Here are some of the more interesting and important direct mail and marketing news and feature stories from around the web over the past month. We’ve included some of our own thought leadership articles, too. Enjoy.
More than a century ago the merchant John Wanamaker wryly complained, “Half the money I spend on advertising is wasted. The trouble is, I don’t know which half.” This article presents a solution to Wanamaker’s famous quandary to identify what kinds of brand advertising are most effective—both for attracting new customers and for converting them into loyal repeaters.
SAP Concur's senior marketers instinctively knew their direct mail could work harder for them. They turned to PFL's direct mail solution to go beyond merely talking about products to making personal connections and accelerating deals. This is the story of how SAP and PFL have made the channel "more than mail."
With the question of how to harness the power of artificial intelligence in a responsible way looming large, organizations around the world are contemplating the best ways to ensure the proper use of AI. While marketers, in particular, have eagerly embraced AI, many brands don’t have guidelines in place regarding AI-generated content.
The University of Pittsburgh’s Clinical and Translational Science Institute (CTSI) helps accelerate scientific research and clinical discoveries into modern medical techniques. One of these projects is NIH's “All of Us Research Program,” which invites one million people across the U.S. to help build one of the most diverse health databases in history. Here is the story of how the marketing team better optimized the direct mail channel for some real success.
It’s the time of year when marketers alike attempt to forecast the foreseeable future. As 2024 nears, we spend considerable time and effort planning and preparing how to best reach and connect with audiences and how to make a lasting and impactful impression. Anticipating future marketing trends is a crucial and valuable part of the process and strategy.
No, the ad industry as a whole is not prepared for the third-party cookie to go away. And it probably still won’t be in a year’s time if Google goes ahead with its plan to deprecate third-party cookies in Chrome by the end of 2024. Here, industry executives explain why they rate the overall industry’s post-cookie readiness so low and the major steps that need to be taken.
We've seen companies revolutionize their direct mail campaigns by implementing proven budget strategies and ROI-optimization tools. Watch this webinar and master the essential pillars of direct mail success. We’ll guide you through some best practices and show you how to maximize engagement, acquisition, and retention.
In 1961, the novel “Catch-22,” by Joseph Heller, was published and its title immediately became short-hand for an all-too-familiar type of organizational lunacy: circular reasoning. In a period of soft demand, such as now (and probably 2024), investments in scaling sales and marketing efforts have led to a Catch-22 for both groups. Here are seven areas to fix next year that will help keep things sane.
A solid marketing strategy can help to explore a financial services firm's growth and for many advisors. Direct mail marketing is often overlooked, but it can offer opportunities to connect with prospects in a more personalized way. Knowing how to create an effective campaign for direct mail marketing makes it easier to leverage this communication channel.
ABM has taken what we thought we knew about marketing and turned it on its head. PFL has been practicing ABM for years, and we’ve learned through continual improvement which tactics work best for us and our customers. This e-book is a collection of the best practices we’ve developed that lead to the successful use of ABM.