By Beth Negus Viveiros and Brian Quinton
To celebrate the new year, the editors of Chief Marketer have compiled an educated (but fairly personal) list of the trends and tactics we expect to see driving marketing in 2012, and an equally informal list of the brands at the forefront of those efforts.
These aren't the only new initiatives around, nor are the 25 brands named here the only practitioners. In many cases, they're just executing particularly well on strategies that many are pursuing. But we expect them all to make for interesting watching in the months ahead— especially by their competitors.
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By Carol Lustig
Over the last few years, data marketers have gone to extreme lengths to cherry pick what they think is the perfect audience for each communication they send. But is this approach producing a profitable universe—or just a small one?
Here are a few questions to ask before drastically targeting within your potential data universe.
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By Richard H. Levey
Franchise Services Inc. brands Sir Speedy and PIP Printing and Marketing Services are using custom printed direct mail pieces to promote their range of services. "We're using PURLs to sell PURLs," says David Robidoux, vice president of marketing services.
The mailings showcase the companies' capabilities, like data services and creating QR codes and yes, personalized URLs. Ten times a year, the company drops around 160,000 mailers on behalf of between 350 and 400 franchises. Each piece is customized to an individual location, and each features PURL response mechanisms.
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By Chris DeMartine of NextMark for Chief Marketer
Each week, Chief Marketer and NextMark offer a selection of files new to market. Lists offered today include American College of Cardiology, D&B International Business, Eagle America, IT Executives from Euromoney U.S. and Painting Solutions Database.
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