by Josh Blacksmith

With Thanksgiving right around the corner, I find myself reflecting on what I’m grateful for in the past year, and one thing in particular jumps out at me in my role with this association: the commitment and involvement of the entire CADM membership. Your contributions are what make the CADM great. It continues to be an exciting time in our transformation, and I sincerely appreciate your ongoing support for this association and, more importantly, our collective practice.

I don’t know about you, but I’m also thankful that the election (and all the baggage it carried with it) is behind us. With that, however, goes one of the largest data-driven response marketing periods we experience in America. But never fear—the next big push is already on its heels with the holiday rush. I’m excited to see which brands will break through the clutter by pushing beyond the next sale and placing their purpose at the forefront (remember REI’s #optoutside campaign in 2015?), driving more meaningful relationships with their customer bases. As we’ve seen, response marketing can support business objectives beyond driving revenue, and that’s where brands are finding success today. Through richer experiences, brands are establishing emotional connections with current and prospective customers, and everyone wins.

As I write this column, the “W” flies in Chicago during the Cubs’ journey to the World Series. John Jantsch’s article is quite timely as he compares business success to a batter’s success – it’s partially in the grip.  Also In this issue of AdMarks, Mike Ferranti compares narrowcasting with broadcasting in determining customer value. Read about Bayesian Analytics, which enables direct marketers to pre-test and accurately predict responses prior to mailing. Did you realize that there is no advertising in Cuba? Columnist Susan Jones discusses her advertising and marketing observations from her summer trip to Cuba. Other articles discuss the 2016 U.S. Mobile App Report and Influencer Marketing.

Thank you all for your continued support of the CADM and our passion for sparking ideas, business relationships and career growth. I look forward to seeing you at a CADM event soon!

Happy Thanksgiving,

Josh

P.S. It’s time to start thinking about your best response marketing work from 2016—we begin accepting entries for the 2017 Tempo Awards on January 1. Upgrade your membership to Premier today to start attending all of our networking events and webinars for FREE! Premier members also realize a 30% discount on Tempo entries and Tempo Gala registrations.

Josh Blacksmith