Have you noticed how difficult it is to find a customer service phone number these days? They give you email, Chat, and links.
Read More
I've seen reputable reports that branding or positioning advertising works and generally agree with their conclusions. The only problem is that irrefutable proof of this comes only with the scientific method.
Read More
Skillfully merging your direct mail (a traditional medium) with digital can mean the difference between failure and success.
Read More
We hear a lot these about the negative effects of "intrusion advertising."
Disruption represents the strength of traditional media and by comparison, the largest weakness of social media as an acquisition tool.
They both have their place. But marketers should ponder this idea when developing their marketing strategies.
Read More
We tend to focus on the tasks, tactics and strategies marketers use rather than their role. Positioning products, branding the company, analyzing the competitive environment, creating the messaging, outbound combined with inbound marketing, establishing an effective CRM program -- all of these are generally how the job is done and not why the job may or may not be getting done.
Read More
Companies put enormous resources into positioning their products, backing warranties, training customer service staff, creating benefit driven collateral and other content only to drop the ball in the sales process.
Read More
They are realizing that strategically driven direct marketers had it right all along. It's not just about demand generation, positioning or branding as important as these all are
Read More
The volumes are low and the lists highly qualified. And that is in the area of Business-To-Business (B2B) lead generation for large ticket services or products.
Read More
Logo CopIf you have worked in direct marketing, then you have seen the Logo Cops in larger organizations destroy promising direct marketing campaigns.
Read More
The answer is partially "no" because today's branding advertising sells product harder than ever drawing closer to the direct marketing approach. Few clients allow their agencies to simply position the product.
Read More
As marketers, we sometimes get over-focused on the message because that is usually our primary area of responsibility. But branding requires the participation of the entire organization to create andfortify the brand.
Read More
In a recent article published in Response Magazine, Don Potter wrote the headline "Branding is Dead." He starts out by saying:
Read More