Chief Marketer Staff
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Developing an Effective Segmentation Scheme
In our last article (Customer Segmentation: Problems, Solutions, DIRECT, March 1), we defined the objective of a survey-developed attitudinal segmentation
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Slamming the Spam Scams
We’re not only cooking the goose that should be laying golden eggs. We’re throwing out the breasts and thighs and keeping the fat. The wishbone? It’s
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DMA Tells Catalogers How to Handle War
Catalogers are just as unsure of the future as everyone else. But they now have a tool to help them survive a war or calamity. The Direct Marketing Association
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Overture Doubles Minimum Price for Keywords
Search engine marketing firm Overture Services Inc. doubled its price for new or renewed keywords last month from 5 cents to 10 cents. Marketers are outraged,
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DIRECT listline
NEW LISTS Golf Warehouse This 290,000-name list identifies buyers who bought high-end golf merchandise with a credit card. The Golf Warehouse product
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E-mail Tests Waters for Direct
Plus Vision Corp. of America has found an effective way to test its direct mail and space ad messages: e-mail. More than just an element of the manufacturer’s
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News briefs from Directmag.com
Feb. 20, 2003 Direct mail advocates testifying before the President’s Commission on the U.S. Postal Service demanded far-reaching improvement in postal
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McDonald’s, Scholastic Launch Program
McDonald’s Corp. has budgeted about $1 million for a customized marketing campaign it will conduct with Scholastic Corp. Like a similar one last year,
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Points of Light
This is one of those stories that perhaps should be left untold. The sad little secret of this business is that not all direct marketers end up rich.
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How Consumer Attitudes Can Make or Break a DM Campaign
The biggest challenge in building a brand’s appeal isn’t how to attract consumers for whom brandings have no cachet; that answer is obvious. Instead,