Marketing ARCHIVE

Custom Prospect Databases: A Revolution, Not an Evolution  Jul 17, 2006 8:49 PM By Caryn L. Gray

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.

Six Steps for Reactivating Your B-to-B Names  Jul 17, 2006 8:08 PM By Tim Parry

Targeting inactive customers is the business-to-business mailer

Making Persona-Based Marketing Work in B-to-B  Jul 10, 2006 9:54 PM By MCM staff

Persona-based marketing is part Hollywood characterization and part business analytics. It involves constructing a fictional customer

How to Improve Response During Holiday 2006  Jul 10, 2006 9:44 PM By Steve Tamke

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.

How to Take Control of Database Marketing  Jul 10, 2006 9:37 PM By David Eldridge

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

Integrating Search and Traditional Marketing  Jul 06, 2006 7:19 PM By MCM staff

The Boston Red Sox;

MSpoke Puts Consumers behind the Wheel  Jul 06, 2006 6:37 PM By Brian Quinton

You can debate the existence of an

From partner to rival  Jul 01, 2006 9:30 PM By MCM staff

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.

Gender bender: mixed-apparel buyers show slip  Jul 01, 2006 9:30 PM By Sherry Chiger

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

MATCH GAME the packaging version  Jul 01, 2006 9:30 PM By Bennett Voyles

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






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