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Mobile Ad Dollars Will Top Direct Mail Spending in Local Media for the First Time

For direct mail specialists, the shrinking of its slice of the ad spend pie is not a surprise. As with most things right now, the change in the category’s fortunes [...]

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Group Nine Media’s DTC Ad Solution Has Generated 7 Figures So Far

With G9 Direct, the publisher is going after performance budgets.

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Needed Again? The Ad Campaign That Saved New York

It’s midsummer, yet we are at a moment in time when tourism and travel ad campaigns are practically at a standstill, due to COVID-19 and our economic shutdown. Here in [...]

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Optichannel Marketing Campaigns Get an Additional Boost With Direct Mail

Not every brand has a big brand's marketing resources. Here's are two case studies in how optichannel marketing is being used at a more reasonable level of investment by real, [...]

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Great Customer Experience Starts With Your Marketing

How your brand engages prospects sets the tone for the entire customer relationship. Here are three things your marketing must do to show prospects that you understand how to treat [...]

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8 Direct Mail Enhancements, Other Than Paper, Finishing, Coating

Enhancing your direct mail through paper, finishing, and coatings are great, but there is one more category to discuss. And Part 4 in this series is about "other" direct mail [...]

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Marketers Know Time Is Money, So Why Do They Care About the Other 271 Things?

Benjamin Franklin, one of America’s founding fathers and a tireless worker, is credited with the expression “Time is Money.” And we all know how true that is. Especially when we [...]

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Have We Ruined 1:1 Marketing? How the Corner Grocer Became a Creepy Intruder

When Don Peppers and Martha Rogers wrote “The One to One Future: Building Relationships One Customer at a Time” in 1993, the Internet was a mere twinkle in Al Gore’s [...]

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Were Publishers the First DTC Brands? How 2 Areas of Marketing Align

DTC brands are hot entities. Practically any consumer product can be translated to a paid subscription business model. As a direct result, circulation and subscription marketing professionals have become very [...]

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The Challenge of a (Really) Short-Form Direct Response Ad

It’s challenging for direct response marketers to fit all of the key elements of a good direct response ad into the space of a Facebook ad, Instagram ad, or Twitter [...]

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Why You Are Missing Out Without Conversion Tracking

Which digital marketing channels are driving the most leads and sales for your business? Are any channels just wasting your budget? Without properly set up conversion tracking, there's no way [...]

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A 4-year-old Girl Shows the Power of a Strong Brand

Recently, I was reminded about the power of a strong brand by my 4-year-old granddaughter who told me, “You know how I can tell when there’s a McDonald’s close by? [...]

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Where Do You Start? Teaching Direct Marketing to College Students

What’s the best approach to engage college kids in understanding direct marketing? Principles first; metrics second? Or Metrics first; principles second?

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Nostalgic for the Future: Data That is ‘Close to You’

Last week, I had a dream — and in it, Karen Carpenter and I were friends. The following night, I had a similar dream — and this time it was [...]

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Direct Marketing Agency Triumphs Over ‘Mad Men’

“Wonder Who?” was not an unusual “Mad Men” reaction in 1960s when direct marketing agency Wunderman, Ricotta & Kline, already at the top of the direct mail and mail order [...]