Strategy Driven

DECEMBER 19, 2010

This paper focuses on six myths that surround direct marketing best practices and discusses how you can use specific analytical techniques and tools to beat these myths, increase response rates and boost ROI. Click here for more information on Explode 6 Direct Marketing Myths. StrategyDriven effective executives, efficient employees Home About The StrategyDriven Organization Our Company Our Contributors Karen K. Juliano Howard T. Dickens Jr. Lucas D.

Technology 2

Technology Newsletter ROI Comparison 2

Women on Business

JANUARY 17, 2011

The same principles apply to e-marketing: before rolling out a campaign to a large audience, test it on a small one. How does their e-marketing supplement their traditional marketing? The same idea works for e-marketing. Has Email Marketing Become Obsolete?

Press Release 6

Press Release Discount PR Benchmarking 6

First Friday Book Synopsis

OCTOBER 5, 2013

A globally recognized innovation leader and futurist, Lisa founded futurethink in 2003 to provide a simple approach to the otherwise complicated topic of innovation. Working with leading brands such as Starwood, Merck, and Sprint, futurethink has become the largest source of innovation research, tools, and training curricula in the world. She is also the author […].

Wilde 2

Wilde Drucker Tools Review 2

Lead Change Blog

JULY 25, 2016

I encountered this kind of resistance in the early days of the Internet when I founded my last company, an online marketing agency, in 1998. At one conference I attended (the Direct Marketing Association, no less!)

CEO 97

CEO Short-term Leadership Agility 97

Great Leadership By Dan

JANUARY 16, 2014

Sure, you hope to avoid liability, investment, and market risks as you pursue your entrepreneurial dream, so you take steps to mitigate exposure. Decide: Choose a direction and jump. Innovation is announced in the marketplace through branding and marketing.

Succession 75

Succession Direct Marketing Entrepreneur Market Risk 75

Strategy Driven

MARCH 2, 2016

No longer a discretionary luxury, predictive analytics are now the name of the game for those who seek to utilize customer metrics in a meaningful way to establish a tremendous competitive advantage, gain notable market share and significantly boost bottom lines.

CRM 40

CRM System ROI Franchising 40

Strategy Driven

MAY 6, 2011

It may be: human resources, organizational development, training, technology, sales, marketing, advertising, public relations, coaching or financial management. There seems to be a need to change the direction of the organization.

Advertising 71

Advertising Industry Strategic Planning Benchmarking 71

Harvard Business Review

FEBRUARY 14, 2014

Marketing leaders are finding it difficult to acquire the right analytical talent. senior marketers believe they have the right talent. And yet analytic skill is a must for effective marketing. Results indicate that companies with above-average marketing analytics talent experienced significantly greater rates of marketing return on investment (MROI) than companies with below average analytics talent (+4.18% vs. +2.51%).

Marketing 7

Marketing Direct Marketing Company Retail 7

Harvard Business Review

JULY 15, 2014

Even if you don’t have to calculate CLV yourself (there are lots of tools that will do the math for you ), it’s important to understand the concept so you can decide whether to use it when making marketing and sales decisions. You can then decide on where to focus your marketing, product development, customer acquisition, and retention efforts. Now the question is how much do you spend marketing to your customers and how effective are your efforts? Customers Marketing

Discount 8

Discount Customer Loyalty Comparison Cost 8

Harvard Business Review

NOVEMBER 3, 2014

With over 1,000 companies trying to sell some type of marketing technology in over 40 categories, it’s not surprising that the most common word that marketers use to describe themselves is “overwhelmed.” Indeed, according to my research into 351 mid-market B2B companies , except for companies in software, the adoption rate of marketing technology is very low: companies in other industries are using a median of just 2 out of 9 major marketing technology programs that I identified.

CPM 9

CPM CRM B2B Content 9

N2Growth Blog

APRIL 4, 2011

Conversely, other executives change strategic direction when what they should do is demand better execution. As much as some of my direct marketing friends wish it weren’t so, there are certain inevitable truths that do exist in business.

Tactics 22

Tactics Strategy Short-term Strategic Planning 22

Harvard Business Review

AUGUST 4, 2017

On one side is the growing interest of brands in direct-to-consumer (D2C) models. A D2C initiative can involve one platform or many, depending on things like image, objectives, target audience, and what’s feasible in a given market. At Procter & Gamble, for instance, technology says it’s time to remind parents about Pampers, while analytics says that direct marketing is the best way to do it.

Apparel 4

Apparel Discount Loyalty Constraint 4

Women on Business

MARCH 4, 2011

Further, an outsider is more likely to think outside of the box when it comes to new and innovative ways to market your business. For example, a health food company may hire out to produce advertising copy and direct marketing pieces. A BETTER UNDERSTANDING OF THE TARGET MARKET. Businesses that succeed are businesses that grow and change along with their target market. Perhaps you want to launch a direct mail piece with fancy graphics or photography.

