White Papers
Throughout the year, DMA posts papers on specific topics, relevant to the direct marketing industry. Find out how to submit a white paper.
Writing a Social Media RFP - White Paper - May 2010 -- http://theport.com/
The Port Network White Paper: Building Connections: How to Write a Top-Quality RFP When Building a Social Networking Platform
Nonprofit Social Network Benchmark Report - May 2010 -- http://theport.com/
NTEN, Common Knowledge, and ThePort Network offer this second annual installment of the Nonprofit Social Networking Benchmark Report.
Engaging and Growing Donors via Social Networks: White Paper - May 2010 -- http://theport.com/
The Port Network White Paper: To be successful, a fund-raising professional has to “meet” the donor where they are and provide avenues for the information and engagement donors increasingly demand.
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.
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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