According to a Forrester survey, only 7 percent of U.S. consumers think the marketing e-mails they receive are relevant. And only 10% of direct mail pieces...More
During the weeks leading up to a marketing effort, a top campaign strategist does everything possible to glean customer insight. Targets are segmented...More
Marketers may be active in multiple channels. But less than half use analytics to measure their campaigns, according to a new survey by Alterian....More
Direct marketers can't be blamed for thinking something's out of whack when it comes to what's flowing out of their coffers and what's trickling in. They're...More
The results are in and once again, return on investment from e-mail is astronomical compared with other direct marketing channels. But a drastic shift...More
Here's news that hasn't hit the wires: Kimberly-Clark, the maker of Kleenex, Scott, Cottonelle, Huggies, Viva and other brands, no longer thinks of television...More
Return with us now to 1992, when integrated database marketing was in its infancy. I wrote a column that year proclaiming that this new concept would...More
A customer buys a fire-engine-red sweater from your Web site. Then that person exchanges it at your retail store for something more subdued, perhaps in mauve.
Is the experience seamless? It should be....More
Customer relationship management (CRM) attempts to pull together a sense of reality in brand, relationships, and loyalty. But CRM requires a massive investment and organizational change to adopt more and more robust technology and processes....More
Every marketer bemoans the fact that engaging consumers is a more and more difficult task. They’ll try the traditional route (TV, magazines), the alphabet innovative conduit (IM, ISP, PDA, MP3), and every pathway in between....More
