BY: PATRICK O’CONNELL
A colleague of mine works with a marketing message that targets a large audience. He has a huge budget, almost all of which is poured blindly into one medium — television. With ridiculous production costs and the high-profile (think C suite) approval process, he’s become a …
By: George Tannenbaum
I’ve always hated the term “junk mail.” As direct marketers, somewhere along the way we got a bad rap. No one ever refers to television commercials as “junk TV” or newspaper ads as “junk newsprint.” How is that …
That wailing and gnashing of teeth you were subjected to last month? Most likely traditional ad people crying into their champagne over the announcement that Draft Worldwide, a direct marketing company, would take over Foote, Cone & Belding, a traditional advertising firm.
While the move has shaken many in the advertising …
BY: MIKE BOYLSON, Chief Marketing Officer
As I look at our overall marketing, the more it becomes clear that customers are in control. Many of the mass-marketing vehicles like print and TV have become less effective because …
BY: Jeanne Bliss
The gig is up. Customers have our number, and they’ve had it. It’s just plain too much work to reap the benefits of a “loyalty program.”
THE COMPLEXITY RIGMAROLE
You may find it great that there are 1500 partners you’ve gotten free stuff …
Any marketer worth his or her salt can talk a great game (although this issue’s Market Mover Seth Godin might call it something not so nice). But once the talking’s done, every idea or campaign faces a point of no return, a Moment of Truth, when the potential for success, …
