Cover Story: Full Sweep
Goldberg adds that throughout the different online landscapes that have come and gone since PCH launched its brand online, "we have passed up short-buck opportunities in lead generation out of concern for managing the PCH brand properly, taking care of customers and protecting PCH for the long haul."
The permission-based data provides deep insights into not just retargeting of registrants and customers, but also the serving of relevant ads on PCH's various sites and targeting of third-party lead-generation offers. And because PCH turns to lead-generation sources to drive business for its own properties, Tripi states, it only works with companies that share its philosophy of rigorous compliance to white-hat practices. He adds that such stringent privacy and transparency policies are the reason for PCH's industry-leading email open rate (roughly 99 percent) and engagement rates (30 to 40 percent).
"We're in favor of ISPs moving to engagement-based delivery," Tripi says.
In another move to make its marketing efforts transparent to consumers, PCH has taken a leadership position in industry initiatives regarding self-regulation of online behavioral advertising. Participating in the Digital Advertising Alliance's program, PCH is tagging its behavior-based online ads with an "Advertising Choices" icon that links to an information page explaining how online behavioral advertising works, which provides consumers with a method for opting out of such targeting if they choose.
No Marketing Strategy
Is an Island
Without the proper corporate infrastructure, integrated direct marketing is just an industry buzzword.
"You've got to be sure the company is thinking multichannel every day … Look around and see that each area contributes to this multichannel environment and determine what impact they can have on the company's goals," says Goldberg.
Glantz agrees, pointing to the example of how important it is to keep even the finance department up to speed on the latest trends affecting the marketing strategy. When PCH wanted to pursue the out-of-the-box advertising campaign on AOL's site, he explains, the finance team was able to more easily evaluate its fiscal potential because they could see how such an idea fit into the overall business picture.