So far, the legislation passed by Congress to bail out the financial services sector has provided only a marginal amount of comfort to consumers. The markets continue to see-saw, reports on the economic climate point to the need for more belt-tightening and consumers nervously wait to see how deep this financial trouble will go.
As boomers ease into retirement, Generation Y is rising on the heels of Generation X as the next wave of culture shapers and decision makers. Gen Yers fall between the ages of 14 and 31 years old and comprise about a quarter of the total U.S. population. Marketers may have reservations about sending direct mail to this tech-savvy group. “This is definitely a generation that is much more electronically driven, so I don’t think direct mail is really going to be in their sweet spot,” says J. Walker Smith, president of the Monitor Group, in Yankelovich’s Chapel Hill, N.C. office. For Gen Y, mail
It’s not a phrase you hear much about yet, but “attitudinal data framing” increasingly will be a strategy that direct marketers discover, and a few years down the road, possibly even rely on. I had the pleasure of hearing a joint presentation on the subject at the recent Direct Marketing Association’s (DMA) 2007 DM Days New York Conference & Expo. The topic was explored by Dave Griffith, director of consumer analytics at Madison, Wis.–based CUNA Mutual Group, a leading provider of financial services to credit unions and their members worldwide, and Mark Graham, senior vice president at Chapel Hill, N.C.–based marketing research firm and
Personalizing your marketing messages can be a great way to connect with prospects. But to be truly effective, personalization must go beyond a person’s name. It must address an individual’s needs, interests and desires. In addition to basic geographic and demographic data, there are myriad other types of data you can use to make your messages more relevant. Here, three experts explain the types of data that can be used to personalize marketing messages and a few ways to use these data to your advantage.
One of the most prominent topics in direct marketing today is ensuring that messaging to customers and prospects is relevant. As it relates to Hispanic marketing, cultural relevance has been trumpeted as the key to opening the door to this consumer group and keeping it open for effective customer retention. To get a better handle on what cultural relevance means to direct marketers, Target Marketing spoke with Sonya Suarez-Hammond, director of multicultural marketing insights at Yankelovich Inc., a consumer research firm in Chapel Hill, N.C. Target Marketing: What information can help marketers ensure their communication with Hispanic audiences is culturally relevant? Sonya Suarez-Hammond: Culturally appropriate marketing
Over the last few years, Craig Wood, like many of you, has noticed a disturbing current in the direct marketing world: Response is down, costs are up and the result is a decrease in the productivity of marketing efforts as a whole. Wood, who recently left his position as group president and head of the database division at Yankelovich to become founder and CEO of Chapel Hill, N.C.-based consultancy The Clarity Group, attributes much of this troubling trend to a rise in consumer resistance. But he also sees another emerging force, one with the ability to reverse some of this resistance: values-based marketing. Values-based marketing