Direct Response Thinking for Decisions With Money Behind Them
These articles examine the questions that matter after the initial response: whether the economics are sound, the evidence deserves confidence, the customer journey is visible, and the result is strong enough to support more investment.
The focus is practical—Cost Per Sale, Cost Per Lead, customer value, testing discipline, targeting, CRM interpretation, creative evaluation, and the management decisions that connect them.
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Browse current thinking on direct response economics, testing, creative judgment, lead generation, customer intelligence, and profitable growth.
Why No New Posts Recently
My father passed away about a week ago, so I have not been able to write new posts recently. I should be able to begin writing posts in the next week or two. I know all of you understand.
In Web Design, You Have Two Targets -- Your Prospect AND Google
This implies that the look and feel rules when it comes to productive web sites. Most design studios do understand this expression includes navigation ease and in for many of them, they do create websites targeted to the client's ideal prospect. But all of this gets at most is only 50% of what it takes to make an effective web site
"The Whole World Is Going Online" Does Not Mean "The Whole Is Going Online Exclusively"
In the February 28, 2008 issue of DMNews, the "Gloves Off" section entitled "Could agency pitching move online?" featured opposing points of view on the topic. Joy Schwartz states her primary point with this comment.
CMO Turnover Problem Growing
In the "ExpertAdvice" section of the August 11 issue of DM News, Rick Linde wrote a thought provoking article about why CMO turnover has increased dramatically over the years.
Do Seasoned Direct Marketers Bring Anything to Online Marketing?
Here are some wise words from an unnamed direct marketer as a response to one of Bob Bly's posts dealing with whether "old school" direct marketers know how to use direct marketing techniques successfully online.
Advance Renewal Offers Kill Brands
Sometimes, we must look beyond pure response and look at what happens to our customer database when we continually insult them. Over time, the fickle customers stay and the committed ones jump ship.
Client Agency Industry Experience Not Essential
A MENG member recently surveyed other members about what they were looking for when selecting an advertising agency. To become a MENG member, marketers must have a present or past experience as an executive making at least a $160,000+ base salary
Recruiters Who Don't Follow Up Hurt Their Companies
In the past, I have always bent over backwards to support them. I ask them for their job profiles, review their client websites and ask them to describe the type of leader they are looking for
How to Avoid the Five Pitfalls of the Typical Marketing Plan
Professor Calkins establishes the premise that a lot of effort goes into their development, but most marketing plans contribute little to the growth of the organization.