Marketing technology has evolved along with the whiteboard — there are tools that are blank canvases allowing you to quickly get ideas down. There are mind-mapping tools, drawing boards, even war room tools — ready for your ideas.
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While the secret recipe for Coca-Cola remains unknown, there are few secrets in direct marketing. Rather, the trick is to think like a great direct marketer. One of the things I’m going to attempt to do in this chapter is not just share my ideas or techniques with you, but also the thinking behind them.
Humor in cartoons is about truth and agreement, but cartoons offer truth in such an immediate and disarming way that they are an ideal involvement, engagement and persuasion device for direct marketers. If you don’t know what you’re doing, humor can be hazardous to your campaign. But follow these rules and your humor will be on the right track.
Nothing causes the creative team more stress than clients who never seem happy with the creative work. This sets up the creative project for failure. How can you avoid this nightmare? Prepare a written creative brief — the missing link for successful creative development.
Content is key, and you’ve decided the best strategy for content is to launch a blog. You have subject matter, subject matter experts and images that will grab customer attention. But what platform do you choose, and what does that choice mean?