The idea behind targeted marketing is to make your efforts more effective—to deliver more return for every dollar spent—by targeting people more likely to become your customers. For most marketers, the best place to start is with your current customers, who like your products and services and buy them repeatedly. So when looking for new customers, it only makes sense to target prospects who share key characteristics with your current customers.
To close out the year, the Target Marketing editorial staff reviewed all the content from the magazine, Today @ Target Marketing e-newsletter and blogs in 2013, hunting for some of the best marketing ideas and tips from our top experts to share with you.
If "data-driven marketing" could sport a manufacturer's label, it would be "Made in America," says Linda A. Woolley, the president and CEO of the Direct Marketing Association (DMA). But that's not the only reason U.S. legislators should support the practice, rather than trying to pass laws that will "muck around" with the industry that generated $156 billion in revenue and funded more than 675,000 jobs in 2012, she says, quoting statistics from research DMA released on Monday at DMA2013 in Chicago.
We are very pleased to share that the Direct Marketing Club of New York has chosen the Target Marketing Group for this year's corporate Silver Apple Award! We are delighted to be receiving such an honor alongside this year's impressive lineup of individual honorees (including a Golden Apple!).
The year is halfway through and you've seen the headlines cropping up everywhere regarding Big Data. If you're like me, you read the articles and you see flaws in the facts or in the conclusions drawn from the facts, and you're tempted to dismiss them. At this point, you may be breathing easier because your company hasn't been the subject of an article.
On Jan. 17, 2013, the U.S. Department of Health and Human Services (HHS) announced a final omnibus rule amending the Health Insurance Portability and Accountability Act of 1996 (HIPAA) in accordance with the HITECH Act of 2009. If you are a Covered Entity (CE) who has been dealing with HIPAA for years, you probably already know the implications of the new rule.
If you tried to follow privacy issues affecting direct marketing in 2012, you were looking everywhere. While there was no single major impact from legislation, there was agreement among the Federal Trade Commission (FTC), the White House and the Department of Commerce on the direction self-regulatory codes or legislation should take.
"It was 24 months ago that Facebook was the social darling and Google was search marketing, right? Google was the quintessential paid media and Facebook was the quintessential earned media," says Shawn Burns, worldwide head of digital marketing for SAP. "Now, Facebook's all paid and Google's social. How do you make media investment decisions in that environment if you're not doing high-end analytics to contribute to attribution modeling?"
At the Direct Marketing Association’s (DMA) NCDM Conference in Orlando, Florida, Linda A. Woolley, DMA’s acting president and CEO, led a panel of experts in a discussion of the current threats to the responsible collection of consumer data. Panelists included Tony Hadley, senior vice president of government affairs and public policy, Experian; Susan Fox, vice president, government relations, The Walt Disney Company; and Brooks Dobbs, CPO, KBM Group. Woolley emphasized the many benefits that consumers derive from the responsible use of Big Data. Consumers, she noted, have come to expect the ease, flexibility and efficiency it brings.