Editor’s Notes: It’s Still Target Marketing
Hi. We probably haven't met, and I'm sure I look a bit odd writing in the space Hallie Mummert filled brilliantly since 2002. For much of that time, I've been studying direct marketing through the lenses of our sister magazines Retail Online Integration (formerly Catalog Success) and eM+C (now a fantastic website, eMarketingandCommerce.com, covering the nitty gritty of online marketing). I also took a long turn working with Denny Hatch as editor of his Business Common Sense e-newsletter, which was an education in its own right.
I'm not alone in coming to target marketing this month. I don't mean other staff changes. (I'm blessed to continue working with Melissa Ward, Heather Fletcher, Ethan Boldt, Denny Hatch and our editorial board; and Hallie is still around as consulting editor, as well.) What I mean is, every company that is embracing multichannel marketing is learning that target marketing is essential to winning and keeping customers in our Web-enabled world.
It's an inside joke around the Target Marketing Group office that we're in the business of covering "junk mail," but the techniques behind those mail pieces have driven billions of dollars of economic growth, redefined the art of salesmanship and are the model for customer contact strategies throughout the integrated marketing universe—which, at this point, is the whole marketing universe. Every company is trying to target specific messages to specific consumers, make perfect offers, drive conversions and capture all that data so they can better target their next efforts. Not everyone's doing it well yet, but they're learning.
Everyone wants to be in target marketing.
The real question is: Who is doing it well? How are companies analogous to yours using all these new channels—as well as traditional ones—and succeeding with them? What do you need to do to succeed, too?
I may be the new editor around here, but the magazine isn't going to change. We're going to continue to answer those questions with solid strategies informed by industry experts, real business examples and results. We're going to show you what works and how you can make it work for you. 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 Target Marketing magazine—along with our e-newsletters, website, conferences and webinars—will still be the place to benefit from that experience.
We have some new wrinkles you'll hear about in the future—more content on the website, new blogs, our own multichannel tactics that will help us better serve you—but we'll get into that later. For now, I hope you find this issue in your hands as informative and useful as any issue of Target Marketing in the past, and understand that this is what you'll continue to receive for as long as we print it.
And if you have any questions, comments or suggestions, please send me an email or give me a call.You can contact me at firstname.lastname@example.org or (215) 238-5303.