March 2007
|
|
DIRECT Newsline
|
| Class Mobility |
In mobile marketing, it's all about adding value. A Harris Interactive poll last fall found that 26% of users will accept ads on their cell phones if...
By Brian Quinton |
|
| Data Dilemmas |
Business-to-business databases have never been celebrated for their cleanliness. For starters, B-to-B data is complex and fast-changing. Customers conduct...
By Ruth P. Stevens and Bernice Grossman |
|
| East West Goes Postal |
East West Magazine will make its subscription-building direct mail debut at the end of this month, offering two free issues as an enticement for the...
By Larry Riggs |
|
| Letter Perfect |
Overstock.com has a tag line — “It's all about the O.” But with help from Teradata,...
By Richard H. Levey |
|
| Scare Tactics |
To the meek, managing content across multiple channels can be a daunting — one might even say scary — task. But Comcast wasn't afraid of...
By Beth Negus Viveiros |
|
Features
|
| Listline |
NEW LISTS Whyville.net Numedeon Inc. offers a file of 1.9 million children ages 8 to 15 who registered at the educational Web site
|
|
Op-Ed Columns
|
| Model Citizens |
It may be bad form to revive the old us-vs.-them fight between direct marketers and brand advertisers. We're all one big, happy family these days, right?...
RAY SCHULTZ |
|
| Whatever Happened to… |
If you're old enough…and that might be over age 25…you remember when double postcards were king of the hill in subscription mailings. You...
HERSCHELL GORDON LEWIS |
|
General
|
| Anglo-American |
It doesn't matter which side of the pond they're on. The first stop for most consumers planning a trip is the Internet. That's why VisitBritain, the...
By Beth Negus Viveiros |
|
| Back to Basics |
In this multichannel age, direct mail is still the largest single power in direct marketing. The U.S. Postal Service handled 102.5 billion pieces of...
By Bob Massie |
|
| Big Ideas for Microsites |
Bill Hanekamp is a huge fan of small Web sites. Technically, they're called microsites — small, self-contained Web destinations that are separate...
By Brian Quinton |
|
| Captive Audience, Captive DMers |
Earlier this year, guerrilla marketing agency Interference Inc. placed small digital displays of cartoon characters throughout several jumpy, post-9/11...
RICHARD H. LEVEY |
|
| Direct Asks… |
No question — Amazon.com. I know, it's a no-brainer, but they deserve the accolades. The site is...
|
|
| E-mail List Killers |
Deleting inactive addresses from a house file may be the last thing most traditional direct marketers would do, but it's becoming a necessity in e-mail....
By Ken Magill |
|
| Eastern Philosophy |
Mounting a successful integrated marketing effort is difficult enough. Throw in the additional hurdle of targeting a segment with a unique language and...
By Beth Negus Viveiros |
|
| Enter Here |
The goal of lead generation is simple: Get the greatest response from your marketing efforts by offering prospects the ability to contact you in any...
By James Obermayer |
|
| ETF Ad Weaves a Tangled Web |
Anybody here remember a certain pseudo-inspirational poster of yesteryear? It read: “They said it couldn't be done. So we didn't even try.”...
THOMAS L. COLLINS |
|
| Get to Know…NEMOA |
WHAT The New England Direct Marketing Association MEMBERSHIP About 300 catalogers and vendors. Suppliers are required to have two letters of recommendation...
Beth Negus Viveiros |
|
| Give the People What They Want |
No matter what medium your customers shop in, make sure you treat them well. Fifty-nine percent of respondents to a recent survey from Cambridge, MA-based...
Beth Negus Viveiros |
|
| Good Morning, Class |
Video may have killed the radio star, but it was a boon to the professor — the Video Professor, that is. The direct marketer of instructional computer...
Beth Negus Viveiros |
|
| Google's Parking Problems |
My list of the ways Google is like my hometown of Chicago comes down to one item: They both have parking problems that are rooted in history and long...
BRIAN QUINTON |
|
| Greetings, Earthling! |
Printers, envelope makers, lend me your ears. I come bearing good news: Direct mail is here to stay. I realized this as I re-searched a piece on greeting...
BETH NEGUS VIVEIROS |
|
| Handling Calls In-House |
If you're dialing into a call center from home, chances are you may be relaxing in pajamas and slippers. And chances are the reps you talk to may be...
By Beth Negus Viveiros |
|
| Leads for the Pack |
Everyone — from accountants to Web page designers to masseuses — needs to know how to sell their services. This is what C.J. Hayden wants...
Beth Negus Viveiros |
|
| Letters to the Editor |
JUST ONE THING… I think Herschell Gordon Lewis overlooks one issue in his excellent lambasting of fundraising letters that don't work — the...
|
|
| Managing Your E-mail Reputation |
E-mail reputation isn't just a technical issue among big e-mail service providers. As an e-mailer, your standing reflects on your brand and affects your...
By Rick Buck |
|
| No Booth? No Problem! |
Imagine you're exhibiting at a trade conference and your booth doesn't show. Bad news, right? Not necessarily. Jordan Ayan, CEO of e-mail service provider...
Ken Magill |
|
| See-Worthy Mobile Video |
Lots of things make mobile video campaigns tricky. Many current phones can't launch video clips automatically, and many wireless networks can't transmit...
Brian Quinton |
|
| Why Scottsdale? |
Want a limited picture of the Scottsdale, AZ tourism market? Examine the customer data from a single hotel or resort. Want a more rounded view? Combine...
By Richard H. Levey |
|
| Xanadu Excelsior |
At last, a residence for the clueless nouveau riche. The name? Luxuria. The audience? Rubes who want to trumpet — as garishly as possible —...
Ray Schultz |
|
| You Wouldn't Treat Your Most Productive Sales Rep This Way |
For those DMers who are still unconvinced that e-mail's a different animal than direct mail, look no further than the following pitch that arrived in...
KEN MAGILL |
|
