A marketing chief for the NHL explains how direct mail assists the hockey league in hitting its goals.

Interview by: Lara Jensen

Sports fans can access content from any number of media outlets these days, so it can take some fancy maneuvering by marketers to target them effectively. Thus far, …

So quit making excuses and do it

“The ROI is hard to measure.”

That’s a common objection we hear from direct marketers to using the new class of online social media tools - blogs, user-generated video and digital networks - to supplement campaigns involving mail, TV and other channels. Measurement enthusiasts …

Put down that spreadsheet. Throw away that calculator. Demonstrating ROI for your marketing efforts could be a calculation so simple you can just as easily do it in your head.

As marketers, we often think of customer satisfaction as a very complicated issue, with varied factors and “touch points” influencing …

Jigsaw figured out the puzzle - multichannel marketing is where it’s at

By: Elaine Appleton Grant

Online business models may have taken a beating in recent years, but there’s always room for a cool idea. And what could be more cool than community-generated content? One recent success story in this …

Using a mobile phone as your response mechanism

BY: rick mathieson

Let’s face it: You’re asking a lot of us. Sure, your direct mail package is pure genius. Your list hits a bull’s-eye. And your offer is solid gold.

But what about that response mechanism? At today’s average 2 percent to …

Call us unblinking optimists, but we do believe we’re witnessing a sea-change in the way that marketers think about ROI.

After years of dodging the (multi) million-dollar question (What am I really getting for my money?), marketers are now taking some very deliberate steps to formulate an answer.

Corporations are digging deep …