January 31, 2006
January 26, 2006
Seeking measurability and concrete ROI, more national marketers are shifting their dollars away from brand-building efforts to direct response promotional channels, according to a new study by New York-based strategic consulting firm Winterberry Group.
“It’s a continued affirmation of …
January 25, 2006
It’s a dilemma nearly every distribution center manager faces: To remain competitive, costs have to come down. But a number of factors are pushing costs in the opposite direction.
Fortunately, tools and techniques developed during the past few years …
January 18, 2006
Most marketers and marketing service providers believe that they or their clients will spend more on direct marketing this year than they had in 2005, according to a survey by global database marketer Alterian.
But the respondents said technology and legislative …
January 17, 2006
Recency/frequency/monetary value (RFM) models, a building block of direct marketing, work because shoppers who have bought recently or frequently are more likely than others to buy again in the near future. According to Mark Traverso, vice president of …More...
April 1, 2001
Consumers and marketers are becoming multichannel — leading to interest in retail lists
When renting names, catalogers used to shy away from retail lists. The reasoning was that people who shopped in stores weren’t necessarily likely to shop via mail. But …
January 12, 2006
Mixed blessing, double-edged sword, backhanded compliment… whatever metaphor you choose, having Google take an interest in your vertical space is not an unalloyed boon. On the one hand, it’s a confirmation that your space is officially hot. On the …More...
January 11, 2006
In the world of distribution, “fragmentation” describes fulfilling from more than one location. It is the opposite of “consolidation,” the act of bringing multiple points of distribution under one roof. You say you’ve never heard “fragmentation” used this way …More...
January 6, 2006