Marketing Is Only as Effective as Its Weakest Link

Marketing Is Only as Effective as Its Weakest Link

How can companies identify and eliminate disruptive experiences in the omnichannel marketing chain — before they break customer ­relationships? Marketing insiders weigh in.

Blue Cross Blue Shield RI on Introducing Email Segmentation to your Company

Blue Cross Blue Shield RI on Introducing Email Segmentation to your Company

Health insurance provider Blue Cross Blue Shield Rhode Island drove engagement, leads, and conversion through its segmented campaigns.

Spotlight On: Google I/O

Spotlight On: Google I/O

Mere hours away, here's what marketers can expect to see at Google I/O.

Are Private Exchanges About to Have Their Day?

Are Private Exchanges About to Have Their Day?

At long last, the publishing industry's integration of programmatic thinking is near completion, says Hearst's ad tech chief.

The marketer's guide to the windfalls and pitfalls of the Internet of Things

The marketer's guide to the windfalls and pitfalls of the Internet of Things

The Internet of Things is well known, but not well understood. Here's everything marketers need to know before diving into this latest tech trend.

How to make programmatic less problematic

How to make programmatic less problematic

Automated marketing is like a gifted adolescent: The long-term outlook is rosy, while the short term is troublesome.

U.S. Internet Ad Revenues Reach New High in 2015 at $59.6 Billion

U.S. Internet Ad Revenues Reach New High in 2015 at $59.6 Billion

Mobile proved to be the biggest driver, accounting for $20.7 billion.

Ad Budgets Continue the Shift to Digital

Ad Budgets Continue the Shift to Digital

Accenture finds that digital and mobile are taking a sizable share of companies' advertising budgets—equal to that of television ads.

Pay Services Show Promise as Ad Blockers, Accenture Predicts

Pay Services Show Promise as Ad Blockers, Accenture Predicts

A portent for the near future: 14- to 17-year-olds appear the most willing to avoid ads through paid subscriptions.

On House of Cards, Pollyhop, and Digital Political Possibilities

On House of Cards, Pollyhop, and Digital Political Possibilities

Could Will Conway and his search engine stooge actually fix a presidential election by controlling what voters see on a search engine? Ummm...not really.

67% of All Digital Ads Are Now Bought Programmatically

67% of All Digital Ads Are Now Bought Programmatically

Next year the percentage will rise to 72% and represent $27 billion in ad spend, according to an eMarketer research report.

Great Marketers Track Customers and ROI

Great Marketers Track Customers and ROI

Trend-setting marketers are sophisticated emailers, cross-channel integrators, and digital transformation facilitators, according to a study by Salesforce.

Why Be an "Experience" Business? Because Customers Expect It

Why Be an "Experience" Business? Because Customers Expect It

When brands focus on the experience rather than on the product, customers respond—with their dollars and their loyalty.

It's Time to Be an Experience Business

It's Time to Be an Experience Business

The theme at the 2016 Adobe Summit is why and how to transform to an experience business. Adobe made several product announcements in line with that theme.

Marketers Put Pedal to the Metal on Technology

Marketers Put Pedal to the Metal on Technology

They're assuming the driver's seat and accelerating spending even though their roadmaps are unclear, says a study.

It All Starts With the Customer

It All Starts With the Customer

Speakers at #Excom2016 emphasized that companies need to put customers at the center of their strategic decision making.

On Martech: Forget the Quest for the Best and Buy the Really Good

On Martech: Forget the Quest for the Best and Buy the Really Good

It's time that's of the essence in the hunt for marketing tech solutions, not perfection, counsels an expert.

Today, All Politics Is Digital

Today, All Politics Is Digital

Data is king among the nation's kingmakers, says Rocket Fuel's JC Medici, who sees TV finally ceding ground to digital in the 2016 presidential race.

