Direct Marketing | Print
-
Digital
There’s Beauty in Remnant Space
DermaPlus, an online marketer of genetically engineered skin-rejuvenation cream, has built up a customer base of about 6,000 primarily through direct
-
Digital
Gen Y Phones It In
A LITTLE TOLERANCE FOR THE younger generation, please: That brat walking just ahead of you staring obsessively at her cell phone may be accessing your
-
Direct Marketing | Print
The Water’s Fine
A MULTISOURCED prospect pool takes list-based business-to-business targeting to the next stage of sophistication and effectiveness. Rather than treating
-
Direct Marketing | Print
Humpty Dumpty Does DM
ARE ADVERTISING PLANNERS who fail to include eggs with direct mail, DRTV and magazine space ads in their channel mixes doing clients an injustice? Before
-
Direct Marketing | Print
The Right Combination
FRUSTRATED ABOUT HOW TO ATTRIBUTE CREDIT FOR SALES AND brand-building success? You’re not alone. It’s a hot topic given the amount of money spent on digital
-
Direct Marketing | Print
Faith and Metrics
If there’s one thing direct marketers know, it’s that you can’t take anything on faith. But they tend to forget that when marketing to the religious.
-
Digital
Web DMers Dreaming of a Green Christmas
CHRISTMAS MAY SEEM FAR off, but online direct marketers already are anticipating the season. They hope to pull in 20% of their 2006 revenue during the
-
Direct Marketing | Print
The First Syllable of Dogma
WE TEND TO REPEAT DOGMA BECAUSE IT’S THE easiest and in the absence of education most defendable argument we can mount. So when somebody asks us what
-
Direct Marketing | Print
On the Phone or Away From Your Desk? Don’t Tell Us About It
A while back, the United Nations estimated that spam cost the world’s economy $25 billion the preceding year in lost productivity and money spent protecting
-
Direct Marketing | Print
Too Cool
At first I wasn’t sure if this York air conditioner ad was weak enough to cry out for a makeover. After all, it does identify the product and mention a couple of sales points in the headline. It has nice pictures of the product, of happy people, and swatches showing the choice of colors.
But the more I studied and worked with it, the more I found lacking.