A New Definition of Marketing for Small Companies?

Although the textbook authors at Prentice Hall, McGraw-Hill and Houghton Mifflin might not agree, the definition of Marketing is not a static, catch-all descriptor that can be indiscriminately applied in any situation.  Marketing is a sliding scale; a moving target that changes based on industry, audience, and most importantly company size.  While larger firms can spend ridiculous amounts of money simply throwing their …

6 Reasons to Stop Using Direct Mail

This past summer I spent three days at DMA 2008, the world’s largest annual marketing conference.  Due to the expense involved in attending (a $2,000 registration fee + air and three nights of hotel) this was actually my first DMA conference.  Being a professional marketer since the early 1990s I have seen a great deal of change within my profession, and expected the nearly …

New Rules for Direct Email Marketing

Since the middle of 2001, I would estimate I have booked, written, sent, and evaluated over $8 million in B2B and B2C direct email campaigns—promoting everything from enterprise software to educational services to retail products.  Over this eight year period many things within the direct email landscape have changed, thanks in part to laws like The CAN-SPAM Act of 2003 (which laid out enforceable rules …