DMCNY DM Articles & Reports
DMCNY encourages member companies to contribute articles, white papers and reports on direct marketing they feel would be useful to club members. Only members can submit, and there is no charge.
If you would like to contribute, please contact articles@dmcny.org
(07.2009)
One of the greenest civilian fleets in the world just got a little greener. Read the .
The USPS currently operates nearly 220,000 vehicles. With this new acquisition 43,000 of them are alternative fuel-capable. There are also some interesting tests happening around the country:
Delivering mail on a trial basis using three-wheel (T3) electric vehicles in Florida, California and Arizona. The T3 is powered by two rechargeable batteries, has zero gas emissions and costs 4 cents a mile to operate.
Testing two fourth generation fuel-cell Chevrolet Equinox hydrogen fuel-cell vehicles, which are delivering mail in Irvine, CA, and in Washington, DC.
Using 35 delivery vehicles in Florida that run on propane fuel.
Running 300 vehicles nationwide that are powered by biodiesel fuel.
(03.2009)
by the Ventura Associates
Companies in variety of markets have used sweepstakes to lift response since the dawn of the modern era. Many non-profit fundraisers have not tested this proven strategy because they are unwilling to risk it, due to concerns that sweeps do not project the desired image. Read the rest of this report...
(03.2009)
by the Winterberry Group
Squarely impacted by the "triple assault" of the recession, rising postage rates and growing marketer preference for low-cost digital communications, total in 2008falling 3%and was accompanied by an even more significant cutback in mail volume, according to a white paper released by Winterberry Group. The white paper outlines six trends that took hold in 2008 and another three that are expected to continue defining the role of direct mail in 2009.
Expected 2009 developments include:
While direct mail volumes traditionally bounce back after a period of economic stagnation, the magnitude and timing of the current recession are expected to affect the direct mail channel in a long-term, systemic wayeffectively ending the prevalence of untargeted, high-volume campaigns
The accelerating shift from "mass" to "targeted" direct mail programs has been enabled by an increasingly powerful array of marketing automation technologies, many of which are making their way into the toolsets of marketers both large and small
Independent the effects of the recession, rising postage rates, declining volumes, an increasingly complex array of postal regulations and other threats to delivery efficiency may compromise the viability of the Postal Service as the principal mail delivery channel.
Download a complimentary copy of this white paper.
(02.2009)
by the Direct Marketing Association and Bernhart Associates Executive Search, LLC
Direct marketers may expect more layoffs, hiring freezes and cutbacks in hiring until at least Spring, according to the first . "Each of our key employment indicators are at all-time lows, with almost half of all participants telling us they currently have a hiring freeze," said Jerry Bernhart, who has been conducting quarterly employment reports for the DM community since 2001. "The worsening economic climate is taking its toll on direct marketers just like everyone else."
Among those responding, 21% said they will be adding to staff during the first quarter of 2009, down from 31% last quarter. The percentage of companies planning to reduce staff rose from 17% last quarter to 20% this quarter, and 48% report they currently have a hiring freeze, up from 34% last quarter. When asked when they plan to lift their hiring freezes, nearly two-thirds said they don't know. Bernhart said that despite all of the economic pain, direct marketers appear to be doing better than the U.S. economy as a whole. Complete survey results, with expert commentary on direct marketing hiring trends by Jerry Bernhart, can be found in the 2009 Employment Outlook Report. This report will include information on hiring patterns within the direct marketing arena, new employee compensation, bonuses, and incentives used to attract new hires. Companies interested in participating in the next quarterly DM Employment Survey should send an email to survey@bernhart.com.
(01.2009)
by Kirk Chritton, Director of Marketing and John F. Hood, President, MCH, Inc.
We were stunned by the speed of the economic collapse as we were barraged with bad news about layoffs, bankruptcies, and foreclosures. With all of the gloom and doom, consumers, businesses, and institutions are reacting in the same wayhoarding money and adopting a 'wait and see' attitude toward spending. There is a bright spot for B2B marketersa safe haven called institutions. While no industry is recession proof, institutions are highly recession resistant. Institutions like hospitals, schools, government offices, and churches are more stable than businesses, are creditworthy, and they are going to continue providing services to their 'customers.'
(04.2008)
by John Hood, MCH, Inc.
How data quality issues impact B2B marketers and modelers.
(03.2008)
by Winterberry Group
High postage costs, diminished consumer response rates and increased "clutter" in the mailbox are constantly challenging direct mailers. The white paper explores the opportunities now emerging around the development of comprehensive postal optimization strategies, which integrate multiple cost-saving direct mail production techniques in a manner that drives unique incremental value for all mailers.
(03.2008)
by John Hood, MCH, Inc.
This white paper examines the transformative impact that M&A continues to impart upon the broader marketing community. The study addresses how digital marketing services transaction activity has promoted the growth of both service providers and their marketer clients. And, it examines marketplace success factors and common obstacles.
(03.2008)
by John Hood, MCH, Inc.
Know your customer! It's one of the basic axioms of business. Most business-to-business marketers intuitively understand the motivations of their B2B customers because they're business people themselves. But what if many of your business customers aren't really businesses? What if they have completely different motivations completely different reasons that drive their buying decisions?
(02.2008)
by PetskyPrunier Investment Bankers
This white paper examines the transformative impact that M&A continues to impart upon the broader marketing community. The study addresses how digital marketing services transaction activity has promoted the growth of both service providers and their marketer clients. And, it examines marketplace success factors and common obstacles.
(01.2008)
by The DMA
DMA's Board of Directors took an important step toward securing the future of direct marketers' ability to communicate with consumers. The step taken, passage of the new Commitment to Consumer Choice (CCC), addresses the preferences and concerns of consumers and policymakers. Most importantly, it provides a pro-active approach to environmental and privacy issues. The article provides background information, details on the 4 commitments to consumer choice and examples that member companies can use.
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(10.2007)
by NetElixir & e-Tailing Group
The goal of this study was to benchmark the e-commerce community's knowledge about payperclick (PPC) marketing including it's current state, outsourcing vs. in-house strategies, performance results, priorities, and their implications for online marketers.
(10.2007)
by Reggie Brady
Focus on frequency, links, personalization and typography in your emails.
(09.2007)
by Bernice Grossman & Ruth Stevens
B-to-B marketers are using their databases for a wide range of marketing applications. This paper reveals the results of a survey of 192 marketers on what they really do with their databases.
(01.2007)
by Bernice Grossman & Ruth Stevens
B-to-B database marketers are vexed by a variety of problems, from incomplete or inaccurate data, to inflexible systems, to apathetic or uninformed colleagues. This paper summarizes the leading data problems that B-to-B database marketers face, and offers practical steps for solving them.
(01.2007)
by Bernice Grossman & Ruth Stevens
Database append provides a convenient and cost-effective way to enrich the customer information in your marketing database. This paper explains the process of data append, and reveals the results when three leading vendors appended data to a particular sample of 10,000 business records.
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