BY: SCOTT MAY
As the judging chair for the Direct Marketing Association’s 2006 International ECHO Awards, I saw a number of terrific campaigns. Beyond exposing me to some great ideas, my judging experience gave me a whole new perspective on …
BY: JOYCE KAREL, Marketing Director CRM
Direct marketing has always been part of Whirlpool Corp.’s marketing mix, but it has traditionally taken a back seat to other mainstream media channels.
That’s no longer the case. Direct marketing has become a key component in the company’s overall marketing efforts within the …
BY: PATRICK O’CONNELL
I pay good money to get into the minds of my audience.
As good marketers, we all get to “enjoy” the focus group circuit. If, like me, you have a national audience, you need to hit up the high-stressed on the East Coast and the laid-backs on the …
By: Robert LaBanca
Lately, we’ve been hearing a lot of talk about relationship marketing: how opt-in e-mail and other tactics can help companies talk directly to their best customers with a tailored message that those customers …
Marketers as a breed are renowned for making some pretty wild-eyed predictions. Take the Internet, for ex-ample. A few years back, it wasn’t enough to quoth the cliché that the Web changes everything. In the view of our more opinionated brethren, it was going to be the killer app that, …
By: Shawn Dennis, Dell VP of Global Marketing
The idea of “direct” is central to the DNA of the Dell organization. As the company has evolved, the one consistent element has been direct. When Michael Dell started this company 22 years ago, he began with the notion of bringing computers …
