LEAD PMI description http://www.LEAD-PMI.com/ With more than 38% of mobile phone subscribers, Android isn't just another operating system anymore. Here's how to make the most of it when marketing to Smartphone users. http://www.LEADPMI.com/article.asp?article=128 http://www.LEADPMI.com/article.asp?article=128 http://www.LEADPMI.com/article.asp?article=128#comments Tue, 03 Jan 2012 00:00:00 GMT Marketers need to take efficiency into account as seriously as manufacturers do. Achieving more with less is always worth aiming for. http://www.LEADPMI.com/article.asp?article=129 http://www.LEADPMI.com/article.asp?article=129 http://www.LEADPMI.com/article.asp?article=129#comments Mon, 02 Jan 2012 00:00:00 GMT When testing offers, marketers often miss the bigger picture - that is, how the marketing offer relates to the sales method. A more integrated approach can provide better understanding for you and greater response from your programs. http://www.LEADPMI.com/article.asp?article=130 http://www.LEADPMI.com/article.asp?article=130 http://www.LEADPMI.com/article.asp?article=130#comments Sun, 01 Jan 2012 00:00:00 GMT Marketers have fallen in love with online behavioral targeting, but direct/digital marketers have another tool that's far more scalable than waiting for your prospect to click the "buy it now:" button. http://www.LEADPMI.com/article.asp?article=125 http://www.LEADPMI.com/article.asp?article=125 http://www.LEADPMI.com/article.asp?article=125#comments Thu, 08 Dec 2011 00:00:00 GMT In the past two issues, we've been discussing how to create a win-back strategy for lost customers. We began with segmentation. Last month we talked about some marketing strategies to consider. Now let's talk budget. http://www.LEADPMI.com/article.asp?article=126 http://www.LEADPMI.com/article.asp?article=126 http://www.LEADPMI.com/article.asp?article=126#comments Tue, 06 Dec 2011 00:00:00 GMT IWhether your leads come in online or off, it's essential that the handoff from marketing to sales goes well. Use these tips to make sure your lead handoffs are smooth and crisp. http://www.LEADPMI.com/article.asp?article=127 http://www.LEADPMI.com/article.asp?article=127 http://www.LEADPMI.com/article.asp?article=127#comments Sun, 04 Dec 2011 00:00:00 GMT Keeping up with the ever-changing landscape of email clients and software is a constant challenge for any marketer. We've compiled a quick list of best practices to keep your campaigns error-free, legally compliant and optimized for delivery. http://www.LEADPMI.com/article.asp?article=122 http://www.LEADPMI.com/article.asp?article=122 http://www.LEADPMI.com/article.asp?article=122#comments Wed, 16 Nov 2011 00:00:00 GMT Last month in this publication, we showed you how to start the process of creating a win-back strategy for lost customers. Take a peek at the next steps here.  http://www.LEADPMI.com/article.asp?article=123 http://www.LEADPMI.com/article.asp?article=123 http://www.LEADPMI.com/article.asp?article=123#comments Mon, 14 Nov 2011 00:00:00 GMT Biz Stone presented at the DMA and gave our blogger several things to think about. Here are a few. http://www.LEADPMI.com/article.asp?article=124 http://www.LEADPMI.com/article.asp?article=124 http://www.LEADPMI.com/article.asp?article=124#comments Sat, 12 Nov 2011 00:00:00 GMT Looking for great ideas to test? Here are five clever ideas to diversify your tests. http://www.LEADPMI.com/article.asp?article=119 http://www.LEADPMI.com/article.asp?article=119 http://www.LEADPMI.com/article.asp?article=119#comments Tue, 18 Oct 2011 00:00:00 GMT You already have enough information to make an educated guess about why a customer has left you. Take a look at this strategy for winning back the ones you can. http://www.LEADPMI.com/article.asp?article=120 http://www.LEADPMI.com/article.asp?article=120 http://www.LEADPMI.com/article.asp?article=120#comments Sun, 16 Oct 2011 00:00:00 GMT The era of agency specialization has reached its inevitable conclusion. It's time for the pendulum to swing back. http://www.LEADPMI.com/article.asp?article=121 http://www.LEADPMI.com/article.asp?article=121 http://www.LEADPMI.com/article.asp?article=121#comments Fri, 14 Oct 2011 00:00:00 GMT Spyro Kourtis will present "Which Medium Works: Multichannel Testing For High-Performance Results" at the DMA's 2011 Convention - sharing insights into the "new and improved" integration. Here's what that means. http://www.LEADPMI.com/article.asp?article=116 http://www.LEADPMI.com/article.asp?article=116 