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October 2010 Issue

Target Marketing October 2010 cover
Nuts & Bolts - Eye on Privacy : A New Privacy Bill is Coming: Are You Ready?
It seems like decades ago we started hearing about comprehensive privacy legislation. Well, it was. In the meantime, we've had a new FCRA, GLBA, HIPAA, COPPA, CAN-SPAM and more state laws than I can count. And now we have a...
Search : Pulling Rank
Raising a page's rank through linkbuilding—the process of generating links back to specific Web pages—can be done. But like any worthy goal, it takes strategy, persistence and good implementation to succeed....
Lists : Data Cross-Over
Every direct marketer I know has spent the last few years navigating one of the biggest challenges facing our industry today: the continued shrinking of the direct mail universe. Mailers are cutting back, or shutting down, which results in decreased...
Nuts & Bolts - Email : Design to Perform
To stand out from the crowd in your customer's inbox, it's critical for marketers to design their emails with deliverability, readability and action in mind, states Lyris CMO Blaine Mathieu in his contributed chapter of the DirectMarketingIQ special report, "All...
Editor’s Notes : It’s Still Target Marketing
I may be the new editor around here, but the magazine isn't going to change. People can debate whether or not there is real "hard science" at the bottom of this industry, but there is certainly decades of experience. And...
Famous Last Words : The Tricky Business of Setting Prices
After much hype and media buzz, Amazon.com released the first generation Kindle e-reader on Nov. 19, 2007, for $399. It reportedly sold out within 5.5 hours. I wanted one badly, but the thing was 1) untested in the marketplace and...
Nuts & Bolts - Tech Talk : Mobile, Social Media, Ad Creative and Online Video
According to Reston, Va.-based comScore, more than 177 million Internet users in the U.S. watched video content in June. As viewing videos online continues to grow by leaps and bounds, comScore has introduced Video Metrix 2.0, a next generation of...
E-commerce Link : Having an Email Vision
Many direct marketers rely on a regular e-newsletter to communicate with their customers. These communications are different from promotional emails in that the main focus is content or relationship building, and not on an immediate action such as making a...
Cover Story : Direct Marketer of the Year: David Norton
Anyone wagering that David Norton would use the word "I" to describe any of his feelings about earning the title of Target Marketing magazine's 2010 Direct Marketer of the Year just lost a bet....
Database : Get the Dupes Out
Approaches to data hygiene introduced 30 or 40 years ago have been rendered obsolete. Back then, the average person moved only once in a decade, was less likely to divorce and typically relied on a single phone line for the...
Brand Matters : Bite-Size Branding
The idea of an amuse-bouche took me right into my branding brain. I started thinking about how creative brand leaders develop their own versions of the amuse-bouche for their customers, not only at the beginning of their brand experiences, but...
B-to-B Insights : B-to-B Writing Clinic
It's true that consumer direct response headlines can get pretty clever, daring and even outrageous. But powerful headline writing is just as important in B-to-B marketing communications....