Brand

The Art of Segmentation in Cross-Channel Marketing

The Art of Segmentation in Cross-Channel Marketing

The Limited joins Experian Marketing Services in a special webinar to discuss how The Limited is incrementally increasing sales by leveraging data collected online and the power of segmentation to deliver shoppers highly customized brand experiences.

Building the Ingredient Brand of the 21st Century

Building the Ingredient Brand of the 21st Century

CMO of DTS Kevin Doohan likes his kicks—a collection of more than 100 Nikes that he tweets about nearly every day.

When Brand and Customer Experience Are One

When Brand and Customer Experience Are One

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Sprint's Bob Johnson discusses the lasting impression of CX and its impact on revenue

Brands Have Lost Control, and It's OK

Brands Have Lost Control, and It's OK

How marketers can navigate the new customer engagement era.

Setting the Record for Flu Immunization (And What It Has to Do With Marketing)

Setting the Record for Flu Immunization (And What It Has to Do With Marketing)

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Guinness World Records records some marketing and awareness initiatives.

Dodge Dart looks to score during NFL opener

Dodge Dart looks to score during NFL opener

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Marketers of the resurrected compact plan for a spike in Web activity following a 90-second spot during the Giants-Cowboys NFL debut.

Plug-ins: DRTV

Plug-ins: DRTV

DRTV no longer exists in a vacuum. The advent and wide usage of social media has seen to that — which means it's more important than ever for direct response TV marketers to integrate social media into their strategies. Our expert columnists weigh in.

AT&T CMO heralds targeted approach

AT&T CMO heralds targeted approach

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For David Christopher, AT&T's CMO of Mobility and Consumer Markets, it's the power and speed of technology that have made his career most rewarding.

To know me is to target me

To know me is to target me

While privacy concerns are understandable, what most people care about at the end of the day is the price-value equation. They're willing to give up personal information about themselves if it helps a marketer target them more effectively and efficiently. If you can use past behaviors and stated preferences to deliver a better experience and waste less time, go for it.

Teenage apparel retailers struggle to integrate across marketing channels

Teenage apparel retailers struggle to integrate across marketing channels

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Abercrombie & Fitch and American Eagle Outfitters use diverse direct marketing approaches to sell similarly priced apparel to teenagers and young adults.

Insurance marketers leverage targeted marketing

Insurance marketers leverage targeted marketing

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Healthcare reform and signs of economic recovery have insurance marketers retooling their direct marketing efforts to drive relevant messaging to consumers and prospects.

Leveraging mobile to market in the moment

Leveraging mobile to market in the moment

Mobile is an action-oriented medium. Mobile shoppers are moving targets, so stationary forms of traditional branded engagements need not apply.

Law firm Collins & Lacy seeks to build on statewide expansion with 'marketing passion'

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South Carolina-based business law firm Collins & Lacy went from a boutique firm to having a statewide presence. The key to this expansion was management's decision to invest in a marketing department, which had previously left communications to its attorneys.

Drive email aquisition with frequent social media posts

Drive email aquisition with frequent social media posts

Your social media networks can be a major source of acquiring new email addresses for your subscriber list. It's a myth that social is "killing email" or that social users prefer to use social networks exclusively to communicate.

Connecting brand to the bottom line

Connecting brand to the bottom line

Sad as it is to admit, I've probably engaged in several dozen conversations over the years — some rather heated — that revolved around the definition of the word "brand." Occupational hazard, I guess.

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