http://www.LEADPMI.com/article.asp?article=116#comments Tue, 20 Sep 2011 00:00:00 GMT Tom Reid will be speaking at DMA 2011 with our client Michael Meadows of Highmark. Their session, "Take the Risk Out of Starting Over in Healthcare Marketing," was among the top sessions at DMA2010 and is back this year by popular demand. Here's a sample of what you'll learn http://www.LEADPMI.com/article.asp?article=117 http://www.LEADPMI.com/article.asp?article=117 http://www.LEADPMI.com/article.asp?article=117#comments Sun, 18 Sep 2011 00:00:00 GMT This is the story of how Hacker Group and AT&T have honed the skill of finding the best product to sell to the best person in the best sales channel using the most effective sales vehicle. Here are two of the takeaways. http://www.LEADPMI.com/article.asp?article=118 http://www.LEADPMI.com/article.asp?article=118 http://www.LEADPMI.com/article.asp?article=118#comments Fri, 16 Sep 2011 00:00:00 GMT When you create a site from scratch, some of the hardest work is the planning, not the development. We recently created an immense site (described in last month's newsletter) and we thought we'd walk you through the process of managing the creation of a site as big as, say, D http://www.LEADPMI.com/article.asp?article=113 http://www.LEADPMI.com/article.asp?article=113 http://www.LEADPMI.com/article.asp?article=113#comments Tue, 23 Aug 2011 00:00:00 GMT With few exceptions, one strategy holds true when developing your email call to action (CTA) strategy. It definitely pays to be a tease and to use copy-light creative approaches. Here's why. http://www.LEADPMI.com/article.asp?article=114 http://www.LEADPMI.com/article.asp?article=114 http://www.LEADPMI.com/article.asp?article=114#comments Mon, 22 Aug 2011 00:00:00 GMT In the overall marketing landscape, no doubt mobile marketing is one of the fastest-evolving disciplines. With so many new trends coming to the fore, it's easy for marketers to be lured by the latest hype or cool app launch. Here's a real-deal technology to get in fron http://www.LEADPMI.com/article.asp?article=115 http://www.LEADPMI.com/article.asp?article=115 http://www.LEADPMI.com/article.asp?article=115#comments Sun, 21 Aug 2011 00:00:00 GMT Marketers aren't taking full advantage of their video opportunities. With that in mind, we're presenting a half dozen ideas for when and where video makes sense for marketing. We hope this starts your creative juices flowing! http://www.LEADPMI.com/article.asp?article=110 http://www.LEADPMI.com/article.asp?article=110 http://www.LEADPMI.com/article.asp?article=110#comments Fri, 15 Jul 2011 00:00:00 GMT The sales dialog is very much like a courtship. When you analyze where your sales are coming from, you'll see that you can achieve a much better chance of a sale if you manage the level of intrigue carefully. http://www.LEADPMI.com/article.asp?article=111 http://www.LEADPMI.com/article.asp?article=111 http://www.LEADPMI.com/article.asp?article=111#comments Wed, 13 Jul 2011 00:00:00 GMT A national corporation recently launched an immense website developed on a fast track over the course of six months. It allows retail managers to create and implement marketing for their region, whenever they need a push in retail traffic. Here's what the site build entailed. http://www.LEADPMI.com/article.asp?article=112 http://www.LEADPMI.com/article.asp?article=112 http://www.LEADPMI.com/article.asp?article=112#comments Mon, 11 Jul 2011 00:00:00 GMT Copywriting for mobile display advertising is an art. Once all the client mandatories are in place, there is little room for poetry. Yet the idea must sing. Just like a haiku. http://www.LEADPMI.com/article.asp?article=107 http://www.LEADPMI.com/article.asp?article=107 http://www.LEADPMI.com/article.asp?article=107#comments Mon, 06 Jun 2011 00:00:00 GMT Recently, a client asked our opinion about sending prospects to a corporate branded Facebook page as one of our calls to action. My response was, "With the right incentive, I'm confident we could use offline marketing to drive traffic to Facebook. However, I question whethe http://www.LEADPMI.com/article.asp?article=108 http://www.LEADPMI.com/article.asp?article=108 http://www.LEADPMI.com/article.asp?article=108#comments Fri, 03 Jun 2011 00:00:00 GMT Traditionally, online banner advertising has been relegated to the online equivalent of print advertising and TV commercials - great at building brand awareness and recall, less than ideal in delivering direct response. Rich media technology could change all