On the one hand, consumers want control over the media messages they receive. On the other, advertisers demand accountability for their investments. How do you serve those two needs? One way is to create a centralized hub for your integrated campaign: A microsite with a unique and easy-to-remember URL.
Right-to-die advocacy group Compassion & Choices is boosting direct mailings from four to six times a year despite the difficulty it's had getting conservative lists.
Earlier this year, NY Skyride was looking for a way to convey its high-tech pizzazz to Web visitors. It had to be snazzy and engaging: Competition for the Big Apple tourist dollar is tight, and NY Skyride, a 12-minute Imax tour of the city's landmarks housed on the second floor of the Empire State Building,…
We'd like to give a quick cheer to the Webby Awards, which held its 11th annual presentation last month with a rule we think should be standard: five-word acceptance speeches.
AutoZone Inc.'s new product look-up system for driving in-store sales will soon be tried on its Web site. The $6 billion company, which sells auto parts and accessories, has two customer segments: do-it-yourselfers and professional technicians. But it faced a challenge: How to make sure it had the exact parts customers needed.
Yes, most database marketers still rely on revenue and income to determine return on investment. But a growing number are measuring brand equity, especially those that sell to businesses, according to Direct's 2007 database marketing practices survey
Sure, all that newfangled new media is grand. But today we're here to pay tribute to the good old telephone the most versatile, flexible and consistently
My jaded heart recently skipped a beat when a truly cheesy self-mailer showed up in my mailbox. If there's no column next month, folks, it's because I've retired and am living off my investment in…uranium stocks.
Internet service providers use three main metrics to gauge a sender's reputation and determine how to process incoming e-mail.
Those in direct marketing know Frenzy by another name, Tom McCulloh, senior account manager with healthcare database firm SK&A Information Services. But aficionados of late '70s/early '80s punk know him as the lead singer of the band Tuff Darts.