One Plus One Forever

One Plus One Forever

One-to-one is yesterday, according to direct marketing legend Stan Rapp, who holds that engagement is but the first step to the ultimate goal: entanglement.

The 7 Counters to Ad Blocking

The 7 Counters to Ad Blocking

The Interactive Advertising Bureau delivers a game plan for dealing with consumers who bypass digital ads.

Header Bidding Could Be Transformational for Marketing

Header Bidding Could Be Transformational for Marketing

This programmatic route to premium inventory is here to stay, says a panel at an IAB conference.

Despite Tech Aids, B2B Marketers Struggle with Targeting

Despite Tech Aids, B2B Marketers Struggle with Targeting

Nine out of 10 B2B marketers admit that their communications reach a significant number of people that will never do business with them.

Rocket Fuel's J.C. Medici Says Digital Is Bringing Agnosticism to D.C.

Rocket Fuel's J.C. Medici Says Digital Is Bringing Agnosticism to D.C.

Martech companies are playing politics, they're just not taking sides.

To Know or Not to Know? The Paradox of Digital Identity

To Know or Not to Know? The Paradox of Digital Identity

Marketers who don't bother to learn and use customers' privacy preferences are just a creepy ad or a retargeting sofa away from losing their customers' business forever.

Merkle and Oracle Collaborate on Better Seeding of the Marketing Cloud

Merkle and Oracle Collaborate on Better Seeding of the Marketing Cloud

The two answer a call for expert advice on optimum usage of components in the stack.

Why Millennials Block Ads

Why Millennials Block Ads

It's more about their disdain for bad browser experiences than a dislike of digital advertising.

How Digital Marketing Will Decide the Next President

How Digital Marketing Will Decide the Next President

Email, social, and addressable TV allow nontraditional candidates to enter the race cheaper and stay in longer.

Is Viant Deal a First-Party Data Triumph for Time Inc.?

Is Viant Deal a First-Party Data Triumph for Time Inc.?

Viant CEO Vanderhook says MySpace's user data gives Time Facebook-like scale outside of a walled garden.

DMA Adds 10 New Board Members

DMA Adds 10 New Board Members

New leaders include JPMorgan Chase brand chief Susan Canavari, plus execs from Acxiom, Conde Nast, Digitas, and Microsoft.

Swarovski's Word-of-Mouth Strategy Sparkles

Swarovski's Word-of-Mouth Strategy Sparkles

The crystal company uses digital advocacy to garner attendance—and sales—at in-store events.

Telenor Buys Tapad for $360 Million

Telenor Buys Tapad for $360 Million

The Nordic telecom aims to broaden its ad media profile with the acquisition of the cross-device ad platform.

Ad Blockers and the End of the Interactive Age of Innocence

Ad Blockers and the End of the Interactive Age of Innocence

IAB's Rothenberg brands blocker companies as satanic, but they're just marching to the orders of the masses.

Matt Rosenberg is ChoiceStream's New CMO

Matt Rosenberg is ChoiceStream's New CMO

The former Hollywood marketer is hired to punch up the story of data-informed programmatic buying.

Market Where Audiences Are Listening

Market Where Audiences Are Listening

Voices.com targets its two key customer groups via the channels in which they're most likely to respond.

This Election Year Digital Runs Neck and Neck With TV

This Election Year Digital Runs Neck and Neck With TV

Mobile-reliant Hispanic and African-American voters are helping to take digital prime-time in 2016.

How Marketing Is Changing the Way I Use the Web

How Marketing Is Changing the Way I Use the Web

Finding products and services is easier than it's ever been, but at what cost?

How to (Finally) Win at Marketing in 2016

How to (Finally) Win at Marketing in 2016

General Electric's top digital strategist breaks down how to excel in the industry's ever-changing landscape.

DMA: Despite Prez's Props, Data-Driven Economy Is Still at Risk

DMA: Despite Prez's Props, Data-Driven Economy Is Still at Risk

The trade association applauds Obama's commitment to digital marketing, but pleads for more safeguards from Washington.

