Marketers continue to struggle to effectively reach seniors online. They are up against a fierce battle as studies show that many consumers over the age of 65 prefer offline communications and transactions. Yet, there's a growing population that favors the online space. In this omnichannel world, marketers must learn to segment seniors to respond to their individual needs. Here are six key insights to help build your engagement strategy.
The proposal to end the United States Postal Service’s door-to-door delivery service was approved by the House Oversight and Government Reform Committee on Wednesday in a 22 to 17 vote. The plan now heads to the House of Representatives. If the House Oversight and Government Reform Committee has its way, the USPS will eliminate to-the-door mail delivery and replace it with curbside and cluster box delivery. And that may have an effect on how merchants mail catalogs to prospects and customers alike. According to an article published by Reuters, the USPS began that change in service for Americans who move
To reach cold prospects among business audiences, sales and marketing teams often begin by developing a list of prospective targets. Marketers can find just about every target company, title and job function they need from traditional list suppliers. Plus, the Internet has made possible the introduction of some excellent new opportunities for identifying prospects at various stages of the buying cycle. Let's look at what's new in B-to-B lists these days
According to Epsilon's 2012 Holiday Trend Report, creating pre- and post-holiday strategies that leverage consumer segmentation strategies will help marketers break through the holiday noise and drive online and in-store purchases. Based on analysis of the 2011 holiday season, the research examines channel-specific trends, the days of the week and weeks that are best for reaching consumer, as well as how these trends compare to previous years.
According to Epsilon Targeting, the leading provider of consumer information for targeted marketing solutions, business-to-business and business-to-consumer sales are on the rise as households and businesses break from the restrained spending of 2009.
The most basic form of response tracking requires direct marketers to determine which promotions generate the most sales, orders or inquiries for lead generation. Tracking activity to the promotion that generated it has always been a challenge, especially for B-to-B marketers. The number and complexity of those challenges keeps increasing, but the payback is becoming even more attractive as the latest postage increase makes B-to-B print materials more costly. Fortunately, there are many options B-to-B marketers can use to gain insight into how different promotions perform. A Complex Process Business buyers range from purchasing agents at extremely large technical companies who place orders
In a red brick building in Salem, Mass., within a stone’s throw of the Atlantic coast, is a small company that uses local labor to handcraft a line of gourmet chocolates sold through multiple channels to customers worldwide. This company is demonstrating that a viable multichannel selling strategy needn’t be reserved for just the behemoths in direct marketing. Harbor Sweets sells its luxury confections via a catalog, Web site, e-mail campaigns, retail channels and wholesale accounts, including Whole Foods Markets. Its overall sales have been growing 10 percent annually in recent years, and its average order value has increased 6 percent since 2004. Not
Why should you consider B-to-B cooperative databases? Because they reduce the complexity of finding good prospects to mail. There are two kinds of cooperative databases available today: Abacus’ B2B Alliance and Experian’s B2B Base, which are of the membership type, and Direct Media’s Data Warehouse and Merit Direct’s MeritBase, which are list-specific options. It is important to put these prospecting sources into perspective. A few definitions and figures will give us a framework. As of January 2007, there are 301 million people living in the United States. From that total, 146 million are employed: 115 million work in non-farm, private sector jobs, and 22
A New Acquisition Tool Donnelley Marketing, an infoUSA company, and provider of proprietary business and consumer databases and sales leads, has launched SalesGenie Pro, a fully-supported, turnkey application for new customer acquisition for Fortune 1000 companies. Internet-based, SalesGenie Pro offers customer file maintenance and cleaning, as well as access to the Donnelley business file. Client files are securely stored, while offering instant file access to query, count, analyze and extract records for retention campaigns. For more information, visit www.infousa.com. Smooth E-mailing Abacus, the Lafayette, Colo.-based marketing solutions provider, has launched Abacus Email. The solution is designed to help marketers maximize the e-mail marketing channel by