Q&As
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Agencies
Credit Card Sector Boosts Use of Direct Mail
Despite tighter marketing rules, direct mail use is on the upswing in the credit card sector.
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Agencies
Land Auctioneer Moves Online, Away From DR Print
Real estate auctioneer Myers Jackson is moving his prospecting efforts away from direct response space newspaper ads and into online media.
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Agencies
Corona Hides Codes in Pack to Run Up Summer Sales
Summertime equals beer and Corona Extra wants there to be plenty to go around. And, so, it has begun what it is calling its largest retail promotion to date for its Corona Extra and Corona Light brands.
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Agencies
Broker Roundtable: Minimizing the Impact of Do-Not-Track Legislation
Welcome to Broker Roundtable, where each week we ask list brokers to give their opinions on issues that matter to the marketing community. This week’s question: With do-not-track-type bills gaining steam in Congress, what can marketers do to minimize their impact?
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Agencies
Shopkick Partners with The CW to Offer Mobile Deals via TV Ads
When it comes to motivating users to become active in check-in services, discounts and deals are still uncharted territory. A recent survey of U.S.
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Agencies
Insert Media Tips and Best Practices
Considering using insert media? Here’s some tips you should keep in mind.
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Agencies
High Tech, Personalization Let Citi Refresh ThankYou Rewards Program
Citi has been actively innovating credit card rewards programs to make sure its cards are the ones consumers reach for when they make a purchase. The issuer has taken a multi-track approach, piloting new ways to customize point rewards but also testing some distinctly different ways to redeem those points.
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Agencies
Predictive Modeling Helps Focus Retention Marketing Resources
Is it possible to know one’s customers better than they themselves do? When it comes to next-purchase or defection behavior, marketers can use predictive modeling techniques to identify target populations most likely to respond positively to a variety of efforts.
Consider the contrast of a campaign focused with great precision through predictive modeling with a randomly targeted mailing. Predictive modeling might determine that the top 10 percent of customers by revenue represent the top 30 percent of customers likely to leave for a competitor. This information yields a readymade list of targets for retention efforts.
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Agencies
Time Warner Launches Hispanic DR, Social Effort
Time Warner Cable has launched a massive direct response television and print campaign promoting various services to Hispanic people.
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Agencies
First Class to no Class: Learning Loyalty from a Flight Attendant
No matter how much time and effort marketers pour into setting their loyalty program’s communications cadence or building the perfect awards structure, any earned brand loyalty can quickly disappear with one bad customer interaction. This reality hit me recently as I lived it—all because an airline moved me to first class.