MediaMath Launches 2nd-Party Data Business

MediaMath Launches 2nd-Party Data Business

Helix president Jacob Ross promises high-quality transactional data culled from top online retailers.

B2Bs Plan to Roll Up Digital and Mobile Capabilities [Infographic]

B2Bs Plan to Roll Up Digital and Mobile Capabilities [Infographic]

But the future of search and display is fishy for companies in marketing services, media, and technology.

CES Forecasts an Internet of Things Boom in 2016

CES Forecasts an Internet of Things Boom in 2016

The annual tech conference is filled with connected hardware of every ilk, heralding the Age of the Internet of Things.

Behold the Marketing Buzzwords of 2016

Behold the Marketing Buzzwords of 2016

Don't go all FOLO. Forge a graphene-like bond with the zeitgeist and watch your Wi-Fi aura glow.

Humans Overtake Bots on the Internet

Humans Overtake Bots on the Internet

But the battle against the bad bots is far from over. They are more plentiful than ever.

Digital Ad Spend for Q3 Was $15 Billion

Digital Ad Spend for Q3 Was $15 Billion

An increase in multichannel activity fueled a 23% rise—and the biggest quarter ever.

Block That Ad Blocker...Politely

Block That Ad Blocker...Politely

BlockIQ asks people running ad blockers to reconsider. But if they don't, it can deny them access to the desired site.

Boomtrain Makes a Stop At Oracle

Boomtrain Makes a Stop At Oracle

It's Amazon-level identity graphing for the masses, says CEO Nick Edwards.

Digital Agencies Have Reason to Rejoice in the New Year

Digital Agencies Have Reason to Rejoice in the New Year

Marketers overcome by data challenges and omnichannel pressures say they'll up their investments in outside help.

Uncle Sam Needs You in the War on Terror

Uncle Sam Needs You in the War on Terror

Anthropologist Scott Atran paints a picture of Jihadist recruitment that should be more familiar to social media marketing teams than to Navy SEAL units.

In 2015, Digital Went Mainstream

In 2015, Digital Went Mainstream

10 insights that will help marketers keep their digital strategies up to date.

3 Abstract Aspects of Digital Culture

3 Abstract Aspects of Digital Culture

Because digital isn't complicated enough.

Rocket Fuel Makes Move to People-Based Marketing

Rocket Fuel Makes Move to People-Based Marketing

It claims 30% higher response for beta testers of the system that promises a single view of individuals across devices.

Stop Worrying About Ad Blockers and Start Worrying About Xindi

Stop Worrying About Ad Blockers and Start Worrying About Xindi

The digital marketing landscape remains open to plunder by a growing lineup of criminal innovators. Meet Xindi.

Episerver begins its ascent

Episerver begins its ascent

Ascend '15 marked the global relaunch of two well established content and commerce platforms, now convergent under the Episerver banner

IDC: Cloud Spending Will Top $500 Billion by 2020

IDC: Cloud Spending Will Top $500 Billion by 2020

Customer capacity will be nearly boundless in the "DX economy," says the tech researcher.

Has Scalability Reached its Limits?

Has Scalability Reached its Limits?

An town hall discussion on ad blockers takes an interesting twist: Maybe it's time to kick our addiction to scale and give consumers what they want.

10 Twitter Marketing Tips in 140 Characters or Less

10 Twitter Marketing Tips in 140 Characters or Less

Less is more, especially when it comes to marketing on Twitter.

Oracle Fine-Tunes the Customer Experience

Oracle Fine-Tunes the Customer Experience

Oracle Marketing Cloud announces innovations directed at improving the customer experience

How to End Run the Ad Blockers

How to End Run the Ad Blockers

Brightcove intros server-side ad insertion for videos, which nullifies ad blockers by evading them.

