Voice of the Customer Is Far More Than Surveys
Linking what's learned from direct and indirect customer input creates a more holistic view of customers' expectations, needs, and perceptions.
All the Post Office Needs Is a Little Repackaging
If big mailers want Standard Mail prices kept in line, they need to root, root, root for the Postal Service shipping team. It trails UPS and FedEx by $6 per package.
The State of B2B Marketing Automation
Adoption of marketing automation in B2B varies widely by industry—as does the perception of its value.
Do You Really Know What Motivates Your Customers?
Direct marketing is about understanding customers enough to drive them to act; Walk the Walk is a distinctive example.
5 Trends Influencing Marketing Today and, More so, Tomorrow
From marketing tools to customer behaviors, here are five developments that continue to gain steam—and what to do about them.
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4 Elements of Modern Marketing
Marketers who want to stay relevant need to go back to these four basics.
This Summer Vacation, Drift Into the Polar Vortex
The demon that brought you the killer winter is back, but this time around the vortex will be a builder of revenues, not snowdrifts.
When it Comes to Storytelling, Tyson Is No Chicken
The poultry processor launches a 360-degree campaign to generate awareness for a new product.
This Company Doesn't Collect Data. Here's Why.
Stock image site 99cimages has a new vision for e-commerce—and it doesn't include a username and password.
Marketing: The 'Yes, We Can Do It—Wait, What's the Question?' Department
Mo data, mo channels, mo tools, mo customer expectations—mo problems. Marketers need to get a handle on their workloads or their productivity, and their sanity, will suffer.
When CRM Morphed Into CMR
A Harvard Business Review study says B2B salespeople are playing catch-up in the game of customer-managed relationships.
Will the ASICS World Series of Beach Volleyball Ace Multichannel Marketing?
The event's creators are using marketing to spike the tournament to the forefront of the sports world amid World Cup frenzy.
Get Integrated Analytics—or Get Lost (as in Lost Customers)
Tealeaf's Ken Bisconti wants to know, "Why is every interaction with a brand NOT a marketing opportunity?" Good question.
2014: The Year of Transition for Marketers
Why this is the year—and era—of change in the field of marketing.
Vids Are Meant To Be Seen and not Viewed
Not even advanced digital technology is capable of settling the age-old debate over what constitutes an ad impression.
Spangler Candy Is No Dum Dum When it Comes to Email
Who can take data and turn it into insight? The candy man can.
What's the World Cup Coming to? Mobile.
The World Cup is an event that transcends sports—and mobile is a channel that transcends everything.
15 Digital Facts Every Marketer Should Know
Emails with no subject lines, CEOs on social media, and other top digital tips, trends, and stats for today's marketers.
This Really Is the Year of Mobile. Seriously.
Forrester's chief of idea development tells why mobile's moment has officially come.
Nike, Coca-Cola, and Emirates Clench Top Three World Cup Social Spots
These brands show what it takes to win.
The First Truly Social Cup
Social media's taking center stage—or shall we say center field—at the 2014 World Cup. Who needs sponsorship when you've got social?
Spontaneous Strategy: The Art of Viral Content
Apparently unplanned, successful viral content requires major strategy.
Exigency, Round 2
Neither mailers nor the USPS were happy with the decision handed down by postal regulators in the exigent rate case. Now both sides prepare to reenter the ring in appeals court.
GE Explains the Mechanics of "Suck, Squeeze, Bang, Blow" Through YouTube
The innovation and technology company illustrates how its machines work through visual storytelling.
Why We Decided Gamification Isn't in Our Game Plan
The circus is leaving town. After a year of experimentation, we're going to remove Marketing Mavens from dmnews.com.
The Neo-Age of Mobile
Chief mobile strategists look beyond the typical location-based campaign and share how marketers can prompt customers to discover, engage, and purchase on devices.
No More MAC Attacks Is Good News for Marketers
Apple's decision to randomize media access control codes in iOS 8 begins the dismantling of a major stumbling block to locating consumers via mobile devices.
Q&A: How Marketers Can Foster Better Relationships With Data Analysts
Adobe Social's product marketing manager discusses why collaboration between the two remains a challenge and why marketers should keep their eyes on messaging apps.
Tag Management Beyond the Tag
"The number of digital touchpoints is increasing exponentially—and with the Internet of Everything no longer the plot of a Philip K. Dick novel, marketers need a strategy to keep up."
World Cup Social Campaigns Score Big
Marketers get in the game with these wily World Cup social media marketing campaigns.
What's on Marketers' Minds?
Copious road trips lead to insight on the many paths to success marketers are, or should be, traveling today.
Are the Days of Batch and Blast Behind Us?
Everyone says 2013 was the year of mobile. Hardly noticed was the fact that it was also the year when email marketers decided to get serious about direct marketing.
