Latest articles from DMNews Opinion and Editorial

How to integrate your marketing communications for high value

Wed, 15 Jul 2009 12:33:17 GMT

High value communications, including materials mandated by regulating agencies, are essential to conducting business. They must be readable, useful, timely and relevant to the recipient. Today, the tools and processes that are employed with targeted and database marketing are being pushed into the production and distribution of high value and critical communications.

Move beyond e-mail and take event-triggered marketing cross-channel

Tue, 14 Jul 2009 11:34:41 GMT

When marketers think about event-triggered marketing today, it's typically very one-dimensional: e-mail. An e-mail is automatically pushed to a customer when they abandon an online shopping cart or experience a technical difficulty on an e-commerce site. The process is fairly established and ripe for improvement.

Inbox Insider: Delivra, Message Systems partnership

Tue, 14 Jul 2009 11:31:25 GMT

E-mail marketing is not just about sending out good copy. Half of the battle is getting delivered and being compliant. It is no suprise that most e-mail service providers -- especially those who send large quantities of e-mail -- partner with delivery management services to put the task in the hands of deliverability experts. That enables them to focus on marketing.

E-mail: How to bridge the media fragmentation gap

Tue, 14 Jul 2009 10:29:04 GMT

Once, marketers didn't worry about media fragmentation in their marketing plans. Having only limited means to reach consumers made it easier to determine which form of media best fit their target audience. But with the array of new media now available, marketers can find their task overwhelming.

The priorities you should set before you prioritize SEM tactics

Mon, 13 Jul 2009 23:30:00 GMT

When a business considers using search engine marketing (SEM), the answer too quickly is, "Yes, of course." You ought to be there, right? It's among the least expensive of all online marketing tactics. But are you really well prepared for SEM? A few difficult questions might determine whether your SEM will succeed — even before a single cent is spent, keyword bid placed or optimization tactic pursued.

When it comes to search, everything that's old is new again

Mon, 13 Jul 2009 22:30:00 GMT

I'm reminded every day that the principles of classical marketing can be leveraged to make search into an even more powerful platform than it already is. For example, when I was a marketing cub in the consumer packaged goods industry back in the mid-1980s, I remember going to a seminar hosted by the promotions and marketing services staff of my company, put on for the benefit of the brand mangers. The seminar presented research the company had done on how to increase redemption rates for free-standing inserts.

Editorial: DMNews' special CRM edition

Mon, 13 Jul 2009 00:00:00 GMT

On every page in the July 13 edition of DMNews, you will get some key insights into data management and customer retention — issues critical to marketer's success and the future of the industry. But, there is another issue critical to securing direct marketing's future: advocacy for the industry itself.

Use data insights for new customers

Mon, 13 Jul 2009 00:00:00 GMT

New customers are either loyal advocates in training or a drain on company resources from the moment they land in the database. Taking the long-term view of customer acquisition programs helps you identify both types. Beyond sheer increases in database size, today's best marketers focus on the value of new customers, measuring it over the long term.

Maintaining loyalty well worth the effort

Mon, 13 Jul 2009 00:00:00 GMT

There's a saying in the business world: Customer acquisition is an investment, but profitability is built on customer retention. Now, it's more important than ever to keep the customers you have.

What do hiring managers seek in candidates when looking to fill a CRM position?

Mon, 13 Jul 2009 00:00:00 GMT

First, candidates should understand business challenges facing direct marketers. They must demonstrate knowledge of client pain points and illustrate ways they can help remedy these issues. A dual perspective is a valued commodity; managers preferred candidates who have worked on both the client and agency sides.