The Linchpin of Direct Mail and Email
August 21, 2012

In 1993, I was hired to consult with a law firm whose client was a major health magazine that got itself entangled in a nasty lawsuit. The backstory briefly: In a direct mail test circular, the magazine had purchased the rights to a series of four photographs of a man showing off his muscled body. These appeared as tiny illustrations deep in the middle of the brochure. The test was a success. The mailing was reprinted and mailed in the millions.

Mobile Landing Page Optimization: 10 Best Practices for Success
July 6, 2012

Landing pages can be used for PPC ads, mobile app downloads, promotional campaigns and more. Optimization tactics are intended to boost conversion, improve PPC quality scores and provide a better user experience. Yet with so many companies "not ready to do mobile," the mobile landing page experience has basically been ignored. With mobile Web use dramatically on the rise, marketers can no longer ignore the impact. There are more than 4 billion mobile phones on the planet and Google estimates by 2014 more people will use mobile phones than PCs to go online.

Is Frequency a Pay-off or Piss-off Strategy?
May 18, 2012

We've all heard about contact frequency strategies: Send (often) the same communications to your target audience repeatedly over a period of time. But if you continue to bombard your target over and over and over and over, does it really pay-off? Or does it just piss off your audience?

5 Ways Interactive Content Helps Publishers Pump Up Web Revenues
March 7, 2012

Are you searching for ways to increase site traffic, time on site, unique visitors and subscribers all with the goal of boosting site revenue? As you know, the way to do this is with great content—lots of it—and interactive content is some of the best.

6 Levels of Permission-Based Email: Marketers Find More Than Six Degrees of Separation Between Double Opt-in and Opt-out Lists
March 5, 2012

Asked not once, not twice, but three times if they genuinely want to learn more about Lenny Clarke's comedy and other events coming to the Palace Theatre in Manchester, N.H., more than 28,000 patrons say yes, they really do. Peter Ramsey, president and CEO of the theater, says during the past seven years, the Palace has been collecting email addresses from ticket holders then verifying their opt-ins twice, "so we'd get it right."

15 Case Studies to Get Your Client On Board With Social Media
August 30, 2011

In business, definitions are everywhere. They’re your first line of defense in mission statements, job descriptions, expense accounts, statements of work, accounting principles and the like. If you fail to define the parameters and jurisdiction of a tool or concept, you’ll be left with U.S. Supreme Court Justice Potter Stewart’s famous but ultimately vague application: “I know it when I see it.”

How to: Measure the ROI of a Content Marketing Strategy
July 5, 2011

Before the Internet put publishing and distribution tools in everyone’s hands for free, companies that wanted brand exposure paid for time and/or placement on a third party media property (radio ads, TV commercials, banners). Many still do, but a general shift is occurring online – away from outbound marketing and paid media, toward creating one’s own branded content and spreading that media across the social web.

Groupon Chooses the Vertica Analytics Platform to Power Deeper Insight into Subscriber and Customer Behavior
January 18, 2011

The Vertica Analytics Platform was selected after a rigorous evaluation process where Vertica excelled in meeting Groupon's requirements for parallel data loading, query performance and simplicity, as well as Vertica's ability to deploy on the Amazon Elastic Cloud Computing (EC2) offering. With the Vertica Analytics Platform, Groupon is in a position to analyze the relationships found among its extensive amounts of data, including the ability to associate revenue and other metrics to individual users. "As Groupon continues its rapid expansion into new markets, we see advanced analytics as a key component to achieving our subscription, revenue, and

ClickSquared Announces Selection As Cross-Channel Marketing Provider for Dallas Stars
January 12, 2011

Dallas Stars Select ClickSquared as Cross-Channel Marketing Provider We chose to work with ClickSquared because it offered one of the most advanced cross-channel marketing solutions in the professional sports industry... ClickSquared announced today that the Dallas Stars have selected them as their cross-channel marketing solution partner. ClickSquared’s SaaS (Software as a Service) marketing platform, Click 3G, will enable the Stars to create highly targeted and personalized fan communications as well as execute lifecycle-based marketing programs based on individual fan preferences. The cross-channel programs will help increase fan engagement, build long-term fan loyalty, and drive increased ticket, merchandise and sponsorship

F.C.C. Is Set to Regulate Net Access
December 21, 2010

The Federal Communications Commission appears poised to pass a controversial set of rules that broadly create two classes of Internet access, one for fixed-line providers and the other for the wireless Net.