10 Out-of-this-World Social Content Tips from NASA 360
A countdown of the top ways NASA 360 uses social content to make its follower engagement skyrocket.
Multi-Screen Means the Right Screens—Not EVERY Screen
At the risk of sounding like Yoda: Technology may dazzle, but mobile strategy does not it make.
It's Time to Be Digital by Design
Companies with siloed operations are certain to lose ground to more connected competitors.
Why Email Marketing Remains So Effective
A simple reward, apology, thank you, or reminder can go a long way with email subscribers.
Is Social Media Safe for Marketers?
Hacking gets all the attention, but bullying appears to be as big a problem. Should marketers take greater stock of the environment social networks provide for their messages?
11 Ways Facebook Can Help SMBs Grow Their Business
Four panelists share their tips at Facebook Fit New York.
For Marketers, Every Day Should Be Hug Your Cat Day
Marketers, June 4 is National Hug Your Cat Day. Make sure to thank the cat population for their vast contribution to the marketing landscape with a cuddle and a rub.
How to Kick Off a World Cup Social Campaign
Marketers can score a winning goal with these four social media strategies.
The Return of Mass Marketing?
FTC Commissioner Brill wants marketers to be more democratic with their messages and offers. But being selective is what direct marketers get paid to do.
Creative Bravery Helps McDonald's Achieve Golden Results
Innovative advertising? The fast-food chain is lovin' it.
In Concert with Your Mobile Audience
Live audiences are already engaged—but smart brands can capitalize on that beyond traditional sponsorship by making "Brought to You By" really mean something.
In Digital Town, Talk is Dear
Marketers who hope to form personal relationships with their customers are texting in the wind. Digital consumers are all about business, and they certainly don't want to talk to you.
P&G's Qualitative Study Produces Hair-Raising Insight
The consumer goods organization relies on qualitative research to learn more about its thriving Hispanic community.
Social TV Analytics That Go Beyond the Buzz-Numbers
Volumetric measures will only take you so far. How many people are tweeting about your brand or program is nearly irrelevant if you don't also know the context.
Really, Every Week Is Internet Week, So...
Salesforce ExactTarget Marketing Cloud (say that five times fast) CMO Mike Lazerow talks tech (a little), apps, and philanthropy at Internet Week in NYC.
Overcome Silos With Integrated Marketing Management
Gartner's Kimberly Collins discusses how marketers can create a consistent customer experience.
Future Success Lies in Customer Centricity
Organizations that want to thrive long term must focus on the customer, Gartner says.
A Snapshot of the 21st Century Marketer
Today's marketer needs to be digital, mobile, social, personal, and always on.
This Is How CX Is Done in Email
When your charter is customer experience, your CX better be spot on—especially when mistakes happen. At CXPA, it is.
Some Trashy Ideas for Your Content Marketing
Consumers fret that they consume too much and harm Mother Earth. They also are loath to stop consuming and hurt the economy. Is this writer the only one to spot a marketing angle here?
When Brand and Customer Experience Are One
Sprint's Bob Johnson discusses the lasting impression of CX and its impact on revenue
We're Living in a Post-Marketing World
It might sound like a tautology, but it's not: Everything is marketing and marketing is everything.
Small Business Marketing 101
10 ways small business owners can get their marketing strategies off the ground.
Meet a Marketer Who Owns Customer Experience
Chief Experience Officer Alison Circle is using her marketing expertise to transform a 135-year-old institution.
We Can Do It? We DID Do It.
A few more pearls of wisdom from the 2014 Marketing Hall of Femme honorees. They know what they're talking about.
The Secret Ingredient for a Successful Email Campaign
A tasty Mexican treat turns into a lesson about targeted email marketing.
7 Skills New Marketers Must Master
Experts outline specific concepts, skills, and traits aspiring marketers must possess to build a successful career today.
Back in the U.S.S.R.
Craft your Moscow-bound emails with the Soviet...er, Russian... reader in mind. Vladimir Putin intends to leave the West behind in his quest to control digital discourse in the homeland.
An Ode to My Favorite Small Business Owner
In honor of Mother's Day, I discuss how my mother went from MOM to CEO of her own business.
Don't Be at Cross-Screen Purposes with Your Customers
If your marketing doesn't travel across consumers' screens—then you're missing an integral part of the customer journey.
The Periodic Table of Content Marketing
Turns out, there's a science to content marketing. Here's the proof.
Digital and Mobile are The Godfrey Hotel's Greatest Amenities
The Chicago-based hotel provides guests with their own digital and mobile concierge.
How to Get a 360-Degree View of an Email Subscriber
Four ways marketers can get to know their email subscribers.
8 Ways to Succeed in Today's Marketing Environment
Marketing EDGE Rising Star award winners offer their advice on how to achieve success in today's data and tech driven marketing world.