Buyers Call Sales Reps Early in the Cycle When It Comes to Mar Tech

Buyers Call Sales Reps Early in the Cycle When It Comes to Mar Tech

Facing unlimited options and limited budgets, six out of 10 call vendors during the early research phase.

Internet Ad Revenues Grow 19 Percent

Internet Ad Revenues Grow 19 Percent

Plus, mobile revenues jump 54%.

Finding a Brand Voice That Resonates

Finding a Brand Voice That Resonates

weBoost's brand transformation journey reveals how finding its true brand voice helped it connect with its target audience.

Use Customer Knowledge to Innovate

Use Customer Knowledge to Innovate

Digital disruption is here; customer insight can help companies be disruptors instead of being disrupted.

Cost of Cyber Crime at Average Company Rises 19% This Year

Cost of Cyber Crime at Average Company Rises 19% This Year

Web weasels prefer the U.S., where losses pegged to their activities are twice as high as anywhere else.

Can Ad Tech Bring Down the High Cost of Getting Elected?

Can Ad Tech Bring Down the High Cost of Getting Elected?

Probably not, but this data-driven media tool might make trashing the other candidate on TV more efficient.

Lead Ads: It's All About the Form, Not the Function.

Lead Ads: It's All About the Form, Not the Function.

Facebook's new lead acquisition option could decrease disappointment over incomplete contact info.

IAB: 'We Messed Up'

IAB: 'We Messed Up'

Marketers must reign in and improve ad content on the web or risk losing their audience, warns the IAB's tech chief.

Storytelling to the Next Generation

Storytelling to the Next Generation

Experimenting with emerging technology to reach millennial buyers and influencers

MediaMath Names O'Connell CMO

MediaMath Names O'Connell CMO

An analyst of the programmatic scene for the past five years, O'Connell yearns to get her hands back on the controls.

Customer Acquisition Goes to Washington

Customer Acquisition Goes to Washington

Fluent, an ad tech platform for B2C's and nonprofits, opens a DC office to serve political candidates.

The Old? The New? It's All Marketing to Me.

The Old? The New? It's All Marketing to Me.

Could the DMA really bring together the old and the new, the physical and the digital at &THEN? As a matter of fact, yes.

Facebook Metrics Maven Says Force Digital Staffers Out of Their Comfort Zones

Facebook Metrics Maven Says Force Digital Staffers Out of Their Comfort Zones

And cookies must give way to people-based metrics for channel integration to work, Yongyong Kennedy says.

Marketers Need to Step Up Their Cross-Channel Game

Marketers Need to Step Up Their Cross-Channel Game

Fewer than 30% of marketers track customers across touchpoints by using cookies.

It's About Time, Google!

It's About Time, Google!

This week's introduction of Customer Match by the Sultan of Search is long overdue, say marketing tech insiders.

Will Boehner's Departure Stall Remote Sales Tax Bills?

Will Boehner's Departure Stall Remote Sales Tax Bills?

Committee chairs like Goodlatte are likely to have greater influence on legislation under a McCarthy regime.

Video Desires Vary by Country

Video Desires Vary by Country

Marketers' digital video watching and advertising habits vary greatly worldwide—and even here in North America.

Unruly Opens a 'Future Video Lab'

Unruly Opens a 'Future Video Lab'

The promoter of video "shareability" will dissect and analyze clients' videos in its New York office.

Are Your Cross-Channel Strategies Missing Mobile?

Are Your Cross-Channel Strategies Missing Mobile?

A new study suggests that marketers are focusing their integrated efforts on websites, email, and social.

MassMutual Profits From Digital Investment

MassMutual Profits From Digital Investment

The financial services provider redesigns its website to meet customers' modern needs.

Study: TV Directs People to More Direct Channels

Study: TV Directs People to More Direct Channels

People watch 17 times more TV than YouTube. Broadcast's the gateway medium to more targeted channels, holds the Video Advertising Bureau.

