TITLE

Direct disconnect: Retailers neglect valuable data trove

AUTHOR(S)
Zmuda, Natalie; Bush, Michael
PUB. DATE
September 2009
SOURCE
Advertising Age;9/21/2009, Vol. 80 Issue 31, p1
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article discusses direct marketing and consumer attitudes towards it. Some direct mail marketing can be off target such as in the case of a 27-year-old woman who receives a Pottery Barn Kids catalog but has no children and a 49-year-old woman who receives the Limited Too catalog for children. A study by Forrester found that 62% of consumer participants felt they received too much direct mail and 7% felt the direct marketing they received was relevant. INSETS: How to maximize your retail database;Who's doing it right?.
ACCESSION #
44286763

 

Related Articles

  • A marketer's lesson plan. Golia, Nathan // DM News;3/16/2009, p12 

    The article reports on the strategies of marketers for educational products which require channel management and proper targeting to reach the busy and time-constrained educators. The approaches include the direct mail method, the monthly catalogs, and the recommendations of peers. It states...

  • TIP: MAKE YOUR MAILING MULTITOUCH. Henkel, David // Chief Marketer (Penton Media, Inc.);Aug/Sep2010, Vol. 2 Issue 4, p45 

    The article discusses the value of using a multi-touch mail strategy to marketers in order to achieve a better response rate from their direct mail campaigns.

  • Wellbeing catalogue to list wealthy female base. Cubitt, Emily // Precision Marketing;11/21/2003, Vol. 16 Issue 6, p28 

    Reports that Think Natural is releasing its file of home shoppers through Prospect Swetenhams. Features of the Think Natural catalog; Claim of Prospect Swetenhams that the file will work well for non-competing mail order catalogue, charity, book club and financial mailers.

  • Outburst's collaborative approach reaps rewards for RSPB. Hodge, John // Third Sector;5/20/2014 Supplement News of The Works, p3 

    A personal narrative is presented which explores the author's experience of working with James and Outburst since the spring of 2013 on his company's catalogues and direct mail materials.

  • DMA catalog members dropping.  // Catalog Age;Jul2000, Vol. 17 Issue 8, p12 

    Reports that the number of United States catalog companies that belong to the Direct Marketing Association (DMA) has decreased. Reason for the decline in catalog members; Annual dues charged by the DMA; DMA members' perception of the decline in catalog members; Impact of industry consolidation.

  • Targets near and far. Meyer, Ann // Multichannel Merchant (Penton Media, Inc.);Dec2006, Vol. 2 Issue 12, p1 

    The article talks about marketing to in-area customers and to those who are far from stores. The author states that merchants think of catalogs and Web sites as ways to reach customers who live far from their stores. Experts say customers' geographic location should be a part of a merchant's...

  • DIRECT WATCH.  // Marketing Direct (1366896X);Oct2008, p11 

    The article presents information on the marketing strategy of Domino's Pizza in Great Britain. In July 2008, Domino's was reported to have sent out more than four million door-drops. This channel of direct marketing has been proven by the pizza chain as an effective method of reaching current...

  • Why postal dispute points way to future.  // Precision Marketing;10/19/2007, Vol. 19 Issue 22, p6 

    The article focuses on the marketing through direct mail in Great Britain. Accordingly, direct mail has historically been regarded as being at the grunt end of the marketing spectrum in which many strategies is said to flounder if the ability to use mail is taken away. Moreover, it is pointed...

  • Pop Out to Get You. Viveiros, Beth Negus // Direct;6/1/2005, Vol. 17 Issue 8, p25 

    Provides information on the use of dimensional mail as a marketing tool. Advantage and disadvantage of using dimensional mail; Main use of dimensional mail; Challenges of the mail. INSET: Best-Case Scenario.

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics