Beth Negus Viveiros, Author at Chief Marketer

Broker Roundtable: Targeting Diverse Ethnic Segments

Welcome to Broker Roundtable, where each week we ask list brokers to give their opinions on issues that matter to the marketing community. This week’s question: As the U.S. gets more ethnically diverse, what are some tips to help marketers target various demographic segments?

Agencies

Time Warner Launches Hispanic DR, Social Effort

Time Warner Cable has launched a massive direct response television and print campaign promoting various services to Hispanic people.

Agencies

Unified Databases, E-mail Hygiene Pay Out For Eldorado Resorts

At Eldorado Resorts, databases talk to each other before talking to guests. These conversations keep members of its loyalty program from being bombarded with too many solicitations—or, even worse, with inappropriate messages.

This quantity control effort is relatively new. Up through the summer of 2010, Eldorado’s various business departments, including its restaurants, casinos, showrooms, concert venues and hotels, maintained unlinked databases. Because of this, individual properties—like the Eldorado and Silver Legacy Casinos in Nevada, and an Eldorado in Shreveport—didn’t have a complete view of the value of their customers.

Agencies

Retooling Your Marketing Strategy for Success in Emerging Global Markets

If it’s time for your company to review and retool its marketing strategy for emerging markets, here are some guidelines to get you started down the right path.

Email

New Bill Takes Permission Beyond Opt-in in EU

For email marketers operating in the European Union, getting permission will soon extend beyond getting customers to opt-in to letting them into the inbox.

Email

Email Timing: Consider Mailing on the Weekend

On behalf of Hubspot, social media specialist Dan Zarella looked at over 9.5 billion emails sent using MailChimp, analyzing clickthroughs, open rates and what times of day/week worked best.

Agencies

Why Marketing Should Control the Marketing Database, Not IT

I have been a direct and database marketing consultant since 1984. In all that time, one consistent verity is that most internal information technology departments think they can – and should – be responsible for the marketing database. In many instances, the IT department has no idea what it is talking about.

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