MULTICHANNEL MERCHANT » MARKETING
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
The Boston Red Sox;
You can debate the existence of an
Toy manufacturer Hasbro sees the Internet in much the same way many business-to-consumer catalogers regarded it a decade ago: as a new sales opportunity.
With 14.5 million 12-month buyers available for rental or exchange during the first quarter of 2006, mixed-gender apparel catalogs those selling clothes
Matching a product with a box should be a simple task. After all, people have been sending things in corrugated cardboard for 116 years, and the entire