that. http://www.LEADPMI.com/article.asp?article=109 http://www.LEADPMI.com/article.asp?article=109 http://www.LEADPMI.com/article.asp?article=109#comments Thu, 02 Jun 2011 00:00:00 GMT Many experts make general pronouncements about proper strategy without considering business differences. Here's how you can know exactly which business models make a significant impact on customer communications strategy http://www.LEADPMI.com/article.asp?article=104 http://www.LEADPMI.com/article.asp?article=104 http://www.LEADPMI.com/article.asp?article=104#comments Wed, 11 May 2011 00:00:00 GMT Many experts make general pronouncements about proper strategy without considering business differences. Here's how you can know exactly which business models make a significant impact on customer communications strategy. http://www.LEADPMI.com/article.asp?article=105 http://www.LEADPMI.com/article.asp?article=105 http://www.LEADPMI.com/article.asp?article=105#comments Tue, 10 May 2011 00:00:00 GMT The USPS has just filed with the Postal Regulatory Commission (PRC) for approval on a Mobile Barcode/QR Code incentive program that offers mailers a 3% discount. http://www.LEADPMI.com/article.asp?article=106 http://www.LEADPMI.com/article.asp?article=106 http://www.LEADPMI.com/article.asp?article=106#comments Mon, 09 May 2011 00:00:00 GMT Agencies are frequently asked this question. The answer may not be as cut and dried as you think. http://www.LEADPMI.com/article.asp?article=99 http://www.LEADPMI.com/article.asp?article=99 http://www.LEADPMI.com/article.asp?article=99#comments Mon, 11 Apr 2011 00:00:00 GMT You're invited to attend a teleconference of the Green Marketing Coalition to learn about a new paradigm being forged by sustainability leaders who are addressing new rules for green marketing. http://www.LEADPMI.com/article.asp?article=100 http://www.LEADPMI.com/article.asp?article=100 http://www.LEADPMI.com/article.asp?article=100#comments Sun, 10 Apr 2011 00:00:00 GMT Advertisers want us to know that they care about us, their consumers, our health and our happiness. Is this a positive trend? http://www.LEADPMI.com/article.asp?article=101 http://www.LEADPMI.com/article.asp?article=101 http://www.LEADPMI.com/article.asp?article=101#comments Sat, 09 Apr 2011 00:00:00 GMT As marketers focus more closely on conversion statistics, here are a few ideas for taking prospects further down the sales path. http://www.LEADPMI.com/article.asp?article=102 http://www.LEADPMI.com/article.asp?article=102 http://www.LEADPMI.com/article.asp?article=102#comments Fri, 08 Apr 2011 00:00:00 GMT The landing pages and microsites you design are judged first on looks. The people who review the design before it ever gets coded scrutinize it for visual appeal. Once that design is up on the Web, it's different. Then the analysis is all about whether the copy and design drove clicks and purchases. http://www.LEADPMI.com/article.asp?article=96 http://www.LEADPMI.com/article.asp?article=96 http://www.LEADPMI.com/article.asp?article=96#comments Tue, 15 Mar 2011 00:00:00 GMT After three years of looking at my mobile device and wistfully hoping it would magically send me a well-timed offer, it has finally happened. http://www.LEADPMI.com/article.asp?article=97 http://www.LEADPMI.com/article.asp?article=97 http://www.LEADPMI.com/article.asp?article=97#comments Sat, 12 Mar 2011 00:00:00 GMT Here are some of our favorite pearls of B2B wisdom. These rules apply regardless of whom your business-to-business audience is. http://www.LEADPMI.com/article.asp?article=98 http://www.LEADPMI.com/article.asp?article=98 http://www.LEADPMI.com/article.asp?article=98#comments Thu, 10 Mar 2011 00:00:00 GMT Early adopters love QR Codes because of their cool factor. Marketers love them because they bring consumers to specific websites to get them more involved in the buying process. But how well do QR Codes actually work? Check out this case. http://www.LEADPMI.com/article.asp?article=93 http://www.LEADPMI.com/article.asp?article=93 http://www.LEADPMI.com/article.asp?article=93#comments Tue, 15 Feb 2011 00:00:00 GMT Have you made these mistakes in your mobile marketing? It's best to think everything through ahead of time. http://www.LEADPMI.com/article.asp?article=94 http://www.LEADPMI.com/article.asp?article=94 http://www.LEADPMI.com/article.asp?article=94#comments Sat, 12 Feb 2011 00:00:00 GMT Using a method we call Leapfrog Planning allows us to make the most of the predictability of direct marketing. It's a way of planning future programs