To be successful, the innovative modular credit card program demanded a dramatic transformation of the bank’s marketing. Instead of product-focused campaigns developed over months, the new strategy required continuous marketing of product offerings through a variety of channels – statements, direct mail, telemarketing, direct- response TV, Web, e-mail, call center and IVR.
Continue reading…Archive for November, 2005
Get Inside the Mind of a Small Business Owner
There are 23 million small businesses in the United States with 500 or fewer employees, constituting 99.7 percent of all businesses, according to the Small Business Administration. And the best way to reach this $8.6 trillion market, according to a recent study, is through direct mail.
Continue reading…Bringing Technology to the Direct Market Dance
Direct marketers should be dancing in the streets. Why? Because the opportunities for their skills suddenly look limitless. I’m not talking about creative copy writing, graphic design or understanding of printing production, valuable though these are. I mean understanding marketing analytics – how to segment a market based on demographics or behavior, how to test [...]
Continue reading…Emotion is Key to Customer Behavior
Customer purchases involve emotional factors. And when you combine emotional response with transactional data, you get a clearer picture of consumer behavior – and the key to customer retention and satisfaction.
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