Direct Marketing White Papers

Direct Marketing Tip Sheet:50 Tips for More Effective & Efficient Campaigns - March 2010 -- Ryan Cote The Ballantine Corp.
This white paper tip sheet contains actionable advice from a wide variety of vendors with different capabilities and experience. Categories covered include creative, PURLs, email, mailing, envelopes and printing.

Direct Marketing Trends for 2010 - March 2010 -- Ryan Cote The Ballantine Corp.
This paper provides some insight into some trends that are expected in direct marketing for 2010, including speciﬁc trends related to lists, direct mail, and email marketing, based on the predictions of direct marketing industry experts.

Measuring Marketing Programs - A Primer - March 2010 -- Omer Lizotte HiWired Inc
There are many variables that must be considered when determining lift for a marketing campaign. Examining sales trends, seasonality, comparing averages of stores or products are just some of those elements. However, one of the problems becomes determining if what we observe is true movement due to the program or just normal noise. Parsing all of these externalities takes time and may prove difficult or costly.

Media Metrics Matrix - March 2010 -- Robert Blakeley WebMD
This document outlines a reporting model for media sites. This model allows for both horizontal comparisons (at a given level) and a vertical drill-down (or roll up). The metrics covered here are not the only metrics one can get or that are useful. Rather we are concerned with monitoring; monitoring the effect of changes made to the site or user behaviors over time. It focuses on the primary metrics used to report performance and improvement and the relationship between those metrics.

Call Tracking Simplified - March 2010 -- Mongoose Metrics Mongoose Metrics
Many marketers are frustrated with the current, limited methods of analyzing and measuring online to offline conversions. They believe today�s technology cannot deliver a complete picture of real sales-ready leads and this won�t justify online ad spending. Without call tracking there is no easy way to understand which online marketing efforts are driving phone calls.

Use of Online Social Networks - February 2010 -- Beresford ResearchBeresford Research
This survey initiative was undertaken to address a surprising lack of detailed public research on how people in the US over 18 years old are using online social networks.

Customer Centricity: The New Imperative - February 2010 -- Lavanya ManchikatlaREWAY Inc.
Information revolution of 21st century changed the dynamics of marketplace. Organizations are challenged with unprecedented complexity, intense competition and marketplace polarization. Today�s customers are more informed and more demanding than ever, forcing organizations to reorient their core strategies. To remain competitive, organization must deliver superior customer experience and gain distinctive edge over the rest. Customer-centricity is the cornerstone of competitive advantage and growth.

why Lead Generattion Fails - February 2010 -- RMIResponsemine Interactive
Lead Gen. CPA. CPL. Per Inquiry. Performance marketing. Affiliate marketing. Co-Reg. These are all terms that describe pay-for-performance marketing relationships, where you pay third party companies for each lead they send you. They often drive significant volume for call centers and other direct marketers, but more often, you end up paying for leads that don�t convert very well.

Targeting an Under-Marketed Opportunity in B2B - May 2009 -- John HoodMCH,Inc.
How to find the end users and true decision makers hidden by the institutional purchasing process.

Primer on DemandROMI ABMS - May 2009 -- Guy PowellDemandROMI
This document describes the methodology underlying DemandROMI ABMS (Agent-Based Modeling & Simulation) used to model consumer categories. It is based on a robust choice engine combined with a media information processing element to connect upper and mid funnel marketing to conversion. It describes how purchase intent is developed as a result of the brand's advertising activities and how these lead to an understanding of how consumers in segments make choices and purchase products. It shows how a consumer's past history with the brand is also incorporated into the model. This document also describes the process the model uses by which consumer segments develop value (utilities) based on their preferences for functional, emotional and price attributes. These preference weights and differences by segment deliver valuable information to support the brand in improving their messaging and targeting. It describes the underlying purchase funnel and how existing customers and new customers respond to marketing activities to drive conversion.

How Smart Brands are Beating The Recession with DRTV - April 2009 -- By Hawthorne Direct Hawthornedirect
The objective for this brief guide is to illuminate a fresh perspective of seeing opportunity within these trying times and provide you and your company with a tactical vision for thriving in the midst of a recession.

Beat Practices For Webinars - March 2009 -- By Real MagnetReal Magnet LLC
Even before the recession, webinars had emerged as a leading marketing tool. According to a 2008 study by Wainhouse Research, 94% of marketers plan to use webinars in some capacity in 2009. Gartner Research reports that U.S. businesses will more than double their spending on web conferencing in just 4 years, increasing to $1.6 billion by 2011. Very simply, webinars are proving to be an effective, less costly way to get visibility for your products and services at a time when spending on travel, trade shows, and traditional marketing programs is on the decline.

2008 EMail Marketing Strategies - June 2008 -- By Fred TabsharaniVidi Emi
Email marketing is more powerful than ever, with retailers reporting record online sales and using email to drive significant traffic.

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