and continually improving performance based on the latest results. http://www.LEADPMI.com/article.asp?article=95 http://www.LEADPMI.com/article.asp?article=95 http://www.LEADPMI.com/article.asp?article=95#comments Thu, 10 Feb 2011 00:00:00 GMT For many years, there was a debate about whether Internet advertising could be used effectively for brand-building. http://www.LEADPMI.com/article.asp?article=90 http://www.LEADPMI.com/article.asp?article=90 http://www.LEADPMI.com/article.asp?article=90#comments Tue, 18 Jan 2011 00:00:00 GMT Direct marketers like me are often accused of not being very creative. We like the tried and true. We stick to the formula. In our defense, let me say that we creative types are in love with formulas because they work - and we're paid to be effective. http://www.LEADPMI.com/article.asp?article=91 http://www.LEADPMI.com/article.asp?article=91 http://www.LEADPMI.com/article.asp?article=91#comments Fri, 14 Jan 2011 00:00:00 GMT As a direct marketer, your goals are 1) to get people to respond and 2) be able to accurately measure your efforts. http://www.LEADPMI.com/article.asp?article=92 http://www.LEADPMI.com/article.asp?article=92 http://www.LEADPMI.com/article.asp?article=92#comments Thu, 13 Jan 2011 00:00:00 GMT Once you've written your relevant, personalized email . . . made sure every point was made . . . corrected the spelling and grammar . . . *. http://www.LEADPMI.com/article.asp?article=87 http://www.LEADPMI.com/article.asp?article=87 http://www.LEADPMI.com/article.asp?article=87#comments Tue, 07 Dec 2010 00:00:00 GMT Here's what smart marketers are facing in 2011: http://www.LEADPMI.com/article.asp?article=88 http://www.LEADPMI.com/article.asp?article=88 http://www.LEADPMI.com/article.asp?article=88#comments Mon, 06 Dec 2010 00:00:00 GMT Selecting a marketing agency is a high-stakes, high-risk process. While marketers often find it exciting and enjoyable to have a cadre of smart people present new ideas to them, the final decision must be made both emotionally and rationally. http://www.LEADPMI.com/article.asp?article=89 http://www.LEADPMI.com/article.asp?article=89 http://www.LEADPMI.com/article.asp?article=89#comments Sun, 05 Dec 2010 00:00:00 GMT A recent study of direct marketers conducted by Experian found that more than half (58%) would invest more money in mobile marketing, if it were more measurable*. http://www.LEADPMI.com/article.asp?article=84 http://www.LEADPMI.com/article.asp?article=84 http://www.LEADPMI.com/article.asp?article=84#comments Wed, 10 Nov 2010 00:00:00 GMT Those involved in marketing must at least be contemplating adding social media to their mix. Many have already jumped in with blogs, Twitter accounts and Facebook strategies. http://www.LEADPMI.com/article.asp?article=85 http://www.LEADPMI.com/article.asp?article=85 http://www.LEADPMI.com/article.asp?article=85#comments Tue, 09 Nov 2010 00:00:00 GMT We recently had presentations from two very significant media organizations. I'm pretty sure that just about everyone in America has heard of both these companies. http://www.LEADPMI.com/article.asp?article=86 http://www.LEADPMI.com/article.asp?article=86 http://www.LEADPMI.com/article.asp?article=86#comments Mon, 08 Nov 2010 00:00:00 GMT Marketers now have a relatively new tool to take advantage of consumers' demand for savings. Mobile apps can help increase market share as well as attract new customers. Here are a few examples of mobile ideas marketers are using to increase sales and get a good return on investment. http://www.LEADPMI.com/article.asp?article=81 http://www.LEADPMI.com/article.asp?article=81 http://www.LEADPMI.com/article.asp?article=81#comments Thu, 14 Oct 2010 00:00:00 GMT Sales and marketing alignment is critical - and can be easily thrown off by conflicting definitions. See if you and your sales team agree on the meanings of these terms. http://www.LEADPMI.com/article.asp?article=83 http://www.LEADPMI.com/article.asp?article=83 http://www.LEADPMI.com/article.asp?article=83#comments Tue, 12 Oct 2010 00:00:00 GMT Direct marketers feel superior to their cousins in advertising. And the lack of respect is mutual. As with most differences of opinion, both sides are right. Both sides are also wrong. And, recently, both have been learning fr http://www.LEADPMI.com/article.asp?article=78 http://www.LEADPMI.com/article.asp?article=78 http://www.LEADPMI.com/article.asp?article=78#comments Sat, 18 Sep 2010 00:00:00 GMT Now that marketers are waking up to the mobile channel, what