Target Marketing October 2013


Are You Qualified?

My wife always says, "Don't you have any tact?!" It's not what I say, it's how and when I say it. Ever have a moment like that? Where a relationship went terribly wrong—or right? In the end, how and when we choose to say words (to the other person) makes all the difference. LinkedIn profiles and group discussions work the same way. Your success doesn't hinge on what you say. Success depends on how and when you say it.

Boosting Search to Get Missing Kids Found

Barely more than a child herself, the teenage Old Navy employee excitedly taught kids about safety and their parents about how to prevent worst-case scenarios—missing kids. Seeing the teenager's joy told Marita Rodriguez, director of strategic partnerships at Alexandria, Va.-based nonprofit National Center for Missing and Exploited Children, that the September 2012 "Kids Safety Events" NCMEC and Old Navy partnered to produce were a success on many levels.

Data-Driven Sleuthing

David Ogilvy once said of direct marketers: "We sell, or else." Ogilvy was a very smart man. However, many of today's professionals still are not aware of how their marketing performs. They don't know if it sells or, if it does, they don't know why. This is why there is no substitute for evidence-based marketing. Evidence-based marketing can be defined as the combination of proven marketing methods with intensive and meticulous testing, all tied to the commitment of measuring the impact of each message in each medium.

Diamonds in the Rough

Social media is everywhere, and social intelligence continues to be a growth segment for businesses trying to make decisions from this source of "Big Data." But how do you know where to start looking for answers? Here are four tips on where marketers should start digging to find social insights that help meet business goals:

Direct Marketer of the Year: Sandy Carter

When editors chose her as Target Marketing magazine’s 2013 Direct Marketer of the Year, Carter’s title was Vice President, Social Business Evangelism and Sales at IBM. Now general manager, her new responsibilities are immense. IBM expects her to help its clients capitalize on their share of an estimated “$500 billion of opportunity by 2015” through Big Data, cloud, mobile, social and analytics “business ecosystems.”

Great Ideas Don't Make Money

Denny Hatch wrote a Famous Last Words column called "One-to-One Marketing and the 'Shot Heard 'Round the World.'" That was in the June 2001 issue of Target Marketing. By that time, the one-to-one ideas had been articulated in the seminal 1993 book "The One to One Future" by Don Peppers and Martha Rogers, Ph.D., and they formed the basis of the Peppers&Rogers Group's consulting.

Hook, Line and Sinker

Just because it's short doesn't mean writing effective teaser copy is easy. Creating teaser copy is part science, as well as part art. Good teasers make the difference between success and failure for emails, direct mail, even Twitter and blog posts. Long before I wrote outer envelope teasers for direct mail, I was an avid fan of those tantalizing blurbs on magazine covers like Glamour and <Seventeen, as well as my mother's Good Housekeeping and Ladies' Home Journal.I still love analyzing the words magazine editors so carefully choose for their front covers in an effort to entice me to buy and read their magazines.

Rethinking Resource Allocation

Money is an imperative marketing ingredient—you need it to drive sales. At the same time, money cannot guarantee success on its own. It is not only about how deep your marketing pockets are, but how you are going to invest that money.

State of the USPS

As direct marketers, we're closely watching the changes at the United States Postal Service. Discussions about full-service requirements, the consolidation of facilities, elimination of Saturday delivery, proposed exigent rate increases on top of the annual CPI-capped increases, and the ongoing battle over postal reform continue. The decisions made on these issues will have a lasting impact on mailers.

Study: Stop Stalling, Optimize Mobile

Read this research with only one tip in mind, marketers: Mobile-optimize your websites now. "Almost a third of website traffic now comes from mobile devices, up 73 percent from a year ago," reads the Aug. 14 announcement about the "Q2 2013 Mobile Website Traffic Report."

The Evolution of Data Governance in Marketing

In July, the Winterberry Group—in partnership with the Direct Marketing Association—released a whitepaper titled “The New Rules of

Use That Data!

Data is usually spoken in the context of collecting and organizing data, queries to gain intelligence and reporting to measure various key performance indicators. One rarely hears about data prowess together with creative design and marketing calls to action. This can only happen when both the left and right brain meet together in a combined environment.

We Was Robbed!

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."