The experiences accumulated over my last 40 years in advertising have given me a bird’s eye view of the contrasts between direct and general advertising. These contrasts continue to assert themselves in the digital world where direct marketing plays such a pivotal role.
Read MoreFor decades, marketers believed that combining messages through many channels increased response rates. During my career, several tests proved that this strategy works most of the time.
Read MoreI see this in the job descriptions that specify channel expertise. Which one do I see the most often? Digital marketing. Think about the implications
Read MoreThe evaluation process highlights the primary difference between direct marketing and other strategies such as digital marketing.
Read MoreMarketing technology explodes. Virtually every customer interaction is captured in the Cloud. Customers expect companies to make relevant messages based on their buying habits with their favored brands.
Read MoreThe marketer must strive for simplicity and clarity. This probably means no more than three key strategies at one time each year. No group, regardless of how large it is, will sustain broad based focused efforts beyond this level of complexity at any one time.
Read MoreThe heavy hitter's primary toolMy network friend and I were discussing the status of advertising agency hiring in the US these days and how things have changed for both the good and the bad. We think this problem applies to any B-to-B sales involving high level corporate services.
Read MoreFor the company, a customer loyalty program strives to retain existing customers and increase the profits they bring with repeat purchases. The customer wants to save money by purchasing from the same company over and over again.
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