Direct marketers, take a bow. According to BusinessWeek, when digital ads lead to a phone call, conversions soar. Call advertising has been available for several years but has gotten a boost as smartphone sales take off. Less than a year ago, Google reported it was connecting millions of phone calls via click-to-call each month (where [...]
BOSTON–Direct marketers from agencies and client organizations near and far are in the house for their annual Direct Marketing Association confab. But that is not why I am here. I am here to geek out, thanks to an invite to speak on the future of paid content from the organizers of the first-ever Geekend Roadshow, [...]
Just last week in my Talent Zoo column, I wrote about the struggles of the US Postal Service and the fact that I’d recently come across some old handwritten letters, the kind I haven’t gotten in years. Now it appears Albuquerque agency McKee Wallwork Cleveland wants to bring back the handwritten letter, with a project [...]
Direct Mail isn’t sexy. Most people hate it, they call it “junk mail,” often for good reason. And it’s always been a less-than-desirable assignment for creatives. But a lot of money is still spent on direct, and the US Postal Service is dependent on it to survive. So what would direct mail look like in [...]
Susan Lyne, C.E.O. of the Gilt Groupe–a members-only, online seller of luxury brand goods at discount prices–spoke at a panel hosted by Financial Times in New York last week. Laura Hazard Owen of paidContent was there to hear what she had to say. “Personalization is probably the single thing you could focus on that will [...]
Direct mail is a huge portion of the ad business. Lots of people inside the business and outside love to hate it, but it often has a measurable effectiveness rate. Even in the Internet age, plenty of direct mail gets sent. It can be quite targeted, by demographics or neighborhoods, and often customized for the [...]
Direct marketers are directing people to their online stores, as more and more consumers forgo dialing a toll-free number and instead log on to complete their purchase. Sonia Makurdsik, a marketing consultant for Hampton Direct, which owns PajamaJeans, told The New York Times that 70 percent of nonstore sales came from online purchases as opposed [...]
As Editor of this fine publication, I get a lot of email. My email address is publicly displayed here, thus easily “harvested.” But here’s the thing, companies harvest my email and then subscribe to me their “opt-in” email newsletter, many of which come each week day. So, I end up opting out of something I [...]
“If your marketing is good enough, then selling becomes unnecessary.” -Peter Drucker Guy Kawasaki asked Dave Kerpen of award-winning social media agency Likeable Media how to be “more likeable online.” It’s a cheese-filled question, for sure, but that doesn’t bother me as much as the 10th of 10 suggestions on Kerpen’s list. 10. Don’t sell [...]
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