J&C Blog

Find all the latest marketing trends on the J&C Blog.

Ron Jacobs

Recent Posts

Part 1 of 3: When is a control not the best direct mail package a marketer has to offer?

Direct Marketing May 22, 2014

I get a lot of direct mail in my home and office mailboxes. I try to open up my mail and look at it like a prospect or customer might. I look for clues, details and “tells” about what may be inside. And, I ask myself what would the prospect, receiving this mail for the first time, see? That may not be a fair question, because I am not the average prospect or customer. Nonetheless, I do my best to look at each new piece of direct mail that I receive as a fresh, original experience.

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If you’re a digital, mobile or modern marketer, you owe your success to direct marketing

Direct Marketing May 8, 2014

I am often asked why I still hang on to the idea that I am a direct marketer. The words “direct marketing” seem to have fallen out of vogue. As co-author of Successful Direct Marketing Methods, now in its eighth edition, it would be impossible for me to hide this fact. The more I think about it, the more I realize that direct marketing should be celebrated, not looked upon as a discipline out of the early 20th century. The tools and techniques of direct marketing are the underlying principles that modern marketing is built on. Click here to purchase the book.

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Are you using marketing data, metrics and analytics to measure marketing’s value, inform business decisions, improve marketing performance and forecast trends?

CMO April 14, 2014

I was on a call recently with my friend Laura Patterson of VisionEdge Marketing. Laura consults with top companies on marketing performance, measurement and metrics. Each year, Laura partners with ITSMA, a research-based membership organization that works with the world’s leading professional services, technology and communications providers, to do a research survey on Marketing Performance Management (MPM). This is the 13th year of the MPM survey. If you haven’t already seen or responded to this survey, I am going to ask your patience to read on.

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Growing or profiting from customer marketing. There’s a calculation for that.

CMO March 27, 2014

When times get tough, businesses often shift their focus from creating new customers to creating the greatest amount of revenue from their existing customers. Most of us know that creating customers costs money. And we have seen the math that describes how marketing to customers can contribute anywhere from five to 10 times the profit of marketing to prospects. So, if profits are an organization’s goal, then organizations should invest more money on marketing to customers than on customer acquisition, right?

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Using Key Performance Indicators to prove marketing’s value — Part 2

CMO December 12, 2013

Part 1 of this article explored what Key Performance Indicators, or KPIs, are and how they help marketers measure the success of their programs and prove how they contribute to the success of organizations. In Part 2, we will drill down into the process of creating KPIs based on the marketing program’s objectives and how to effectively use them to achieve those objectives.

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Using Key Performance Indicators to prove marketing’s value — Part 1

CMO December 6, 2013

It seems that for as long as marketing has existed, there have been those who have questioned whether its contribution is worth the expense. And there is perhaps nothing more frustrating for marketers than having to continually prove their value to an organization. Fortunately, today’s marketers have tools that enable them to do just that.

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Recent Posts