You’re already aware that the field of direct marketing is becoming more “integrated” than ever, with new media like e-mail, social networking and mobile saddling up next to direct mail and other traditional channels. But did you know that more than 52 percent of all advertising expenditures in the U.S. have shifted from general advertising to direct marketing?
The most widely followed employment report in the direct marketing industry, distributed to thousands of agencies, service providers and direct marketing organizations, the Bernhart Associates Employment Survey is now in its eighth year. It tracks an industry that employs and directly supports 10.9 million jobs in the United States and accounts for approximately 10 percent of the total gross domestic product, according to the Direct Marketing Association.
The most widely followed employment report in the direct marketing industry, distributed to thousands of agencies, service providers and direct marketing organizations, the Bernhart Associates Employment Survey is now in its eighth year. It tracks an industry that employs and directly supports 10.9 million jobs in the United States, and accounts for approximately 10 percent of the total gross domestic product, according to the Direct Marketing Association.
A couple of months ago, in the thick of bad news involving political corruption, massive layoffs and disastrous winter storms, I made my way down Walnut Street in Philadelphia to meet a friend. Approaching a street corner, I noticed a homeless man sitting in front of a convenience store. As I leaned down to drop some change in his cup, a young woman emerged from the store and handed the man a hot dog box and some napkins. Turning away to cross the street, I happened to catch his reaction as he opened the box. “All right! She got me relish, too. You did good, girl!” he called after her. And just like that, I remembered how easy it can be to make someone’s day.
As online marketers' growth rates have slowed due to the stumbling economy, so too have their hiring plans. This was a key finding from the first exclusive eM+C/Bernhart Associates Employment Survey. eM+C is partnering with Bernhart Associates Executive Search, an Owatonna, Minn.-based executive search firm focusing on multichannel marketing, in what will become a regular feature in the magazine and on the eMarketingandCommerce.com Web site.
The Direct Marketing Association tends to pick experienced and successful direct marketers for its Hall of Fame. So Jan Brandt, one of four being inducted on Oct. 14 during DMA08 in Las Vegas, is no different. That's why marketers' ears perk up when she speaks.
Chief marketing officers are supposed to be concerned with finding and serving their companies’ target audiences. But with Spencer Stuart putting the average tenure of a CMO at just a little more than two years—compared to nearly four years for CEOs—many have got to be sweating about the imaginary bull’s-eyes on their backsides. A recent article in Investor’s Business Daily noted these stats and ventured a couple of theories as to why CMOs end up on the chopping block so quickly, including a poorly defined role, ignorance of new media and outdated skill sets in today’s digital world. Meanwhile, their employers want to see
At least a decade ago, I saw a cover line for an article in Fast Company magazine that literally stopped me in my tracks. It read, “The Brand Called You.” Written by top management consultant and business visionary Tom Peters, the article introduced a new concept in the world of business: You are a brand, and as such, do you know what you stand for and how others perceive you? Only four years into my career when I read the Peters article, I was still focused on learning the ins and outs of the products I worked on as well as those of the company
When you find yourself in the market for new employees, how you hire and who you hire can make or break your client base, and ultimately your business, according to Lee Kroll, president of Kroll Direct Marketing, a list management and brokerage firm based in Plainsboro, N.J. “Too many of us hire new employees without consideration for our clients,” Kroll says. “You have to ask yourself, ‘Will this person fit well into our work environment?’ and, “Will they be able to satisfy our clients’ needs right out of the gate?’ Remember, without your clients you don’t have a business, so when you hire a new
Customer data mining is a complex process that involves highly trained professionals. Some companies handle data mining in house, while others farm it out, and still others follow a hybrid solution. Which option is right for you? Here are some factors to consider when you’re making this difficult decision. What Can You Afford? Most mid-size to large direct marketers have an in-house data mining department to handle at least some of the analytics work. They feel it’s important to have total control of this critical function, and for the data miners to be continuously steeped in the business. Also, the cost of an in-house staff can