Marketing the Bahamas Is "Better" With Targeted Video

Marketing the Bahamas Is "Better" With Targeted Video

Video lets Nassau tourist board reach targeted audiences it can't through other channels.

Startup Hot Zone Contestants Announced by DMA

Startup Hot Zone Contestants Announced by DMA

Fifteen will duke it out at the &THEN show for the title of Most Digital Disruptor.

The Secret to Being Digital? Be More Human.

The Secret to Being Digital? Be More Human.

Brands that are digital humanists will get further with customers than those who are digital machinists.

Oh Say, Can You Produce?

Oh Say, Can You Produce?

Tech tot Josh Miller is the White House's first director of product. Josh, produce me a Ferrari and some world peace, wouldja?

Digital Communities Prove to Be Kicking Horse Coffee's Magic Bean

Digital Communities Prove to Be Kicking Horse Coffee's Magic Bean

The coffee brand relies on existing followers and subscribers to promote its product, drive engagement, and grow its customer database.

Congressional Candidates Wasted $240 Million on TV in 2014

Congressional Candidates Wasted $240 Million on TV in 2014

It's difficult for politicians to be direct about anything, but the smart ones will use direct methods to wring value from their marketing budgets in 2016.

Programming the Perfect Coffee Campaign

Programming the Perfect Coffee Campaign

91% of ad impressions for recent programmatic campaigns reached Nestlé UK and Ireland's desired market of new consumers

4 Ways to Make Push Notifications Part of the Integrated Experience

4 Ways to Make Push Notifications Part of the Integrated Experience

Because relying on push alone is not enough.

Millennial Moms Choose Nutrition

Millennial Moms Choose Nutrition

Nutrition is the main concern among millennial mothers when preparing their child's lunch—more so than price and convenience.

Precision Targeting: CPGs Must Engage Elite 1 Percent to Launch New Products

Precision Targeting: CPGs Must Engage Elite 1 Percent to Launch New Products

They must locate and promote to the one out of every 143 consumers who make or break their new products.

Marketers and the Beanstalk

Marketers and the Beanstalk

Marketers have been handed magic tech beans to lift them to unheard-of heights. But according to a new study, they are developing acrophobia.

A Blast From the Past

A Blast From the Past

Working at Direct Marketing News has allowed me to learn a lot—and teach even more. Here's a look back at some of my favorite lessons.

Co-op Funds Are Going Unused

Co-op Funds Are Going Unused

Advertisers are leaving $14 billion in 'free advertising' on the table.

Podcast Upfront to Debut in September

Podcast Upfront to Debut in September

The Interactive Advertising Bureau launches a preview event for digital audio marketers.

Adblocking Tools Are Gaining Popularity

Adblocking Tools Are Gaining Popularity

198 million people currently use adblocking tools—costing publishers more than $21.8 billion in lost revenue.

YouTube: One More Walled Garden

YouTube: One More Walled Garden

Removing the video channel's ad inventory from AdX is a bad move for all concerned, especially Google, insiders say.

Salesforce Announces Instagram Integration

Salesforce Announces Instagram Integration

Instagram currently boasts engagement levels of 70 million daily photo uploads and 2.5 billion likes per day.

Flexjet Takes Its Website to New Heights

Flexjet Takes Its Website to New Heights

The private jet company relies on digital content to drive engagement among its high-flying customers.

Is Amazon Really Bigger Than Walmart?

Is Amazon Really Bigger Than Walmart?

Old schoolers will say heck no. The Waltons outdid Bezos by $400 billion in sales last year. But the digital game is new, and it's a long-term play.

Autodialers on High Alert Over FCC Ruling

Autodialers on High Alert Over FCC Ruling

Its broad definition of what constitutes an autodialer has companies fearing lawsuits for conducting business as usual.

Getting the Download on a New Strategy

Getting the Download on a New Strategy

What's on the outside of the building that houses Dropbox's headquarters is an entirely different experience than what's on the inside.

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