Mobile Version / Subscribe / Back Issues / About Us / Contact Us / Advertise

Thanks for choosing DMNews.com! Sign up for your FREE account now and join the thousands of other marketing professionals who rely on us for all the latest industry news and innovative ideas for direct and digital strategy. Simply fill out the fields below.

Keep me logged in Forgot your password?

Please wait...

Please wait...

Technique Articles

Make mobile measurement work for you

January 18, 2010

As mobile marketing gains traction, marketers are looking for the best ways to measure the channel and use the data it provides to build relationships with customers. Four mobile industry experts provide their tips
 

Fiscal recovery is no reason to ditch streamlining strategies

John Campo, John Campo, VP of postal relations, Pitney Bowes January 04, 2010

The "great recession" has dealt its share of challenges to the mailing industry, and mailers are hard-pressed to find good news these days. Fortunately, the US Postal Service delivered an early holiday present in December — there will be no increase in first-class postage in 2010.
 

Use several strategies, including change of address programs, to cut back on costs

Mike Yapuncich, VP, Experian January 04, 2010

Many mailers planned for a 2% to 3% increase in postage in 2010. The lack of a rate increase means many mailers can take advantage of the surplus budget to increase circulation, especially in acquisition and reactivation efforts. The key to doing this successfully is to "mail smarter."
 

Take advantage of drop-shipping, copalletization and commingling to save money

Rich Cicha, director of mailing services and logistics, Direct Group January 04, 2010

Ever since the Postal Accountability and Enhancement Act of 2006 became law, mailers have had two questions: "What's the Consumer Price Index?" and "How much additional postage will I now have to pay?" For the first time in many years, the USPS won't raise first-class or standard-mail postage rates in 2010. But savvy application of some postage-saving techniques could push even more cash to your bottom line while actually enhancing delivery.
 

Use rate freeze as a time to test new strategies and technologies

John Mabus, owner, Mabus Agency January 04, 2010

All of us direct mail junkies received an early holiday gift when USPS Postmaster General John Potter announced a postage rate freeze for 2010. According to a statement released in October, the Postal Service wants to build long-term direct mail revenue. I personally salute this decision as an economic development tool.
 

Get locale-specific with geo-targeting to drive online consumers to the store

Michael Kahn, SVP of marketing, Performics December 14, 2009

Marketers have long segmented their consumer base through geo-targeting at the country, state, city and ZIP code levels. In search, a retailer with a strong regional presence, like Modell's, can use geo-targeting to optimize campaigns in states where it is a strong brand separately from states where consumers are not as familiar with it. Now, a more "micro" type lets marketers fine-tune campaigns beyond simply selecting the states in which to serve ads.
 

To decrease wasted ROI, real-time analytics can help

David Selinger, CEO, RichRelevance December 14, 2009

Online marketers have invested heavily into sophisticated SEM and SEO techniques to drive traffic to their sites, and most are adept at creating and optimizing landing pages for a good percent of our audience. But there's not enough time in the day to create a custom landing page for every paid search term, and no one can control where a customer lands via organic search.
 

For a 360-degree view of customers, track everything from search to conversion

John McAteer, managing director, retail industry team, Google December 14, 2009

'Tis the season to analyze data. According to a survey by Google and Compete, consumers spent an increasing amount of time on retail sites as last year's holiday season progressed, with the most intense engagement occurring around Thanksgiving, Black Friday, Cyber Monday and post-Christmas weekends. During these weekends, consumers took time to research and take advantage of seasonal sales.
 

Using SEM in tandem with other DM efforts can help drive sales

Michael Mendenhall, SVP and CMO, HP December 14, 2009

Given the economic climate and consumers' reluctance to spend, one of the most important things you can do to drive e-commerce is integrate search with other marketing initiatives. Search is a great capture tool that can help boost the performance of other channels and net the created demand. Too often, marketing programs ignore the search component and end up creating a significant amount of demand which then is not captured.
 

Unleash the power of search and analytics

December 14, 2009

Web site visitor footprints, real-time analytics, geographic micro-targeting and search engine strategies can optimize your marketing efforts. Four experts share how to use these technologies to drive sales.
 
« Previous
Next »