Op-Ed Articles

Don't forget qualitative research

Steve Richardson, Director of communications, Qualitative Research Consultants Association July 21, 2008

Direct marketing programs can succeed or fail based on an often undervalued piece of the puzzle — customer motivation. Sure, some DM programs are driven solely by volume, but one marketing axiom is always true: The more you know and understand about your customers, the more likely they are to respond to your offer.
 

Fight negativity on your own terms

Joe Lovett, client services manager, iProspect July 21, 2008

Today, content comes in a variety of fla­vors. Some is positive, some is neutral, and some can be...well, downright negative. Often this less than flattering material appears in the form of blogs and reviews, and can be particularly damaging when visible on branded terms. So what's a marketer to do? Combat it.
 

Adapting your acquisition strategy

Thomas Berger, CEO, Cross Country Computer July 14, 2008

Marketers are making dramatic changes in acquisition strategy as rising costs threaten the most effective means of acquiring new buyers — direct mail.
 

Learn how prospects read mail

Dean Rieck, copywriter, Direct Creative June 30, 2008

I'm forever amazed at how out of touch some marketing people are with the way real people interact with ad messages. Take direct mail, for example. To hear some marketing gurus talk, you'd think people camped out beside their mailbox waiting for the mail truck to pull up.
 

Making mobile marketing matter

Evan Lazarus, SVP, Quigley-Simpson Interactive June 23, 2008

You've heard the hype, seen the numbers, and been wowed by the unbelievable growth of the new buzz word: Mobile. According to CTIA The Wireless Associa­tion, there are now 255 million US wireless subscribers — roughly 84% of the population.
 

Smart database use increases ROI

Daniel Stepanic, marketing director, C.TRAC Informa­tion Solutions June 16, 2008

Managing your data has never been more critical. Establishing a concept of data strategy and how it relates to your business can make all the difference in the world. While it can be hard to know where to get started, here are a few steps that can guide you along the way.
 

Use SEM to attract college crowd

Greg Titus, CEO, CourseAdvisor Inc. June 09, 2008

Rather than quantity, it seems quality has become the driving factor behind lead purchases for post-secondary schools. Tradi­tional direct marketing is giving way to more targeted messaging, with positive results. Forward-thinking marketers are focusing their efforts on smaller campaigns, using demographic targeting of those individuals most likely to respond.
 

Telemarketing to portable numbers

Joseph Sanscrainte, Attorney, Bryan Cave, LLP June 09, 2008

The last thing any telemarketer wants to hear a consumer say is, "Why are you calling me at 11pm?" Unfortunately, this is occurring more and more frequently. The use of wireless phones, along with the advent of number portability in 2003, has blurred the once clear connection between area code and geographic region in the US.
 

When free content isn't really free

Pat Weilmeier, director of marketing and communications, Vitrium Systems June 02, 2008

B-to-b marketing organizations that use whitepapers, case studies, data sheets and other PDF documents in their lead gen­eration campaigns want to capture as much information as possible from their readers. Unfortunately, many marketers seem deter­mined to take more than they give — few realizing that how much they take may not be as important as how they take it.
 

Focus DRTV on building brands

Doug Garnett, president, Atomic Direct June 02, 2008

I was saddened to read about the Sharper Image bankruptcy and that it has been forced to offer its assets for sale. But sadness aside, those of us in the direct business must take notice. Although Sharper Image's cam­paign is widely considered a great success, I believe poor brand execution in DRTV ultimately led to business failure.
 
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