Editor’s Notes: Rise Above the Din
When I wrote my first article on direct marketing, as an intern for Target Marketing in 1992, I immediately was impressed by this challenging but exciting practice. The ability to develop and test a hypothesis is a compelling promise that has hooked many a fan of this marketing discipline.
What was a demanding field then is a juggernaut of media and technologies now, allowing for innumerable combinations by which to test ideas about human behavior. And how ironic that the core principal of facilitating response by streamlining the number of decisions a prospect needs to make is a concept which marketers cannot apply, themselves, to campaign development. It's the customers' multichannel world, and we just live in it.
So how do you determine which media to call in to action, integrating the pieces for a seamless effort that dazzles with both its sophistication and ease of use? That's the big question Target Marketing tries to answer for you with every article, webinar and how-to guide. And now, I'm proud to announce, we're adding a live conference to the mix to give you a great way to demo new technologies, swap challenges and successes with fellow marketers, and pose questions to vendors and consultants, all in one venue.
Target Marketing Group has partnered with sister publishing division Printing Impressions Group and document technology research/consulting firm InfoTrends to develop a two-day educational forum that brings together marketers, agencies and service providers for a frank discussion of what's working and what isn't with respect to multichannel marketing. Techniques being integrated into marketing campaigns that will be covered include QR codes and SMS text, augmented reality, PURLs, video, digital print, and social media. This event also will zoom in on data audits, marketing dashboards and customer segmentation to give you a solid understanding of the information analytics pillars that support integrated, targeted marketing approaches.
Who will you learn from? Trendsetters from BlueCross BlueShield of Kansas City, the National Hockey League, Sub-Zero/Wolf, General Electric and Medco will share their integrated marketing experiences. And for the inside scoop on a new campaign that combines the best ideas from brand and direct, Vic Walia of Hotels.com will deliver a keynote that shows and tells how the leading hotel booking site paired augmented reality with space ads, mobile, e-mail and social media to surround its market with a virtual travel experience.
In all, it's a great lineup of people, technology and opportunities for hands-on learning. So come on out to InterACT! Aug. 10-11 in Chicago. You can give me a call or drop me an e-mail to learn more, or visit the show website at www.interactconference.net