Latest opinions & Editorials

Targeting using improved affluence data

Ray Kingman, CEO, Genalytics September 03, 2008

Estimated income and other measures of affluence are often a driving force behind effective direct marketing campaigns. So what happens when your measures of affluence, namely income and home value, are simply inaccurate?
 

Ending internal marketing conflict

Chris Checco, division president, Customer Chemistry; Larry Mosiman, senior product marketing manager, SAS and Scott Radcliff, director, global communications practice, SAS September 03, 2008

In recent years, corporate marketing organizations have divided and subdivided into specialized units, such as acquisition, retention and revenue. These units all want to own the customer, and this fragmentation of the marketing function represents a serious threat to customer-focused excellence.
 

E-mail in a Web 2.0 world

Ryan Deutsch, director of strategic services, StrongMail Systems September 02, 2008

As Web 2.0 technologies make the Internet increasingly compelling and targeted, marketers are challenged to find better ways to customize and personalize their e-mail campaigns in a similar fashion.
 

Prominence of digital media brings measurability, accountability

Sharon Goldman September 01, 2008

Last Monday, I began my work week in a bit of a direct marketing funk. After all, I was still smarting from the fact that I didn't receive the text message from Barack Obama that I had signed up for (which I mentioned in my last editorial).
 

Winning with key mail moments

Sheila Eletto, VP, marketing communications, Pitney Bowes September 01, 2008

The recent focus on "customer experi­ence" has a lot of people revisiting Web site designs, call center processes and cus­tomer relationship management platforms. It also means looking closely at your direct mail programs to ensure they are keeping step with other go-to-market channels.
 

The danger in hostage marketing

Ernan Roman, president, Ernan Roman Direct Marketing Services September 01, 2008

The customer service experience is get­ting worse. Results from our Huffing­ton Post study indicate serious problems. Only 32% report that their customer service call center experience was positive.
 

Is social media really for everyone?

September 01, 2008

As social media gains popularity, it seems logical for brand and direct marketers to reach consumers on their favorite Web sites. Our experts disagree as to whether the time is right.
 

How can I use social networks to advance my career?

Mike Gamson, VP of corporate sales, LinkedIn September 01, 2008

Social networks give you an opportunity to control your online image, so be very thoughtful about what you put on your profile. Keep it professional and encourage others to write recommendations for you. Also, be specific about the work you've created and the skill sets you have.
 

In Circulation: Find your voice

Lauren Bell August 29, 2008

The publishing industry is grappling with a lot of issues right now, and circ marketers are right in the thick of things. With rapidly changing consumer habits, rising costs of paper and transport and an influx of new technologies and media, there are a million questions that need answering.
 

The case for disruption

Sara Holoubek August 29, 2008

Here I am, rounding the corner of 28th St. and Park Ave. in New York when, suddenly, I am hit by a guy coming at me with a flier for a local deli. A polite "no thank you" did no good — this last link in the marketing chain was listening to his iPod. Of all urban advertising vehicles, the people handing out fliers are definitely the most disruptive, much like a pop-up window that spawns an endless cycle of new pop-up windows.
 
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