are the next logical steps to take? http://www.LEADPMI.com/article.asp?article=79 http://www.LEADPMI.com/article.asp?article=79 http://www.LEADPMI.com/article.asp?article=79#comments Sat, 18 Sep 2010 00:00:00 GMT Should marketing agencies be responsible for their clients' social media? Who should own the social aspects of marketing? Two authors face off. More http://www.LEADPMI.com/article.asp?article=80 http://www.LEADPMI.com/article.asp?article=80 http://www.LEADPMI.com/article.asp?article=80#comments Sat, 18 Sep 2010 00:00:00 GMT If you're a data-driven marketer, you will. ISO 27001 is the only internationally recognized security standard with auditable requirements. Organizations with this certification can assure their clients that they provide a secure environment that preserves and monitors confidentiality, integrity and availability of data. http://www.LEADPMI.com/article.asp?article=75 http://www.LEADPMI.com/article.asp?article=75 http://www.LEADPMI.com/article.asp?article=75#comments Tue, 24 Aug 2010 00:00:00 GMT Do you need to predict whether your agency's creative will succeed? Here are some fundamental items to help you gauge the work - before it ever reaches your target audiences http://www.LEADPMI.com/article.asp?article=76 http://www.LEADPMI.com/article.asp?article=76 http://www.LEADPMI.com/article.asp?article=76#comments Mon, 23 Aug 2010 00:00:00 GMT Spyro Kourtis discusses why marketers should take the long view on mobile marketing - even if the numbers don't justify jumping in quite yet. http://www.LEADPMI.com/article.asp?article=77 http://www.LEADPMI.com/article.asp?article=77 http://www.LEADPMI.com/article.asp?article=77#comments Fri, 20 Aug 2010 00:00:00 GMT People are ready to be lured into taking vacations again -- but the marketing techniques to get them back may have changed. http://www.LEADPMI.com/article.asp?article=74 http://www.LEADPMI.com/article.asp?article=74 http://www.LEADPMI.com/article.asp?article=74#comments Wed, 28 Jul 2010 00:00:00 GMT Two smart marketers face off about the loss of Saturday delivery by the U.S. Postal Service in our point/counterpoint format. http://www.LEADPMI.com/article.asp?article=72 http://www.LEADPMI.com/article.asp?article=72 http://www.LEADPMI.com/article.asp?article=72#comments Tue, 27 Jul 2010 00:00:00 GMT How would you handle it if the equivalent of a gulf oil spill happened to your company? Here are a few common sense ideas that seemed to be forgotten by BP. http://www.LEADPMI.com/article.asp?article=73 http://www.LEADPMI.com/article.asp?article=73 http://www.LEADPMI.com/article.asp?article=73#comments Mon, 26 Jul 2010 00:00:00 GMT Is your target audience on a mobile device? Close to 250 million Americans own cell phones. That's a hard fact. What's a little softer is how attached we are to these ingenious devices. http://www.LEADPMI.com/article.asp?article=69 http://www.LEADPMI.com/article.asp?article=69 http://www.LEADPMI.com/article.asp?article=69#comments Wed, 30 Jun 2010 00:00:00 GMT An Advertising Age opinion piece, "Why Ad Agencies Need to Embrace Value-Based Compensation," suggests that agencies should be "compensated above their basic costs if they achieve or exceed results as measured by agreed-upon metrics." http://www.LEADPMI.com/article.asp?article=70 http://www.LEADPMI.com/article.asp?article=70 http://www.LEADPMI.com/article.asp?article=70#comments Tue, 29 Jun 2010 00:00:00 GMT One of the most powerful levers in marketing is the offer. Find the offer presentation that gives you the right combination of response and sales, and you'll get the highest ROI. Here are some offer ideas to test. http://www.LEADPMI.com/article.asp?article=71 http://www.LEADPMI.com/article.asp?article=71 http://www.LEADPMI.com/article.asp?article=71#comments Mon, 28 Jun 2010 00:00:00 GMT This case study about Standard Insurance Company shows how a counterintuitive approach to creative succeeded. http://www.LEADPMI.com/article.asp?article=68 http://www.LEADPMI.com/article.asp?article=68 http://www.LEADPMI.com/article.asp?article=68#comments Thu, 27 May 2010 00:00:00 GMT Find out how a mobile marketing campaign proved that the right offer to the right group - even on a small screen - gets people to become customers at a high rate of return. http://www.LEADPMI.com/article.asp?article=67 http://www.LEADPMI.com/article.asp?article=67 http://www.LEADPMI.com/article.asp?article=67#comments Wed, 26 May 2010 00:00:00 GMT Human beings love categorizing. It must be our survival instinct. You see something