Outsourcing 21

Outsourcing Advertising Project Newsletter 21

Harvard Business Review

FEBRUARY 25, 2015

Penney’s recent announcement that it is resurrecting its print catalog reflects a trend of retailers returning to the print medium as an important sales and marketing tool. According to the Direct Marketing Association (DMA), catalog mailings grew in 2013 to 11.9

Brand 12

Brand Apparel Fashion Tactics 12

Harvard Business Review

OCTOBER 23, 2014

Let’s look at the Americas Field Marketing organization for Cisco Systems, as an example of this three-step process. They had organized tradeshows, delivered direct marketing, generated leads, and provided useful customer insights – the basics of a successful marketing organization. In the face of this new reality, the marketing leadership team realized that many of their traditional face-to-face activities were no longer sufficient.

Attrition 8

Attrition Marketing Project Loyalty 8

Harvard Business Review

SEPTEMBER 6, 2013

As a direct marketer we have been good at customer intimacy. What is more important to company success, a strong external focus on customer experiences or an internal focus on effective and efficient operations? Of course, it''s a false dichotomy — you need both.

Customer Intimacy 10

Customer Intimacy Operations Supply Chain Wireless 10

Harvard Business Review

AUGUST 21, 2014

If marketers want to produce content, they need to think like publishers. After all, content isn’t an extension of marketing, it’s an extension of publishing. were more profitable in the pre-digital age because of the fragmented broadcasting market, but they do make money today. I am hardly the only one to make that case , but skeptics are still vocal in their disagreement. Aren’t publishers failing?” they say. How can I hold up a struggling industry as a model?

EBITDA 7

EBITDA Venture Capitalist Venture Funding Magazine 7

Strategy Driven

NOVEMBER 27, 2011

Complimentary Resources information builders marketing and sales mobile marketing strategydrivenThe Truth About Mobile Business Intelligence : Five Common Myths Debunked by Information Builders, Inc.

TCO 2

TCO White Paper ROI Direct Marketing 2

Eric Jacobson

MAY 28, 2014

"The unexpected edge for entrepreneurial success starts with identifying a worthy risk, then having the courage to take it ," explains Tom Panaggio in his new book, The Risk Advantage : Embracing the Entrepreneur''s Unexpected Edge.

Entrepreneur 2

Entrepreneur Management Leadership Styles Direct Marketing 2

Harvard Business Review

JULY 24, 2015

Many authors appreciate the turnkey services publishers provide such as distribution, design, marketing, foreign rights sales, and editing. Would having a direct channel to consumers be irksome to Amazon, as well as the independent and chain bookstores with whom publishers work?

Audience 11

Audience Brand Long-term Short-term 11

Eric Jacobson

JANUARY 22, 2014

"The unexpected edge for entrepreneurial success starts with identifying a worthy risk, then having the courage to take it ," explains Tom Panaggio in his new book, The Risk Advantage : Embracing the Entrepreneur''s Unexpected Edge.

Direct Marketing 2

Direct Marketing Leadership Environment Succession 2

Harvard Business Review

MARCH 11, 2014

Technology-based companies can drive transformation in many existing markets of course – just look at the battles brewing between traditional taxi companies and Uber, a mobile app that connects passengers with drivers. In these markets if existing companies don’t rise to the innovation challenge, no one will. The program has been a roaring success, helping tens of thousands of patients in India and dramatically accelerating Medtronic’s growth in the market. “Why bother?”.

Venture Capitalist 7

Venture Capitalist Biotechnology Supply Chain Incubator 7

Harvard Business Review

MAY 31, 2013

The promise of digital marketing continues to grow as big data gets bigger and is turbo charged with mobile and social. In theory, digital marketing should be more precise and better than traditional analog marketing. So why is digital marketing still so ineffective?

ROI 8

ROI CRM Real Estate Benchmarking 8

Harvard Business Review

APRIL 19, 2017

In other words, business leaders have been dealing with the direct, market-based risks presented by major economic, technological, and demographic trends. Some people in advanced economies have benefited from these trends: those in a position to benefit from markets expanded by globalization, whose productivity has been increased by technology, or who can readily shift capital to where it is most productive. This wasn’t a matter of marketing alone.

Offshoring 4

Offshoring Supply Chain Technology Policies 4

Strategy Driven

JANUARY 18, 2012

How to Master Facebook Marketing in 10 Days. In HubSpot’s new eBook “How to Master Facebook Marketing in 10 Days” you’ll learn how to: Evaluate successful Facebook pages. Use Facebook’s analytics package ‘Insights’ Start garnering fans and customers who will spend real money as a result of your social marketing magic. Download the new eBook “ How to Master Facebook Marketing in 10 Days ” now! by HubSpot, Inc.

eBook 2

eBook Download Content Direct Marketing 2

Harvard Business Review

OCTOBER 18, 2012

If predictive analytics drawing on big data could accurately point to who in particular was about to jump ship, direct marketing dollars could be efficiently deployed to intervene, perhaps by offering those wavering customers new benefits or discounts.

