It’s a big question. True direct response marketing starts with putting relevant, personalized marketing communications in front of targeted prospects. Done well, great direct marketing campaigns target more than just small groups with similar demographics―they target individuals. Every mailpiece or advertisement should reflect the needs of the individual targeted. Effective direct marketing drives response by […]
2020 brought a lot of change to the way companies do business. Cramped meeting rooms were replaced by video conference meetings. Towering buildings, once over capacity, now mostly empty as workers have pivoted to working remotely. The power lunch replaced by one of the many food delivery services. Because of the rapid and frequent business […]
The second annual ANA Data & Analytics Conference, hosted by American Express, was virtual this year, but its impact and insights were very real. ANA promised the audience would hear from key experts on innovation in data-driven tools and new technologies, personalization, brand and creative techniques founded in neuro-marketing, as well as the latest in compliance and privacy laws. More than 20 of my IWCO Direct colleagues registered for the event, and all who dialed in agreed it was a rousing success.
I remember my first visit to New York City. I wanted to see and do many of the traditional touristy things, but most of all I wanted to visit the Statue of Liberty. When I was coming out of the subway and walking through Battery Park along the way to the Ferry Terminal, there were […]
The Human Element of Data Driven Marketing on Display at ANA Masters of Data & Technology Conference
At the beginning of March, a few of my colleagues and I attended the ANA’s inaugural Masters of Data and Technology Conference. This conference was started because ANA found that mastering data and technology is one of the top strategic priorities of CMOs, and it’s no wonder.
Since the Association of National Advertisers (ANA) announced its acquisition of DMA in 2018, the IWCO Direct team has been listening and watching to see if, as my colleague Tedd Aurelius described it, the ANA lifeline would keep DMA afloat. As we prepare to attend our first ANA Masters of Data and Technology conference
A year-end review of our data security means looking at every aspect of our program, even those that are performing well, to identify areas where we can be even better. While our Information Security team will certainly be joining in this time of reflection, it will be as part of the everyday commitment that is required to deliver effective security …
IWCO Direct takes its data security practices seriously across the board. From strict access restrictions to practical precautions, there’s no detail too small to focus on when it comes to keeping our data (and that of our clients) safe, secure, and available to only those who need it. Part of our ongoing commitment to data […]
What does the Clint Eastwood classic have to do with direct marketing? When APTech proposed the movie title as a topic for APTech’s PRINT Innovation Exchange, my mind immediately went to the concept of targeting as the Good, Bad, and Ugly of today’s direct marketing. Whistle the theme song as I explain why.
People tend to think of data security as an online issue, with attempts to access important information being conducted from remote locations. Whether it’s a movie or TV show about an information heist or a news article about a data breach, such stories tend to present the culprit as a hooded scoundrel, hunched over a […]