and you need to know: Friend or foe? Predator or prey? http://www.LEADPMI.com/article.asp?article=66 http://www.LEADPMI.com/article.asp?article=66 http://www.LEADPMI.com/article.asp?article=66#comments Tue, 25 May 2010 00:00:00 GMT Postmaster General Potter recently asked for the authority to change the current six-day USPS delivery schedule, allowing the USPS to suspend delivery on Saturdays. What would a five-day delivery schedule mean for marketers? http://www.LEADPMI.com/article.asp?article=65 http://www.LEADPMI.com/article.asp?article=65 http://www.LEADPMI.com/article.asp?article=65#comments Mon, 26 Apr 2010 00:00:00 GMT When you want great response, a few rules developed over the years make a huge difference. Check out these critical, but easy-to-implement, ideas for your marketing campaigns. http://www.LEADPMI.com/article.asp?article=64 http://www.LEADPMI.com/article.asp?article=64 http://www.LEADPMI.com/article.asp?article=64#comments Fri, 23 Apr 2010 00:00:00 GMT If you run or swim, a stopwatch won't make you better at what you do - it just tells you whether you're doing better or worse than in the past. The data you get from your stopwatch does let you know whether your coach is giving you helpful advice. http://www.LEADPMI.com/article.asp?article=63 http://www.LEADPMI.com/article.asp?article=63 http://www.LEADPMI.com/article.asp?article=63#comments Thu, 22 Apr 2010 00:00:00 GMT This case study demonstrates a savvy way to leverage the investment already made in a high-quality Web site as well as to inexpensively obtain email addresses of prospective customers. http://www.LEADPMI.com/article.asp?article=60 http://www.LEADPMI.com/article.asp?article=60 http://www.LEADPMI.com/article.asp?article=60#comments Fri, 26 Mar 2010 00:00:00 GMT Alignment between sales and marketing starts very early in the process. Here's a set of rules to help guarantee positive results. http://www.LEADPMI.com/article.asp?article=61 http://www.LEADPMI.com/article.asp?article=61 http://www.LEADPMI.com/article.asp?article=61#comments Thu, 25 Mar 2010 00:00:00 GMT Sometimes we forget to include some of the most important pieces of data in our analysis of results. http://www.LEADPMI.com/article.asp?article=62 http://www.LEADPMI.com/article.asp?article=62 http://www.LEADPMI.com/article.asp?article=62#comments Wed, 24 Mar 2010 00:00:00 GMT Highmark pitted two equally savvy DRTV commercials head to head to generate leads on the same channels, in the same time slots and with the same offers. The only difference? Creative approaches. "Concerns" used testimonials to tell a salvation story about Highmark's Medicare offer http://www.LEADPMI.com/article.asp?article=57 http://www.LEADPMI.com/article.asp?article=57 http://www.LEADPMI.com/article.asp?article=57#comments Thu, 18 Feb 2010 00:00:00 GMT Every marketer wants to make money from social media these days. However, questions still remain. How can we measure ROI to prove our efforts are working? http://www.LEADPMI.com/article.asp?article=59 http://www.LEADPMI.com/article.asp?article=59 http://www.LEADPMI.com/article.asp?article=59#comments Wed, 17 Feb 2010 00:00:00 GMT Is the banner ad good only for brand-building and wasted as a direct marketing tool? Or can it be effectively used for lead generation and sales? http://www.LEADPMI.com/article.asp?article=58 http://www.LEADPMI.com/article.asp?article=58 http://www.LEADPMI.com/article.asp?article=58#comments Tue, 16 Feb 2010 00:00:00 GMT Last year's economic storm taught marketers many things about how to keep their own customers. http://www.LEADPMI.com/article.asp?article=55 http://www.LEADPMI.com/article.asp?article=55 http://www.LEADPMI.com/article.asp?article=55#comments Thu, 21 Jan 2010 00:00:00 GMT Consumers are still looking for better values - and they'll continue to even though it looks like the economy may be recovering. What's working now? What can we build on as we go forward? Here are a few ideas. http://www.LEADPMI.com/article.asp?article=54 http://www.LEADPMI.com/article.asp?article=54 http://www.LEADPMI.com/article.asp?article=54#comments Wed, 20 Jan 2010 00:00:00 GMT What did you learn in 2009 that you'll take forward into the new year? http://www.LEADPMI.com/article.asp?article=56 http://www.LEADPMI.com/article.asp?article=56 http://www.LEADPMI.com/article.asp?article=56#comments Tue, 19 Jan 2010 00:00:00 GMT Breaking into a new market can be a big challenge - even for one of the largest and most recognized health providers in the country. Here's how Kaiser