Editor’s Notes: Mighty Media Pairings
March 1, 2004

Forcing your direct mail package or free-standing insert into the cold, harsh world by itself is not the truest path to success in this brave, new age of direct marketing. Rather, enterprising companies continue to discover the effectiveness of channel integration to optimize response. For example, a shopping trip to the GAP Web site during last year’s holiday season revealed a smart cross-over strategy for turning the company’s TV commercials into Web sales. Instead of making visitors hunt high and low on its site to find, say, the sweater actress Amanda Peet modeled in the commercials, the GAP made a special section featuring this

The New B-to-B Fundamentals (1,907 words)
October 1, 2003

By John M. Coe ... Or How to Sell More by Spending Less For decades, sales and marketing communications groups coexisted as complementary but separate silos in most B-to-B companies. Marketing was responsible for advertising, collateral, public relations and trade shows. Sales was responsible for following up on leads generated by marketing, and selling the product or service to prospects and customers. The twain rarely met. In the 1990s companies began to qualify leads more aggressively, deploy outbound telemarketing, build marketing databases, and install sales and marketing software systems. Since sales revenues continued to grow and grow, we assumed that real progress was

Bridging the Gap
June 1, 2003

Target Marketing chats with B-to-B marketer of the year Richard Rosen about brand-interactive synergy Interview by Brian Howard To outside observers, the rivalry between brand and direct has at times resembled a bout between punch-drunk pugilists. Richard Rosen, president and CEO of direct marketing agency AlloyRed (formerly Rosen/Brown Direct), was named the first ever recipient of the DMA Business-to-Business council's B-to-B Marketer of the Year award, partly because he's a member of an emerging group of marketers who's trying to stop the brand-direct slug fest and bring in the love. He was granted his award at the Direct Marketing to Business Con-ference (DMB) in

Marketing to Teens (1,234 words)
April 1, 2003

By Paul Barbagallo Numbering more than 70 million people born between 1980 and 1996, Generation Y is the largest group of teenagers in American history, dwarfing even the baby boomers. Until the economic downturn of the last few years, their lives have been spent in a period of prosperity. Armed with cell phones, Walkmans and pagers, today's teenagers have grown up in the age of instant global communication, media saturation and material excess. "Several years ago, the country was in the tail end of a decade-long economic boom," says Michael Wood, vice president of Northbrook, IL-based market research firm Teenage Research Unlimited (TRU). "Even

Fitness Buffs
May 1, 2002

By Melissa Sepos She's the neighbor who gets up to run at 5:30 a.m., the mom who heads to kick-boxing class after dropping off the kids at school and the dad who plays in the basketball league from work. Fitness buffs are not just your garden-variety triathletes or Olympiads. Indeed, the fitness demographic is as diverse of a population as it is profitable. Last year several million consumers—about 30 percent of the U.S. adult population, according to statistics—spent more than $4 billion on exercise-related products. Who They Are Fitness buffs include people who regularly participate in recreational sports or exercise. Most tend

Internet Special Report--E-mail Done Right (1,783 words)
August 1, 2001

Best Practices for this exploding medium By Edward Fischer Done right, e-mail marketing can bring you new customers and more revenue at a lower cost than ever before. Done wrong, it can generate virtually no response. Worse, it can alienate, confuse or anger your current customers. About 536 billion e-mail messages were sent in the United States during 2000, according to New Century Communications. With about 100 million e-mail users in the United States, that comes to more than 5,000 messages per year, per person—or nearly 15 messages per user per day, every day of the year. Even if you're skeptical about the

On Target - Can You Guess Who I Am?
May 1, 2001

By Alicia Orr, Editor in Chief, Target Marketing think you know a person by what she buys? Think again. I for one appear on the subscriber files of publications from House & Garden and Vogue to Fortune, The Wall Street Journal and Dog Fancy. An avid catalog and Web shopper, lately I've bought furniture, household goods, gifts, kids' clothes and baby items. I also shop the 'Net for books and music (recent CD purchases include the Backstreet Boys, Dave Matthews Band and Faith Hill). Plus, my husband and I like to research and book vacations online. So who am I? Can you tell

Bridge the Gap Between Online and Off-line Customer Profiling (
November 1, 1999

by Mark T. Hesler In targeted and one-to-one marketing today, the conversation always revolves around a few subjects. Mass customization is one of the main mantras. Companies are being compelled today to engage customers in unprecedented levels of personalization. The rise of the Internet as a viable marketing and sales channel raises the bar even higher. Companies that succeed will do so because they've done a better job of understanding and integrating their customers' buying habits and preferences across multiple channels. This will become increasingly important as customers shift back and forth between traditional marketing channels to Web-based activities. Some very exciting technology