6 better ways to drive conversion in direct mail and print Customers … why don’t they just do what we want? That would make direct marketing so much easier, wouldn’t it? Unfortunately, it’s not that easy. In today’s marketing climate—with so many choices, technological devices and brand messages bombarding the senses—it’s more difficult than ever […]
On an episode of AMC’s “Mad Men,” the irascible and ubiquitously intoxicated Roger Sterling prods the precocious Peggy Olsen to hire a new copywriter. Peggy cringes, concerned that the potential new Mad Man might be a little, well, mad. “Define crazy for a copywriter,” Roger retorts. “Sleeps all day? Disrespectful of authority? Drunk half the […]
Customers … why don’t they just do what we want? That would make direct marketing so much easier, wouldn’t it? Unfortunately, it’s not that easy. In today’s marketing climate—with so many choices, technological devices and brand messages bombarding the senses—it’s more difficult than ever to get customers to do anything, let alone what you want […]
No, I’m not a woman. But I do shop for women’s clothing. Huh? Let me clarify. My wife hates to shop. She simply refuses to buy things for herself (weird, I know). I, on the other hand, love to shop, especially for clothes (even weirder). So I end up doing all the shopping for her. […]
“Big Data” is a buzzword these days. More importantly, under the hood there have been new data emerging from so many sources, we are all scrambling to keep up. As new media channels have been born during the past decade, so have new databases that serve as repositories for all the new data. In some […]
For most merchants, online marketing offers a more favorable return on investment than offline marketing. In addition, it is much easier to track, analyze and plan for. If that is not enough, online marketing also happens in real time or close to it. On the other hand, offline marketing feels like watching grass grow in […]
Thousands of advertisers clamor for consumers’ precious time each day. These messages bombard their eyes and ears, each screaming for a few sacred seconds of attention. Catalogs compete for the same consideration, scattered amidst omnipresent television commercials, the Internet and whatever pops up on their smartphones. Once we get a catalog into their hands, how […]
Almost every marketer introduced a QR code, or at least toyed with the idea, in 2011. But have these two-dimensional Quick Response codes really moved the needle in terms of customer engagement? They are certainly easy and inexpensive to create, but merchants—in their rush to adopt the newest tactic—may be missing opportunities to acquire new […]
J.C. Penney is joining the ranks of legacy brands that have gone stale but willing to change the rules rather than follow the pack. Like a gecko changing the way people think about insurance or Apple changing the way we think about music, J.C. Penney is changing the way customers think about pricing. Keeping it […]