Would Advertising Go Postal if the Post Office Disappeared?

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 […]

When Data Flows Freely Between Shopper And Online Store, Life Is Good

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 […]

What Would An Advertising World Without Direct Mail Look Like?

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 […]

Get TV Right And The Brand Can Go Long And Far

Nigel Hollis, chief global analyst at Millward Brown, writing in The Atlantic, argues that people are moved by the power of advertising, regardless of claims to the contrary. Successful advertising rarely succeeds through argument or calls to action. Instead, it creates positive memories and feelings that influence our behavior over time to encourage us to […]

“This Special TV Offer” Is Increasingly Realized Online

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 […]

How Are Your Email Relationships?

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 […]

Sell It Well

“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 […]

Surprise And Delight

Colle+McVoy is one of my favorite agencies. Their work is consistently excellent and they understand the art of public relations like no one else. I feel particularly well qualified to make that last statement, given that I’m assaulted by blunt PR objects all day long, Monday through Friday. Jen Stack, Director of Corporate Communications at […]