Strategy

5 Irrational Leaps Marketers Make Every Day — and How to Avoid Them
April 15, 2010

In April 13's "Direct Mail Testing in 2010 — Copy, Offer, Lists, Formats, Personalization and More" webinar, we heard from two prominent direct marketers — Grant Johnson, president of Johnson Direct and author of "Fairytale Marketing," and Steve Cuno, chairman of Response Agency and author of "Prove It Before You Promote It." Both have rosters of big and small clients that still test, and both discussed why testing is more important than ever in the current climate.

3 Ways to Strengthen the Web-to-Direct Mail Connection
April 15, 2010

When leading direct mail copywriters and direct marketers are asked if websites and landing pages need to be better synced with direct mail campaigns than ever before, the answer is an emphatic, "Yes." Bob Bly says, "Not properly syncing the landing page with the direct mail piece or email that brought the prospect there is the No. 1 destroyer of conversion rate."

InterACT! Conference Announces Advisory Board
March 25, 2010

(Weymouth, MA & Philadelphia, PA) March 22, 2010 - InfoTrends and North American Publishing Company (NAPCO) announced today the formation of an advisory board to provide industry insight for the 2010 InterACT! Conference. The event is scheduled for August 10-11, 2010 at the Crowne Plaza Chicago O’Hare in Rosemont, IL.

The New Mail: Look, Smell, Hear, Taste and Touch?!
March 18, 2010

Nothing beats direct mail for the impact of imagery. Not email, certainly. Perhaps not even video carries the drama of a vibrant, colorful photograph you can hold in your hands. Done right, you can almost taste it. That's what Cinnabon discovered last holiday season when it sent nearby businesses a giant poster displaying the company's delectable, gooey cinnamon buns.

MetLife Mature Market Institute's John N. Migliaccio on What Direct Marketers Should Know about Middle Boomers
March 17, 2010

Jan Brady may finally have come into her own. Research just out from the MetLife Mature Market Institute takes a closer look at what it terms the "middle boomers," comparing them to middle children who've long lived in the shadow of the older boomers. Much like Jan Brady, the character from the '70s ABC sitcom "The Brady Bunch," whose angst-ridden exclamation "Marcia, Marcia, Marcia" was felt by middle children everywhere, middle boomers need to be taken seriously as having needs of their own.

For Customer Care, Don't Only Rely on Social Networking
March 5, 2010

Companies are banking on Twitter and Facebook to be the saviors of their customer service and marketing. Self-appointed social media experts spend days praising each other's success stories and validating their jobs by spewing lofty answers as to why every company needs to hire experts to manage Twitter and Facebook accounts.

But are companies losing perspective? Is there more to making customers happy than counting Facebook Fans and Twitter followers?

DMA Names Robert Allen Interim President/CEO
February 4, 2010

February 4, 2010 — The Direct Marketing Association (DMA), the leading global trade association of businesses and nonprofit multichannel direct marketers, today named Robert (Bob) Allen, Interim President & CEO.  Mr. Allen, an award winning direct marketing executive, is the former President & CEO of The Vermont Country Store, a multichannel retailer of hard-to-find products.  He will assume the title of Interim President & CEO effective Friday, February 5, and be based in DMA's New York office.

 

How Can Marketers Measure Social Media Efforts?
January 13, 2010

Many marketers are dabbling in social media marketing, using high-traffic sites like Digg, StumbleUpon, LinkedIn and Facebook. Some are doing this because it's the latest buzz and they want to be a leader, not a laggard. But that's not a good enough reason.

SMBs to Spend More on Video, Social Networking in 2010
December 17, 2009

While email continues to be the most popular online marketing channel for small businesses, 28 percent of small business owners recently surveyed said they plan to spend more on online video in 2010, up 75 percent from last year.

When marketers and small business owners consider blogging they typically...
December 16, 2009

"When marketers and small business owners consider blogging, they typically worry about added complexity. For a small team already managing many different channels and campaigns, content development can be a daunting undertaking. It shouldn't be. A great business blog will actually help simplify your marketing program. Blogging is like elegant architecture - it accomplishes multiple functional goals with minimal structural elements."
-- Dec. 14, "10 Ways Blogging Will Simplify Your Marketing Program," posted by Rick Burnes, Hubspot Internet Marketing Blog