American Express

American Express Mobilizes Rewards for Uber Rides to Drive Loyalty
June 11, 2014

American Express is boosting its membership rewards program by leveraging ride-sharing service Uber to create a mobile loyalty partnership, enabling Amex card members and Uber riders to use loyalty reward points seamlessly in-app and in real time for on-demand transportation. In what the companies are calling a "first-of-its-kind technology integration," Amex card holders who download the Uber iOS app and store their account on file will be

The Ad Future Won't Be Fun, But It Sure Will Be Efficient
May 15, 2014

American Express recently issued an RFP for ways to deliver 100 percent of its online ad spend programmatically, which would mean its costs would be priced and then content served automatically based on real-time audience analyses. In other words, it would allow computers to maximize return on the most algorithmically predictable consumer behaviors. This model of robots selling to automatons was meant more to challenge agency thinking than necessarily produce actionable plans and, as one of the top 10 online ad buyers in America, it was probably a bit of a shock. It got me asking a few questions,

5 Things You Can Do Today for Higher Conversions Tomorrow
April 16, 2014

Here are five tips you can utilize to boost your conversion rate, including featuring better photos on your website, improving call-to-action buttons, and building trust among consumers. Is your site as optimized for conversions as it should be? Even if you are constantly testing and optimizing, you probably still have room for improvement. But whether you are just getting started with optimization or have been at it for years, here are five easy changes that you can make to your website to boost conversions.

The Entertainment Problem in Marketing Today
February 11, 2014

While our human nature likes to be entertained, are we losing sight of the core reason most advertising and marketing is created? To sell more of our products and/or services. Research suggests that 50 percent of people tune into the Super Bowl just to watch the ads, and recent research by Communicus, a Tucson, Ariz.-based research firm, divulged that 80% of Super Bowl ads don't increase sales. Even worse, almost 60 percent of the ads the firm tested didn't even increase purchase intent, but they do entertain

Waiting for Justin
January 31, 2014

While watching The Grammy's on January 26, I became totally engaged with a new series of TV spots from MasterCard. In them, they suggest that a viewer may get a surprise visit from Justin Timberlake—a priceless surprise to be sure. Feeling optimistic, I quickly ran out to my front porch and made sure the light was on, the doorbell was working, and then I freshened up my lipstick 'cause hey, you never know.

Add-on Fees. Good or Bad?
December 10, 2013

Here is the headline and lede of The New York Times story about the Ryanair add-on fees uproar that triggered this column: "Ryanair, Scorned in Europe, Turns on the Charm." From the article: Charging 60 euros, or $82, for carry-on bags deemed too large to go in the cabin. Assessing a penalty of €70, or almost $100, for not checking in online. Bombarding passengers who take a 6:15 a.m. plane with in-flight announcements hawking everything, including snacks, lottery tickets and smokeless cigarettes. Michael O'Leary, the chief executive of the budget airline Ryanair, has vowed to address the criticisms that have made his carrier, Europe's biggest and most profitable, its most reviled.

Selling Secrets of Phone Users to Advertisers
October 8, 2013

Once, only hairdressers and bartenders knew people’s secrets. Now, smartphones know everything—where people go, what they search for, what they buy, what they do for fun and when they go to bed. That is why advertisers, and tech companies like Google and Facebook, are finding new, sophisticated ways to track people on their phones and reach them with individualized, hypertargeted ads. And they are doing it without cookies

We Was Robbed!
October 1, 2013

When I was seriously freelancing, people would ask me what I did for a living. I said, "I write junk mail." Frequently they would wrinkle their noses and look down them with contempt. "We hate junk mail." It was with great pleasure I would say, "What's more, at one point in my life I was the world's foremost authority on junk mail." And I would think, "So shove that up your wrinkled nose."

Spotlight on the Top 10 Mailers of 2013
September 1, 2013

With the help of Who's Mailing What! (WMW), we decided to take a closer look at the top 10 out of the Top 50 Mailers of 2013, which makes up Target Marketing's annual September cover story. In particular, one standout mailing campaign from each (although that's a challenge with catalogs, but we did our best!).

Complaining Customers Are the Best!
June 28, 2013

"Why isn’t it working? How can you fix this? Who can solve my problem?" By the time a customer asks these questions, chances are you’ve already lost them. Anyone who’s wasted time or money trying to right a wrong is less likely to buy from you again and probably won’t recommend your brand to others. That’s the bad news. The good news is that every annoyed, pissed-off, impatient query is also a gift. “Most dissatisfied customers will just sulk away from a company and never say what they really think,” writes author and small business consultant Barry Moltz for American