Demand for merchandise from catalog marketers was up 1.6% in the second quarter, spurred by a 2.5% rise in catalog circulation, according to Stuart Rose, a managing director at Tully & Holland.
Marketers who focus their analytics efforts on prospecting are falling into a trap, argues Forrester Research's Srividya Sridharan. They place too much emphasis on channel-focused metrics, while giving short shrift to retention and long-term value measurements.
A new loyalty program from Aeropostale P.S. was created using two primary sources of input. Yes, the brand's marketing executives conducted tests and research. But they also asked their mothers. The program, P.S. Rewards, was launched in mid-July to boost the fortunes of Aeropostale's youth-focused brand. It was created more for the mothers who buy…
Marketing departments are hiring, at least as of mid-summer. Most-desired candidates include those who bring analytic skills to a variety of marketing functions, followed by those who understand the integrated nature of marketing.
A new direct mail prospecting package from Amnesty International offers a simple finding for marketers: Paper still works.
Whether Club Yogi Rewards, a two-year-old loyalty program which rewards campsite visitors, is smarter than the average bear remains unproven. But it's definitely smarter than the average discount program, especially Club Yogi, the one it replaced in April 2009.
Younger marketers’ use of e-mail, social and mobile channels is no surprise to anyone. But a channel use survey from Pitney Bowes did uncover another channel preference that was unexpected: Marketers under 35 are also more likely than other age groups to use direct mail in their marketing mix.
Poring through spreadsheets to isolate underperforming elements in a campaign is a useful exercise for marketers with the stomach for plumbing the depths of rows and columns of numbers, numbers, numbers. Which is fine, if one can wait for such reports to be run. But for in-campaign adjustments, for recognizing immediate problems or even determining…
Killing the print edition of its visitors guide may have been the best database-augmenting action Indiana’s South Shore Convention and Visitors Authority ever took. In doing so, the group put itself in a position to deliver better-qualified leads to its member organizations by focusing on online communication.
In reaching new moms, postal mail may be the best delivery channel for those who've recently delivered