Growth Hacking and the App-Spam Scam
Top social and gaming apps play fast and loose with users' contact lists, with little out there to stop them, claims a new study.
4 Ways to Make 140 Characters Count
Here's how to market a brand successfully in a Twitter bio.
It Ain't Easy Being a Green Marketer
If brands are going to talk the green talk, they need to be prepared to walk the green walk. This and other Earth Day-related musings.
Relevance Is the "Sole" of Finish Line's Remarketing
How the athletic footwear retailer applied its email remarketing tactics to Facebook.
In a World of Technological Novelty, Execution Prevails
A successful business and marketing strategy needn't rely on unique ideas so much as exceptional execution of any idea, a marketing expert says.
Is 5-Day Delivery USPS's Way of Saying It's Giving Up on Mail?
The head of the PRC and a noted union leader think so. They wonder why such an exclusive business isn't 24/7 instead.
Président Replaces Cheesy TV Spots with Digital
Marketing + Cheese: What more could you want?
Unhidden YouTube Talent
The problem with trends: Most brands find out about them when they're already cresting. But virality means getting behind a trend before it hits.
The Honeymoon's Over: How to Fix the Agency/Client Relationship
Marketers, if it annoys you when your agency leaves the toilet seat up—tell them. This and other tips on how to dispel the illusion of productivity.
The Age of the Customer Intensifies
Forrester's David Cooperstein explains how successful marketers focus not only on campaigns, but also on the customer.
How Mentoring Helps Marketers Rise to the Challenge
Marketing EDGE Rising Star award winners explain why mentoring is a vital part of marketing education and how marketers can do it better.
Digital Marketing Prowess Could Sway Midterm Elections
The composition of the 114th Congress may well be determined by great email campaigns instead of negative TV ads.
Was Jesus a Good Investment for Kapitall?
The financial services company invested in controversial marketing. The question is whether it paid off.
Patience Is a Virtue (That Consumers Don't Have)
How long would you wait around for a mobile website to load? No need to respond. I already know the answer: less than one second.
Four Millennial Marketing Myths
Separate fact from fiction when it comes to marketing to America's young adults.
Are Customers Satisfied With Your Multichannel Experience?
If one channel fails a customer, the whole cross-channel experience fails.
Enter the Selfie-Razzi
A new marketing medium is born, as Samsung enables A-listers to become their own paparazzi.
8 Ways Marketers can Better Target Gmail Subscribers
Email marketing experts reveal their top tips for reaching Gmail users in honor of the webmail service's 10th birthday.
Psych! April Fool's Day 2014, Marketing Style
It's not always easy to do good satire, but some brands and agencies really do know how to bring the funny.
So, You Want to Go Viral?
Sometimes a piece of video content takes on a life of its own—a kind of magic. Some say it's impossible to truly predict. Others claim it's all about the numbers.
Gen. Colin Powell: Big Dreams, Big Goals, and Big Data
The former Secretary of State shares how Big Data shaped his life and career.
Ethics: The Achilles Heel of Big Data?
Marketers have access to more data and technology than ever before, but technology has no moral scruples. But just because they can, does that mean that marketers should?
The Secret to a Great Customer Experience
The days of mass marketing are over—according to Teradata, today marketers need integrated omnichannel data to make the sale.
Lee Rainie Talks Wearables, Tech, and Privacy
The director of the Pew Research Center's Internet & American Life Project lets the masses of Reddit ask him anything.
In Search of a New Postal Paradigm
John Callan's Postal Vision 2020 will convene the world's finest postal minds to explore future options for mail in America. Here, the delivery industry veteran gives his own views on what lies ahead.
How Marketers Can Reinvent Their Corporate and Personal Brands
Evolving a marketing department requires individual and corporate changes.
Don't Waffle Around With Your Content Marketing
It's International Waffle Day. Content marketing never tasted so good.
When Webinars Meet Social
Social media can be powerful at each stage of a webinar campaign.
Agility, the Crucible of Modern Marketing?
Only the most agile and dexterous marketers will survive the industry's tech convergence, according to an author.
Postal Service CIO Makes a Case for Intelligent Mail
It's an investment that must be made to integrate mail with digital methods, says Jim Cochrane. Mailers reeling from a 6% rate increase, however, will be hard to convince.
Honey Maid Shows the Evolution of Families and Products
The graham cracker brand's integrated marketing campaign targets the American families of today.
Speedo's Stroke of Content Genius
It wasn't Speedo's goal to go viral with its "Art of the Cap" campaign—but it's hard to go wrong with authentic storytelling, charitable giving, and sleek Olympic bodies.
Marketing Chiefs Talk Big Thinking
15 marketing leader share their thoughts on thinking big in marketing
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