Too often we move on to the next lead generation campaign before the previous one has realized its full potential. Here's why that's a bad idea.
Despite all the strides we've made in data science, many brands still segment their customers using very broad strokes. But that needs to change.
You need to protect your business from the vicissitudes of the changing search landscape. Here's how.
While content is an essential part of any comprehensive marketing strategy, it's not a magic bullet—nor will it solve all of your marketing woes.
Radio version 2014 delivers an exciting palette of marketing tools to make the medium of sound more effective for direct response advertisers.
Multichannel marketing isn't a new concept. What is new, however, is advertisers' understanding of the value of multichannel marketing.
Transparency and authenticity in social media is a must to build customer trust. This means embracing criticism and managing it.
If you're a retailer with a PLCC and not a loyalty program, you are leaving money on the table.
As competition intensifies, global e-commerce organizations face challenges in differentiating their offerings with key audiences.
Retailers who use online shopping technology to keep up with the ever-changing needs of consumers will ultimately win in this new era of retail.
Consider these factors when designing and delivering rich content and user experiences over mobile.
Email is an opportunity for a two way dialogue, but too many marketers miss the opportunity to be proactive and strategic with this highly effective channel.
With YouTube as with life, sometimes the hardest part is just showing up.
ABC's livestream debacle did worse than turn me off one time—now, I'm not likely to tune in next year. And neither is the Internet Generation.
Optimize on-site performance and you'll drive better user engagement—which has a domino effect on conversion and revenues.
The digital marketing landscape is filled with choices and content marketing is shaping the future of how consumer decisions are made.
The daily deal extravaganza may have finally met a plateau, but online coupons are still alive and (sometimes) well.
Tips to help ensure the success of your global multichannel marketing initiatives.
When it comes to attracting and retaining customers, increased engagement is the Holy Grail.
Considering embarking on a mobile strategy? It's critical to understand your customers' mobile mindset first.
The new multichannel marketing and design landscape is here.
So why can't airline loyalty programs and their credit card partners get it right?
The consumer Web has given rise to a new normal. We want it personal. We want it perfect. And we want it now.
In the tech world, the term is "growth hacking." Elsewhere in the entrepreneurial universe, it's having a marketing strategy that's just plain scrappy.
When it comes to closing the deal, direct response TV advertising may have a distinct, yet not often considered advantage—Human Interaction.
We aren't yet at the point where advertisers can match Facebook profiles to Twitter handles to Pinterest boards, but we are nearing a tipping point.
For the same reason you can't build out a floor plan until the foundation is set, marketers can't truly unlock hard data unless it's contextualized.
Influencers are valuable, but it's the everyday advocates who are the bread and butter of referral marketing programs.
Viewable impressions will impact publisher revenue—and publishers should start paying attention.
It's about real-time reporting and proactive project management.
In making the process to connect with customers more streamlined and automated, we sometimes forget to put ourselves in the customer's shoes.
Data has been a marketing currency for years—but the rise of digital media has changed the rules.
Search is like the e-commerce version of your store window. It's one of the most crucial elements of the commerce experience, and yet it's often overlooked.
Direct response marketers meet your new best friend: the Facebook page post ad.
There is one word that should strike fear into the hearts of marketing executives everywhere: blacklisted.
The holidays have proved that shoppers aren't just distracted, they're also impatient—and too much multichannel marketing can become a bombardment.
Banks getting cozy with retailers—an enticing data and targeting partnership, but brands should think twice before jumping in with both feet.
The four Ps—product, place, price, and promotion—serve as a helpful method for breaking down a marketing strategy. But now there's a fifth P.
The most crucial element in a direct mail campaign is the mailing list. Here's how to do it right.
Think of telemarketing as a long-term activity, built on a solid database marketing approach, and you'll reap its greatest rewards.
Effective customer acquisition marketing campaigns come down to a simple mantra: Don't put all your eggs in one basket.
It's no longer all about structured data held in the most obvious transactional databases. Data is being collected all the time, but it's not always used to its full potential.
How did marketers get thrown into the ring, battling social issues instead of just selling soft drinks or fast food? Read on.
With so many pitfalls on the road to app success, brands need to take a step back and first ask themselves if they even need an app to begin with.
We all know that repeat customers are more profitable than new ones. But retaining customers and building loyalty in an omnichannel world is tough.
How can companies better protect and enhance the performance of their native mobile apps? Consider the following.
Each customer will take a different journey—just like snowflakes, no two are alike. The key is to create an optimal set of potential experiences for them, whichever path they take.
The holidays: It's the most wonderful time of the year. It's also the time of year when marketers and retailers are heavily focused on driving all-important revenues. They have to be.
To take advantage technology, companies need to find a way to bridge the gap between CIOs and the evolving role of CMOs within an enterprise.
With a set of standards and processes in place, you can spend more time on what you are here to do: ideate, iterate, and create.
Looking for an enjoyable way to spend an afternoon while supporting your community and the economy as a whole? Go shopping.
The days of Facebook being only an affinity or engagement platform for advertisers are, thankfully, coming to an end.
Let's take a look at some buzzworthy updates to top social media sites to see how they can impact the way you market your business.
Persona marketing can be a tricky science. Luckily, there are tools and methods out there that can help us determine which attributes to select. It's called data.
How to walk the walk, and gobble the gobble, when it comes to delivering your brand message.
