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MULTICHANNEL MERCHANT » MARKETING
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Back in the 1980s, industry consultant Don Libey recalls he told a group of direct marketers about this up-and-coming medium called the Internet and how it would change everything everyone had ever learned about the tactic
In recent years, an increasing number of direct marketers are turning to private prospect databases as a means to combat the external forces that spoil their customer acquisition efforts. For marketers who use direct mail to acquire customers, challenges include declining response rates, list fatigue, lack of new names, shortened campaign times, and the need for timely postcampaign metrics. Not too long in our past, we could have dialed up our modeling efforts, but even sophisticated modeling techniques have their limitations against these industry forces.
Targeting inactive customers is the business-to-business mailer
Persona-based marketing is part Hollywood characterization and part business analytics. It involves constructing a fictional customer
As I write this, most catalogers are in the final stages of constructing their holiday marketing and circulation plans. Here are a few of the top issues and concerns I hear from marketers as they prepare for this most important season.
Database marketing is approaching mind-boggling sophistication. But the tools to get the job done are actually becoming easier to use. So easy, in fact, that there
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You can debate the existence of an
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