Buyer behavior is changing quite rapidly, and the evidence supports that research and buying are increasingly done online across a wide range of demographics. To collect and analyze these online interactions and behaviors requires a carefully planned process. When you are planning marketing campaigns, how intentional are you about campaign design and execution generating actionable […] →Read more
Have you noticed how everything is becoming “big”? In a recent commentary (1), Dr. Joe Webb remarked, “…big mail will require big data and big automation to balance increasing costs of compliance and postage.” Expiration of the exigent postage surcharge aside, I would say The Doctor’s comments are hard to deny. It occurs to me […] →Read more
This past week I had the opportunity to attend the 2016 National Postal Forum (NPF) in Nashville. Thinking of Nashville and its rich history in Country Music, I can’t help but think about the USPS and its history. Starting with the Pony Express, to rail car mail sorting, to barcode scanning technology; if you really […] →Read more
We all know that we live in an ever increasingly information based age. There is a mad rush in the business world to record as much data as possible in our businesses. This want and rush only grows as data recording technology expands from deliberate recording into the passive and the Internet of Things. Information […] →Read more
As goes the famous quote by character Obi Wan Kenobi in the 1977 movie Star Wars, “I felt a great disturbance in the force”, so it is in the Direct Marketing Production business these days. Impact is on the move and involved in a revolutionary shift in technology that is sure to be disruptive to […] →Read more
Wikipedia now defines “direct marketing” as, “Direct marketing is a form of advertising which allows businesses and nonprofit organizations to communicate directly to customers through a variety of media including cell phone text messaging, email, websites, online adverts, database marketing, fliers, catalog distribution, promotional letters and targeted television, newspaper and magazine advertisements as well as […] →Read more
Recently I wrote a post about dynamic documents. It really is amazing how dynamic a document can be in the technology age. Data, of course, is central to many of the tactics I discussed. As I wrote that post, it occurred to me that a discussion of dynamic documents would be incomplete without some mention […] →Read more
[vc_row][vc_column width=”2/3″][vc_column_text disable_pattern=”true” align=”left” margin_bottom=”0″]How many of us can say, “I met a Hooper.” Let alone a Hooper that inspires joyful movement, self-acceptance, and creativity, a Hooper that is an award-winning National Speaker. A Hooper that expertly taught a Business Writing Skills class last week and is on the cusp of getting her 5th book published […] →Read more
[vc_row][vc_column width=”1/1″][vc_column_text disable_pattern=”true” align=”left” margin_bottom=”0″]I recently read a great post by Anthony Miyazaki, Chairperson, Dept. of Marketing at Florida International University, named The Distribution Approach to Marketing Exchange. This article inspired me to take the age-old approach of stepping outside of an issue to solve a problem by taking a view of marketing at “3,000 […] →Read more
[vc_row][vc_column width=”1/1″][vc_column_text disable_pattern=”true” align=”left” margin_bottom=”0″]What are dynamic documents, and how do I know if I’ve got any? Are some dynamic documents more dynamic than others? What does it take to make a document dynamic? Let’s see… →Read more