Target Marketing March 2015


6 Steps for Selecting an Enterprise Content Management Platform

There are thousands of content management systems (CMS) and content management platforms floating around the Web ( indexes over 1,200 content management applications). With so many choices, it can be difficult to decide what will work best for your organization. Here's a practical approach that can help marketers with budgets of all sizes select an appropriate content management platform.

Around the World: Email

Congratulations, email marketers! Even though A/B testing and personalization aren’t the most glamorous tactic, your efforts are the backbone of any marketing strategy, and it would seem that international marketers are taking note. According to a recently released survey from Mailjet, the impact of a good email campaign is being felt the world over.

Forcing Journalists to Be Flacks

Condé Nast is America's premier upmarket magazine publisher. Included in its distinguished stable are many legendary publications. Condé journalists are among the most skilled in the world.

Making Headlines. Literally.

Headlines are the one copy element almost every ad, email, brochure, blog post, whitepaper, landing page, self-mailer, postcard and Web page have in common. An irresistible headline is the lure that hooks your reader.

Media Usage Survey 2015

Direct marketing media budgets increased markedly last year, and they show no signs of backsliding in 2015, according to Target Marketing's "2015 Media Usage Survey." Respondents appear to be embracing opportunities in search and display advertising to introduce their brands to new customers in a way we haven't seen in years.

More Leads Move in, Fill Up Extra Space

Unlike the mother of a school friend who invoiced a 5-year-old British boy in January for not showing up to her child’s birthday party in December, Salt Lake City-based Extra Space Storage doesn’t hold grudges when Americans who’ve made reservations for units don’t follow through. Instead, the company’s marketers try to figure out what’s going wrong so they can fix it.

New Customers ... Now What?

The role of data within customer acquisition involves capturing and maintaining a record of the person or business that made a purchase. The basic information includes 1) who made the purchase, 2) when that purchase occurred, 3) what media channel the order was placed through and 4) the value of the purchase. Beyond the basics, there is a wealth of intelligence that can add value to customer acquisition programs. Above all, this record needs to be easily accessible for analysis in a query environment.

Ready for Your Close-Up?

During the first 20 years of the Web, content presentation was focused on text and graphics. Today, however, video is the fastest-growing content segment of the Internet. Online video has become an immovable part of the direct marketing industry.

Taking Wearables Seriously

The impact of mobile, connected and wearable devices—combined with digital and social media—has transformed how people engage with brands and make purchase decisions today. As a result, companies have to adapt how they approach many aspects of their businesses. Brands can take advantage of new consumer engagement opportunities that are beginning to exist across social media, content marketing and customer relationship management (CRM).

You've Got Nothing Without Trust: The Brian Williams Story

February was a bad month for media trust. “NBC Nightly News” anchor Brian Williams, perhaps America’s most trusted anchor, was caught in a decade-long fallacy about his helicopter coming under fire in Iraq.