Linking what's learned from direct and indirect customer input creates a more holistic view of customers' expectations, needs, and perceptions.
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.
Adoption of marketing automation in B2B varies widely by industry—as does the perception of its value.
Direct marketing is about understanding customers enough to drive them to act; Walk the Walk is a distinctive example.
From marketing tools to customer behaviors, here are five developments that continue to gain steam—and what to do about them.
Marketers who want to stay relevant need to go back to these four basics.
The demon that brought you the killer winter is back, but this time around the vortex will be a builder of revenues, not snowdrifts.
The poultry processor launches a 360-degree campaign to generate awareness for a new product.
Stock image site 99cimages has a new vision for e-commerce—and it doesn't include a username and password.
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.
A Harvard Business Review study says B2B salespeople are playing catch-up in the game of customer-managed relationships.
The event's creators are using marketing to spike the tournament to the forefront of the sports world amid World Cup frenzy.
Tealeaf's Ken Bisconti wants to know, "Why is every interaction with a brand NOT a marketing opportunity?" Good question.
Why this is the year—and era—of change in the field of marketing.
Not even advanced digital technology is capable of settling the age-old debate over what constitutes an ad impression.
Who can take data and turn it into insight? The candy man can.
The World Cup is an event that transcends sports—and mobile is a channel that transcends everything.
Emails with no subject lines, CEOs on social media, and other top digital tips, trends, and stats for today's marketers.
Forrester's chief of idea development tells why mobile's moment has officially come.
These brands show what it takes to win.
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?
Apparently unplanned, successful viral content requires major strategy.
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.
The innovation and technology company illustrates how its machines work through visual storytelling.
The circus is leaving town. After a year of experimentation, we're going to remove Marketing Mavens from dmnews.com.
Chief mobile strategists look beyond the typical location-based campaign and share how marketers can prompt customers to discover, engage, and purchase on devices.
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.
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.
"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."
Marketers get in the game with these wily World Cup social media marketing campaigns.
Copious road trips lead to insight on the many paths to success marketers are, or should be, traveling today.
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.
A countdown of the top ways NASA 360 uses social content to make its follower engagement skyrocket.
At the risk of sounding like Yoda: Technology may dazzle, but mobile strategy does not it make.
Companies with siloed operations are certain to lose ground to more connected competitors.
A simple reward, apology, thank you, or reminder can go a long way with email subscribers.
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?
Four panelists share their tips at Facebook Fit New York.
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.
Marketers can score a winning goal with these four social media strategies.
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.
Innovative advertising? The fast-food chain is lovin' it.
How marketers can know if they've crossed the line with personal data.
Live audiences are already engaged—but smart brands can capitalize on that beyond traditional sponsorship by making "Brought to You By" really mean something.
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.
The consumer goods organization relies on qualitative research to learn more about its thriving Hispanic community.
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.
Salesforce ExactTarget Marketing Cloud (say that five times fast) CMO Mike Lazerow talks tech (a little), apps, and philanthropy at Internet Week in NYC.
Gartner's Kimberly Collins discusses how marketers can create a consistent customer experience.
Organizations that want to thrive long term must focus on the customer, Gartner says.
Today's marketer needs to be digital, mobile, social, personal, and always on.
When your charter is customer experience, your CX better be spot on—especially when mistakes happen. At CXPA, it is.
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?
Sprint's Bob Johnson discusses the lasting impression of CX and its impact on revenue
It might sound like a tautology, but it's not: Everything is marketing and marketing is everything.
10 ways small business owners can get their marketing strategies off the ground.
Chief Experience Officer Alison Circle is using her marketing expertise to transform a 135-year-old institution.
A few more pearls of wisdom from the 2014 Marketing Hall of Femme honorees. They know what they're talking about.
A tasty Mexican treat turns into a lesson about targeted email marketing.
Experts outline specific concepts, skills, and traits aspiring marketers must possess to build a successful career today.
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.
In honor of Mother's Day, I discuss how my mother went from MOM to CEO of her own business.
If your marketing doesn't travel across consumers' screens—then you're missing an integral part of the customer journey.
Turns out, there's a science to content marketing. Here's the proof.
The Chicago-based hotel provides guests with their own digital and mobile concierge.
Four ways marketers can get to know their email subscribers.
Marketing EDGE Rising Star award winners offer their advice on how to achieve success in today's data and tech driven marketing world.
Top social and gaming apps play fast and loose with users' contact lists, with little out there to stop them, claims a new study.
Here's how to market a brand successfully in a Twitter bio.
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.
How the athletic footwear retailer applied its email remarketing tactics to Facebook.
A successful business and marketing strategy needn't rely on unique ideas so much as exceptional execution of any idea, a marketing expert says.
The head of the PRC and a noted union leader think so. They wonder why such an exclusive business isn't 24/7 instead.
Marketing + Cheese: What more could you want?
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.
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.
Forrester's David Cooperstein explains how successful marketers focus not only on campaigns, but also on the customer.
Marketing EDGE Rising Star award winners explain why mentoring is a vital part of marketing education and how marketers can do it better.
The composition of the 114th Congress may well be determined by great email campaigns instead of negative TV ads.
The financial services company invested in controversial marketing. The question is whether it paid off.
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.
Separate fact from fiction when it comes to marketing to America's young adults.
If one channel fails a customer, the whole cross-channel experience fails.
A new marketing medium is born, as Samsung enables A-listers to become their own paparazzi.
Email marketing experts reveal their top tips for reaching Gmail users in honor of the webmail service's 10th birthday.
It's not always easy to do good satire, but some brands and agencies really do know how to bring the funny.
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.
The former Secretary of State shares how Big Data shaped his life and career.
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 days of mass marketing are over—according to Teradata, today marketers need integrated omnichannel data to make the sale.
The director of the Pew Research Center's Internet & American Life Project lets the masses of Reddit ask him anything.
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.
Evolving a marketing department requires individual and corporate changes.
It's International Waffle Day. Content marketing never tasted so good.
Social media can be powerful at each stage of a webinar campaign.
Only the most agile and dexterous marketers will survive the industry's tech convergence, according to an author.
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.
The graham cracker brand's integrated marketing campaign targets the American families of today.
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.
15 marketing leader share their thoughts on thinking big in marketing
Company of the week
Data Services, Inc. meets the needs of today's data-driven marketer by providing front-end database management and data analytics platforms alongside our expertise in global contact data quality, database building and ongoing maintenance that comes with our 45+ years in business.
Spectrum Spatial attempts to make the world a small marketplace for B2B and B2C companies alike.
Intent, which tells you who, how, and when to target, is a common thread on the customer journey.
It's been a bad year for TV service providers.