Call us unblinking optimists, but we do believe we’re witnessing a sea-change in the way that marketers think about ROI.
After years of dodging the (multi) million-dollar question (What am I really getting for my money?), marketers are now taking some very deliberate steps to formulate an answer.
Corporations are digging …
BY: ROBERT W. BLY
Yes, according to a recent article in Deliver. But it should be obvious direct marketers aren’t hired to build a brand - but to execute profitable, measurable responses.
Marketers, the article states, must recognize both …
BY: MARY LORENCZ
You need a reminder to find the latest budget numbers, so you scribble it on a sticky note and tack it onto your computer. You ask a colleague for client contact info and leave …
BY: SHIRA G. GOODMAN, Staples EVP, Marketing
Staples was founded on the vision that direct marketing is a critical part of the marketing mix. This goes back 19 years, to when direct marketing wasn’t nearly as relevant, especially for a retailer. Direct mail is a very rich …
BY: Larry Kimmel
A crisis exists. It’s in advertising. Consumers are rejecting intrusive commercial messages en masse. Seventy-two percent of PVR owners skip through commercials. Sixty-four million Americans signed up for the Do-Not-Call list. CAN-SPAM is the law of the …
BY: DAN GRANTHAM
When you’re the world’s largest auto maker, your challenges are a little bit bigger. Sales goals? Bigger. Income targets? Bigger. Marketing budgets? You guessed it. So, if you can find efficiencies in that marketing budget, a better way to target the …