Permanente announced their arrival and generated B-to-B leads at the same time. http://www.LEADPMI.com/article.asp?article=51 http://www.LEADPMI.com/article.asp?article=51 http://www.LEADPMI.com/article.asp?article=51#comments Wed, 16 Dec 2009 00:00:00 GMT You don't need to be in direct marketing long to realize far more data is available to you than you can possibly analyze on your own. That's why it's critical to determine which metrics are most important to you. http://www.LEADPMI.com/article.asp?article=52 http://www.LEADPMI.com/article.asp?article=52 http://www.LEADPMI.com/article.asp?article=52#comments Tue, 15 Dec 2009 00:00:00 GMT Baby boomers, Gen Xers, Millenials. Can you tell anything about the motivations and feelings of people based on their age? http://www.LEADPMI.com/article.asp?article=53 http://www.LEADPMI.com/article.asp?article=53 http://www.LEADPMI.com/article.asp?article=53#comments Mon, 14 Dec 2009 00:00:00 GMT While the health care debate in Washington has occupied the country this fall, insurance is top-of-mind for those who purchase their own coverage. http://www.LEADPMI.com/article.asp?article=24 http://www.LEADPMI.com/article.asp?article=24 http://www.LEADPMI.com/article.asp?article=24#comments Fri, 06 Nov 2009 00:00:00 GMT An email, site or landing page may be beautiful on a 32-inch screen. Or the same content could be unreadable on a smartphone. http://www.LEADPMI.com/article.asp?article=7 http://www.LEADPMI.com/article.asp?article=7 http://www.LEADPMI.com/article.asp?article=7#comments Tue, 27 Oct 2009 00:00:00 GMT Is "green" boring? Or is it salvation? Two marketers talk through their issues with the word and whether it's still meaningful. http://www.LEADPMI.com/article.asp?article=8 http://www.LEADPMI.com/article.asp?article=8 http://www.LEADPMI.com/article.asp?article=8#comments Wed, 23 Sep 2009 00:00:00 GMT Oh, the poor beleaguered banner ad. Is online display advertising doomed? Or can this digital marketing method be saved? http://www.LEADPMI.com/article.asp?article=9 http://www.LEADPMI.com/article.asp?article=9 http://www.LEADPMI.com/article.asp?article=9#comments Tue, 22 Sep 2009 00:00:00 GMT http://www.LEADPMI.com/article.asp?article=13 http://www.LEADPMI.com/article.asp?article=13 http://www.LEADPMI.com/article.asp?article=13#comments Fri, 28 Aug 2009 00:00:00 GMT If you're running an online campaign, you have more options for testing than just creative concepts and offers. Here are three ideas to get your testing juices flowing. http://www.LEADPMI.com/article.asp?article=6 http://www.LEADPMI.com/article.asp?article=6 http://www.LEADPMI.com/article.asp?article=6#comments Mon, 24 Aug 2009 00:00:00 GMT Bresnan developed a strategy for a single mailing format to communicate with customers and prospects, allowing them to take advantage of larger production runs in spite of a tightly constrained universe. http://www.LEADPMI.com/article.asp?article=30 http://www.LEADPMI.com/article.asp?article=30 http://www.LEADPMI.com/article.asp?article=30#comments Fri, 31 Jul 2009 00:00:00 GMT AT&T is helping wireless customers save the world - one billing statement at a time. http://www.LEADPMI.com/article.asp?article=31 http://www.LEADPMI.com/article.asp?article=31 http://www.LEADPMI.com/article.asp?article=31#comments Fri, 31 Jul 2009 00:00:00 GMT When YMT Vacations came to Hacker Group, the goal was clear: Find the best strategy for including direct mail as an effective program to generate qualified leads. http://www.LEADPMI.com/article.asp?article=32 http://www.LEADPMI.com/article.asp?article=32 http://www.LEADPMI.com/article.asp?article=32#comments Fri, 31 Jul 2009 00:00:00 GMT You have less than 60 seconds to get the viewer to go from "I don't care" to "I've got to call." http://www.LEADPMI.com/article.asp?article=34 http://www.LEADPMI.com/article.asp?article=34 http://www.LEADPMI.com/article.asp?article=34#comments Thu, 30 Apr 2009 00:00:00 GMT A shift in strategy results in effective new messaging for RSA. http://www.LEADPMI.com/article.asp?article=36 http://www.LEADPMI.com/article.asp?article=36 http://www.LEADPMI.com/article.asp?article=36#comments Thu, 30 Apr 2009 00:00:00 GMT The newest "media" may not be paid media at all. http://www.LEADPMI.com/article.asp?article=39 http://www.LEADPMI.com/article.asp?article=39 http://www.LEADPMI.com/article.asp?article=39#comments Sat, 28 Feb 2009 00:00:00 GMT In today's economic climate, caring isn't enough-it takes action to deliver solid results. http://www.LEADPMI.com/article.asp?article=37 