Key Takeaways Testing replaces opinions and assumptions with measurable marketplace evidence. Test one meaningful variable at a time so you can identify what caused the difference in response. Headlines, graphics, offers, prices, formats, audiences, calls to action, and marketing channels [...]
Key Takeaways A videolog is a physical direct-mail package with a built-in video screen that begins playing automatically when the recipient opens it. Videologs are especially effective for marketing to a small, carefully selected, high-value B2B or B2C audience. Because [...]
Key Takeaways Marketers are piling into AI tools and AI-driven platforms at peak hype, echoing the pattern that burned investors when the tech bubble corrected in 2022. AI is already embedded throughout modern marketing. Your ad platforms, targeting, bidding, and [...]
Key Takeaways SurfControl faced well-funded competitors that overwhelmed MIS and IT managers with advertising, direct mail, email, and sales calls. The main marketing challenge was not only a limited budget but also that technical managers often recommended solutions without having [...]
Sales were falling. Advertising revenue was disappearing. Competitors were retreating. Here is how a bold, accountable direct-response strategy helped TheStreet.com create new revenue, launch four premium products, and gain market share. Key Takeaways A declining market does not automatically require [...]
