Marketing

Custom Prospect Database Solutions – Technology Implications

| Caryn L. Gray

In the third installment of this four-part series on building custom prospect databases, we’ll discuss how customized consumer prospect database systems require changes in how we leverage and apply technology to the process of customer acquisition. Specifically, we’ll explore where prospect databases are hosted and maintained, how data consolidations work if the house file is integrated in the prospecting solution, and how and by whom the “rental” data are accessed.

Future Trends in Interactive Marketing (and the Future is Now) — Part 1

| Josh Perlstein

Nobody debates that the Internet allows for the most cost-efficient, personalized, and effective communication with consumers. Online communication can support brand building and generate sales, individually and simultaneously. Perhaps equally important, the Internet allows for communication and sales tactics to be quickly, easily, and accurately measured and optimized.

Focus Your Direct Response Marketing for Lower Costs and Higher Response

| MCM staff

The complaint is a common one among companies that depend on direct mail and direct response marketing: “I’m sick of spending a fortune to send out thousands of full-color catalogs and mail pieces only to get a measly 1% response rate. How can I cut costs and find a more practical way to get my target market to respond to my direct mail and catalogs?”

List Leaders Debate InfoUSA

| Tim Parry

Donnelley Group president Ed Mallin was unable to attend a panel discussion at last week’s List Vision conference in New York, but that didn

Is Your Direct Marketing Business Growing?

| Jim Coogan

The comparing number of 12-month new-to-file buyers now against a year ago tells if you are continuing to acquire new buyers economically or if any revenue growth you may be experiencing is resulting exclusively from your preexisting customers.

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