http://www.LEADPMI.com/article.asp?article=37 http://www.LEADPMI.com/article.asp?article=37#comments Sat, 28 Feb 2009 00:00:00 GMT The "e" in e-marketing could stand for "environmental" as much as electronic. http://www.LEADPMI.com/article.asp?article=50 http://www.LEADPMI.com/article.asp?article=50 http://www.LEADPMI.com/article.asp?article=50#comments Sat, 28 Feb 2009 00:00:00 GMT AT&T's goal was to use email to drive new customers into local stores in the New York metropolitan area to purchase wireless service and devices. By any measure of success, this was a big winner. http://www.LEADPMI.com/article.asp?article=41 http://www.LEADPMI.com/article.asp?article=41 http://www.LEADPMI.com/article.asp?article=41#comments Fri, 31 Oct 2008 00:00:00 GMT Re-targeting the people who show an interest but don't follow through is an inexpensive way to leverage your direct response campaign and get more results. http://www.LEADPMI.com/article.asp?article=43 http://www.LEADPMI.com/article.asp?article=43 http://www.LEADPMI.com/article.asp?article=43#comments Fri, 31 Oct 2008 00:00:00 GMT Hyatt Vacation Club was worried about its campaign fatiguing over time. After many years of success, it was time to regroup and reconsider the strategy. http://www.LEADPMI.com/article.asp?article=40 http://www.LEADPMI.com/article.asp?article=40 http://www.LEADPMI.com/article.asp?article=40#comments Wed, 15 Oct 2008 00:00:00 GMT What exactly is behavioral targeting? And what's acceptable business practice in this area? The very term "behavioral targeting" raises issues for many people. It's important that you have your own privacy policies clearly stated and that you abide by them. http://www.LEADPMI.com/article.asp?article=38 http://www.LEADPMI.com/article.asp?article=38 http://www.LEADPMI.com/article.asp?article=38#comments Mon, 13 Oct 2008 00:00:00 GMT Online metrics aren't held to real-world standards. They are often based on media costs alone and ignore the other soft and hard costs invested. Online marketers get away with focusing on activity metrics - cost per impression, cost per click, email open rates - when they don't know what their CPQL or CPS actually is. http://www.LEADPMI.com/article.asp?article=44 http://www.LEADPMI.com/article.asp?article=44 http://www.LEADPMI.com/article.asp?article=44#comments Mon, 21 Jul 2008 00:00:00 GMT When you review your agency's copy, be able to recognize the difference between words that pack a mean-selling punch and those that can be total deal-killers. http://www.LEADPMI.com/article.asp?article=42 http://www.LEADPMI.com/article.asp?article=42 http://www.LEADPMI.com/article.asp?article=42#comments Mon, 14 Jul 2008 00:00:00 GMT New ways to touch your prospects and customers are constantly emerging. For instance, if you have captured a list of wireless phone numbers, you have access to a screen that people always have with them. http://www.LEADPMI.com/article.asp?article=49 http://www.LEADPMI.com/article.asp?article=49 http://www.LEADPMI.com/article.asp?article=49#comments Thu, 15 May 2008 00:00:00 GMT Here are some of our favorite pearls of B-to-B wisdom. These rules apply regardless of who your business-to-business audience is. http://www.LEADPMI.com/article.asp?article=47 http://www.LEADPMI.com/article.asp?article=47 http://www.LEADPMI.com/article.asp?article=47#comments Wed, 30 Apr 2008 00:00:00 GMT Back in Marketing 101, you learned about the product life cycle - introduction, growth, maturity and decline. Marketers responsible for new customer acquisition can benefit from remembering this model because it has an impact on strategies and tactics. http://www.LEADPMI.com/article.asp?article=46 http://www.LEADPMI.com/article.asp?article=46 http://www.LEADPMI.com/article.asp?article=46#comments Sun, 13 Apr 2008 00:00:00 GMT One of the first steps to becoming a more environmentally responsible direct marketer is to mail to people who want to see your mail. You'll reduce waste before it's created. http://www.LEADPMI.com/article.asp?article=48 http://www.LEADPMI.com/article.asp?article=48 http://www.LEADPMI.com/article.asp?article=48#comments Thu, 28 Feb 2008 00:00:00 GMT Right now, it's more critical than ever that we understand the impact of our industry and how our efforts at sustainable marketing practices will improve the environmental picture. http://www.LEADPMI.com/article.asp?article=45 http://www.LEADPMI.com/article.asp?article=45 http://www.LEADPMI.com/article.asp?article=45#comments Thu, 28 Feb 2008 00:00:00 GMT