown leadership by helping introduce a virtual trade show to ASI Corp.’s repertoire. But the marketing vice president thought the Barack Obama likeness, which his colleagues included as the avatar in his trade show chat window,...
SEM : Track and Tack
A common challenge shared by most B-to-B marketers is how to improve lead quality—especially from paid search campaigns. Because B-to-B companies often face longer sales cycles than many e-retailers, how can B-to-B marketers effectively evaluate and improve paid search campaigns...