Online marketing sites are buzzing with the revelation that a bad campaign can hurt a brand.
This finding was announced last week by Dynamic Logic, based on an analysis of over 170,000 creative executions (yes, that’s what the firm said). It shows that brand image and purchase intent are undermined when the creative “falls below its potential.”
All well and good, but the real takeaway for us is in this line: “Not enough time is spent producing and testing high quality ads.” (Emphasis ours). Read the rest of this entry »
Say this for the human spirit: It always finds a way.
There were no computers 100 years ago, and no Excel files. But B2B businesses sent direct mail, and harvested their leads, just as we do now.
Still, it wasn’t easy. 
Let’s say you wanted a list of dealers who had “bought a thousand dollars last year and had paid promptly when due.” You had to go into the accounting department’s card file and “pick out all the cards on which the postings showed the conditions in questions to have been met,” Scientific American reported in its November 1916 issue. Read the rest of this entry »
Warren Deeb
Warren Deeb lives by the phrase that “a bad day of golf or fishing is better than a good day at work.” But you’d never know it by the job he does.
Warren, a senior account executive with Edith Roman’s list brokerage division, helps clients not only with traditional direct marketing, but with branding.
For example, a small software vendor was having trouble positioning itself despite the fact that it had a superior product. Most companies either didn’t use it or weren’t performing the process for which it was created. Read the rest of this entry »
Industrial marketers are cutting back on trade shows and spending more online. Those are among the findings of a survey done by GlobalSpec, the B2B search engine company. Read the rest of this entry »
Is there anyone more slow on the uptake than the poor British direct marketer? Send an inquiry to one, and you’ve got a 25% chance of never getting a reply, according to a study by the British DMA.
The DMA emailed 100 companies to request brochures. A quarter failed to respond. And the average reaction time for those that did fulfil was 3.6 days (although that’s a slight improvement over 2005). Read the rest of this entry »
Want to reach a market that is sure to grow over the next five years? Target the government. Now is an excellent time, especially with the passage of the Government Stimulus Package, to be the first to reach key contacts within the federal, state and local governments responsible for most purchasing decisions. President Obama’s stimulus plan contains $120 billion that is being allocated to “shovel-ready” infrastructure projects, for such things as transportation, road-building, improving the power grid and renewable energy installations.* According to senior White House aide David Axelrod, 75% of what has been appropriated will spend out in the first 18 months after the bill is signed. That’s in addition to the $5,552.42 billion already slated for this year’s budget. Read the rest of this entry »
The shift from print to online is happening at such a rapid speed, the opportunities present both real challenges and opportunities for B2B Publishers.
B2B Media companies are being challenged to find new ways to develop their audience and monetize their online presence. Over the past several months List Management firms have been increasingly called upon to provide incremental revenue generating solutions and unique audience development tactics to aide in publisher’s online success. Read the rest of this entry »