Marketers must learn how to integrate Big Data and automation with their own creativity—and at the intersection of algorithms and creativity lies testing.
These days, workflow automation—whether driven by the rapid advancement of technology or simple business economics—is essential for virtually any business or company.
The key to CLV is discovering how customers spend their money and time when they're not in your store.
I buy too much moisturizer, bathroom cleaner, and hand sanitizer. I know this because when I check out at Target the cashier hands me coupons for diapers.
Some of these suggestions may seem counterintuitive, but give them some thought and you might be surprised by how your email marketing efforts start to shape up.
Before you decide on push versus SMS, take a moment to consider acceptance, aggravation, reach, and return.
Listen up CMOS: Intelligently enabling today's sales managers and representatives for sales mobility is a smart investment.
Twitter surely didn't create the Lead Generation Card offering to drive advertisers to a competing social platform. Here's what Twitter should do to make this product more impactful on its own platform.
There's pressure for lift, ROI, hits, likes, shares, and a thousand other KPIs. But I like to think we can work hard and take marketing seriously but have fun at the same time.
There are numerous steps associated with the conception, strategy, creation, execution, and confirmation of a sound media plan.
Adometry CMO Casey Carey discusses how cross-channel attribution is changing.
There are two ways to improve a venture's ROI: You can lower costs or you can raise revenue...or you can do both. That's when the your ROI really starts to look nice.
Want to reach customers in a rich, highly meaningful manner? Try the The 4E approach—entertain, educate, enrich, and engage.
Want to learn how to use digital place-based media to target precise retail demographics? Read on.
Google is planning to scrap iGoogle in November. Getting rid of iGoogle is a lazy cop out. If clean design is your new corporate initiative, then make iGoogle cleaner.
Direct marketers that ignore the digital market and consumers' winding paths to purchase are leaving sales on the table for their competition.
By placing the human element as a top priority for every IT project you approach, your boutique firm can win big in the face of larger competitors.
To paraphrase The Incredibles: Once everyone's innovative, no one is. Innovation isn't a thing; it's a way of thinking.
A cheat sheet for the guest blogger beginner. A lack of high-quality guest bloggers means you have a golden opportunity to form valuable personal relationships in the field.
Decision-making by committee gets you nowhere. You might not be drowning, but you're treading water—and that won't help you bottom line.
On their best day, brainstorms foster collaborative problem-solving, efficient idea-generation and unexpected revelations. On their worst, participants decide to phone it in—literally.
An agency's responsibility is to help its clients break through the competitive clutter—not just do the same old, same old.
Focusing on the heart of your selling engine—the online store—will go a long way toward making this a highly profitable year.
In the age of social media, you can open yourself to advertising liability with the click of a mouse. If that's not enough to put a chill in your third cup of coffee, I don't know what is.
Cape Cod in the summer—home of the ocean, seafood, sand, relaxation, and lessons on behavioral science.
A look at how Google's deep dive on cookies and Acxiom's escape hatch are actually good for data marketers.
If you thought this article was going to be about more effective usage of your CRM software, you could not be more wrong.
The million dollar question: How does a marketer measure how much an ad on one channel influences purchases through another channel?
It may have taken longer than some areas of life, but education is finally having its digital moment.
In today's business climate it's critical for key messages to hit home with the right audiences to drive increased revenue for a brand.
Blogging and revenue-generation don't have to be at cross purposes.
Let's face it: Email isn't going anywhere, despite numerous prognostications in recent years that email is dead.
Call tracking numbers provide incredibly valuable data about which mailers produce calls. There's basically no excuse not to use them.
Now that the smoke has cleared, let's take a holistic look at what the new Gmail tabs mean for marketers.
Is an app the right mobile path for your brand?
As advertising grows and evolves so does the role and importance of measurement. The watchword today is attribution.
CMOs and marketing directors are extremely hesitant to rock the boat if they know sales won't like the changes.
Personalize your email so that it's relevant to each individual customer and maybe you'll have the beginning of a beautiful relationship.
Pay-per-click marketing is a great way to get exposure for you brand—but it can get complicated. Here are a few tips to get you on your way.
Regardless of what you call it—multichannel or omnichannel—a focus on the customer ensures that you're not going to be Alice in Wonderland.
Technology has become a part of us. Your device probably knows more about you than your close friend.
For retailers, knowing what is in someone's shopping cart is no longer enough to deliver the best experience for the customer and the greatest value for the business.
In a world where you're more likely to survive a plane crash than click on a banner ad, it's clear that the traditional approach of interrupting our target no longer works.
Mobile has many opportunities, but many marketers are getting it wrong by taking their existing strategies and simply asking for mobile inventory.
Tips on what a CPG brand can do to tip the value scale when consumers ask themselves, "What's the difference between this brand and the lower priced store brand?"
Company of the Week
SK&A is a leading provider of U.S. healthcare information solutions and databases. As part of IMS Health, SK&A researches and maintains contact and profiling data for over 2 million healthcare providers, including 800,000+ prescribers. SK&A's data supports research and marketing initiatives for life sciences, medical device, managed healthcare, direct marketing, publishing, education and more. SK&A's proprietary databases are telephone-verified twice per year from its world class Research Centers. SK&A enables multi-channel marketing and sets the standard for data quality and reliability. SK&A's customers include many of America's most recognized healthcare, publishing and pharmaceutical institutions.
SK&A is a leading provider of U.S. healthcare information solutions and databases. As ...