The financial industry is changing—and so is the marketplace. Combined, these trends have created a “perfect storm” of opportunities and challenges, which many companies are not prepared to weather. Those that can navigate these new waters by tailoring their business tactics, products and services are destined to reap the rewards. An industry in flux Over […]View Post
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Business reply cards (BRCs) have deep roots in American marketing, starting as far back as 1928. They’ve been around longer than Medicare. Frozen foods. Scotch tape. Canned beer. Teflon. And even Monopoly. But despite their longevity—or perhaps because of it—some companies may question their effectiveness in today’s highly digital world. If you’re toying with the […]View Post B2B Marketing, BRC, channel, reply cards, reply devices, response
Overwhelmed with all the digital technology out there? Don’t have $50,000 to spend on a digital consultant but want to optimize your website? Website optimization goes beyond simply reaching our audience. It’s all about inspiring them to act, click that button, buy — and come back for more. Whether you’re launching or honing your website, […]View Post analytics, Content, design, digital, offer, technology, value proposition, website optimization
The digital pie is growing fast as people increasingly consume content from screens instead of more traditional mediums. The ubiquity of smartphones and tablets lets us bring an immense world of communication, information—and distractions—almost anywhere we go. Plus, few would argue that real life is simply more complex and moving faster than it was just […]View Post copy, copywriting, creative, design, digital content, mobile
Here’s something you may not have thought about: Spanish is different in different Spanish-speaking countries. Don’t assume that because Hispanics speak Spanish, they all speak the same Spanish. Everyday words can have such different meanings within each Hispanic cultural sub-segment that, in the extreme, one group may respond positively while another may do so negatively […]View Post copy, creative, demographics, Hispanic, language, message, Spanish
My former English teacher, Miss Thorne, would kill me if she read this, but the rules of grammar are not etched in stone. At one end of the spectrum lie things like academic treatises, which demand the highest attention to grammar. End a sentence in a preposition and your esteemed scientific chums may throw pi […]View Post Advertising, audience, copy, creative, digital, English, grammar
You should be using campaign-specific landing pages if your customers are accessing you online by: Clicking from a paid advertisement Clicking on a link in an email Receiving a direct mail piece with a web address on it Hearing a radio ad with a web address Seeing a TV ad or video asking them to […]View Post conversion, conversion rate, customer, key word, Landing Page, paid search, web address, website
Do you find your marketing in this situation? Everything with your marketing communications seems to be going well. Your brand has been in place for months, maybe years. Guidelines, templates, asset libraries and training are all available to employees and resources. Then you begin to discover that: • One or more of your company’s direct […]View Post brand consistency, branding, Communication, creative, direct mail, direct marketing
When was the last time you launched a direct marketing effort with the goal of generating a 0% response? (Nope, that’s not a typo. There is no digit missing in front of the zero. We’re talking zip. Zilch. Nada.) Believe it or not, zero can be the proverbial hero when trying to improve your ROI […]View Post cost, customers, response rate, retain, test
Twenty-five years ago it was hard to move words around. If you wanted to publish anything you had to submit your work to a battery of editors, who hemmed and hawed over 1,000 other submissions before deciding whether yours was worthy enough. Now, almost anyone can have their 5,000-word shaggy dog story read by a […]View Post copywriting, Email Subjects, Marketing Copy, Meta Descriptions, Narrative Form, Preheaders, SEO, Web Crawlers