Wireless 6

Wireless Film Attrition Advertising 6

Harvard Business Review

OCTOBER 20, 2015

Marketers have long known that stories capture consumers’ attention and they commonly weave storytelling into their marketing messages. In fact, while the total tourism market in Amsterdam grew 19 percent from 2009 to 2014, the Heineken Experience grew 143 percent.

Trout 5

Trout Storytelling Tourism Retail 5

CEO Blog

DECEMBER 27, 2010

Mostly it was inspiring because I like marketing and social media and this book is at the intersection of those fields. All companies can do is "help" guide and transparently contribute to help the brand move the right direction. Marketing cannot fix a bad product.

Ries 2

Ries Media eBook Reputation 2

Harvard Business Review

APRIL 1, 2013

I even thought we might induce them to choose us for their next spoof by doing three things: sharing fonts and templates to make it easy to mimic the graphic design; lending lists to help them direct-market to the people who would be most likely to buy; and giving them access to archives and editors so they'd get an up-close look at our worst excesses. Branding Online marketingThis year, more than ever before it seems, businesses got into the spirit of April Fools' Day.

ROI 2

ROI Committee Sports Magazine 2

Krishna De

JULY 12, 2011

I still find in my digital marketing training that few organisations have established a process for listening for feedback about their online reputation despite there being many free tools available. Import customer profiles and contact information to segment direct marketing efforts.

PR 1

PR CRM Review Tools 1

Strategy Driven

MAY 29, 2015

To succeed, it needs to be more than an advertising and direct marketing campaign. Business relationship building is considered an ongoing process, not a "once in awhile" action or marketing gimmick.

Execution 2

Execution Teamwork Participative Outsourcing 2

Harvard Business Review

MAY 8, 2015

For another, your company could alter its management structure or change directions. Ask your boss if you can sit in on an important meeting with higher-ups; ask the marketing team if you can tag along on a sales call with a prominent client.

Reputation 5

Reputation Committee Restructuring Case Study 5

Strategy Driven

FEBRUARY 3, 2012

Business development has occurred primarily by accident or through market demand. Some people in your organization will devote much time to promotions, public relations, marketing and advertising. Marketing Program. Direct marketing. Indirect marketing.

Guidelines 2

Guidelines Benchmarking Press Release Mission Statement 2

Harvard Business Review

NOVEMBER 23, 2011

They ask, "If we were a cable TV channel or a mass market magazine, what would our content, tone, and the experience we offered be? Sears is heading in this direction with cooking and fashion programming streamed from a live studio next to one of its stores onto YouTube, Facebook, and other social sites. Most marketing aims to make consumers aware of a solution or an aspiration they had not considered. Branding Marketing Retail

Retail 2

Retail Marketing Supply Chain Fashion 2

Strategy Driven

AUGUST 3, 2012

There seems to be a need to change the direction of the organization. To gauge the company’s future direction and avoid roadblocks to success, independent reviews must be conducted.

Goal 2

Goal Real Estate Industry Engineering 2

Harvard Business Review

JANUARY 26, 2011

We also engage candidates in a "raw-egg drop exercise," in which they work in teams to design a travel vessel for the egg (using only straws and tape), develop a marketing presentation to "sell" the trip the designed vessel will take the egg on, and then drop the vessel from about 10 feet. direct market tour operator of international vacations for older Americans, and co-author of Driving With No Brakes: How a Bunch of Hooligans Built the Best ravel Company in the World.

Management 1

Management Teamwork Travel Process 1

Harvard Business Review

OCTOBER 27, 2011

In essence, the more you listen to customers, the better you will serve them and the more they will sing your praises — doing your marketing for you. Companies can calculate and monitor their marketing talk-listen ratio — comparing the amount of time and money spent listening to customers to understand their needs with the amount spent telling them what the company has to offer them — but that raises the question of what the ratio should be.

Automotive 0

Automotive Benchmarking Advertising Sample 0

C-Level Strategies

AUGUST 19, 2010

And should we talk about hope – and how whatever we sell or market or create provides it in some small way for someone? Social Media is Surprisingly Similar to Direct Marketing Reply Lisa Petrilli August 19, 2010 at 12:52 pm Debra, I had no idea…I am so deeply, deeply sorry.

Conference 2

Conference Mayo Proposal Benchmarking 2

Harvard Business Review

NOVEMBER 3, 2014

With over 1,000 companies trying to sell some type of marketing technology in over 40 categories, it’s not surprising that the most common word that marketers use to describe themselves is “overwhelmed.” Indeed, according to my research into 351 mid-market B2B companies , except for companies in software, the adoption rate of marketing technology is very low: companies in other industries are using a median of just 2 out of 9 major marketing technology programs that I identified.

Technology 0

Technology Marketing Company CPM 0

Harvard Business Review

APRIL 29, 2011

We were both losing in the lucrative high-end market segment. We finally decided set up a strategic partnership with a joint product to capture this elusive segment of the market. As a result of our increased coverage and wider range of solutions, we both gained revenue and credibility, while reducing marketing and development. This example is only the first of six approaches for coopetition, with potential wins for both sides: Best of both creates a new market.

Strategy 0

Strategy Venture Funding Travel Magazine 0