A recent study by the Direct Mail Marketing Association found that nearly 70 percent of consumers prefer to receive announcements and information on new products from companies they are familiar with via conventional mail, versus [Read More]

Whether you’re writing a direct mail marketing piece, copy for your Web site, or a print advertisement, the familiar refrain in marketing is that it’s the message that matters. But more often than not, copywriting [Read More]

Even after a decade’s worth of experimentation, online advertising continues to befuddle many marketers and business owners. To help clear up the confusion, Joe Plummer, chief research officer of the Advertising Research Foundation (ARF) and [Read More]

Late summer is a busy season for trade shows and other industry events. A booth can be a great forum for sales lead generation and getting new customers — as long as key prospects attend. [Read More]

Traditional phone companies pioneered the directory concept, but it is now used by businesses in many industries to reach a target market, including specific ethnic and demographic groups and neighborhoods. There are now thousands of [Read More]

When it comes to building brand equity with customers, Tisch says, companies must embrace new strategic communication tools and deliver deeply rewarding experiences. [Read More]

The only ways to increase direct marketing ROI are to reduce the mailing cost of the direct mail offer, increase the response rate, or increase the size of the average order. There are many direct [Read More]

Take a good look at your favorite store on the corner. There is a 10 percent to 12 percent chance it will not be there next year, according to the Small Business Administration’s Office of [Read More]

Today’s world is filled with savvy consumers. They know how to find the best deals. They’re up on all the latest trends. And if there’s a hot new product on the market, they don’t want [Read More]

Perhaps the biggest demand from consumers these days is to have a say in how they engage with companies. Permission-based marketing was a good start, but it’s now insufficient. “Permission doesn’t get you to disclose [Read More]