As marketing agencies, consultancies, and technology vendors enter each other's arenas, finding the right partners has become infinitely more complex. Here's how marketers can select providers that play to their strengths.
One reason for Sprout Social's appeal is the relative simplicity of its user interface, and the perception that even inexperienced users can learn to navigate it easily.
This year we recognize Salesforce's achievement, for the completeness of vision and technological excellence of its cloud-based digital marketing platform.
Influitive, the advocate marketing platform headquartered in Toronto, impressed judges with its innovative approach to customer experience management.
Steve Wojtaszek, or Mr. Wojo as he's known to the thousands of postal employees whose actions he directs on a daily basis, is senior plant manager of the Morgan P&DC in Manhattan.
The definition—and appropriateness—of personalization is in the eye of the beholder. Here's how today's marketers define it, and what they consider to be too much.
Officially, Kim Ann King is the CMO of Web optimization company SiteSpect, but King's really more like the "CMTO" due to her marketing-technology infused skill set.
Jeff Diskin, SVP of global customer marketing at Hilton Worldwide, must keep 34 million HHonors members happy and returning for repeat stays.
Jessica Bohm, Folica.com director of marketing, shares insights into the hair care e-commerce brand's highly successful customer referral program.
TRUSTe's recent report on consumer perceptions of mobile and online privacy show that there's more distrust around privacy policies in mobile apps.
Marketers who still fully embrace traditional marketing tools such as print catalogs and direct mail have an opportunity to stand out to consumers bombarded by digital pitches.
Direct Marketing News spoke with DRTV vet Kevin Harrington about the history of the DRTV channel, how it's changed, and where it's heading.
Starwood's global digital marketing head Grazia Ochoa on what the brand is doing in the mobile space now and where it plans to be soon.
Retailers delve deep into their quantitative and qualitative consumer data to position brands and create rich customer experiences and personalized communications.
With each individual able to carry their business around with them on a tablet or phone, b-to-b marketing has sought a number of ways to reach on-the-go executives.
Jennifer Barrett Glasgow, global privacy leader, Acxiom Corp., discusses privacy concerns among global marketers.
Beiersdorf AG's skincare brand Nivea wanted to make a splash upon its 100th anniversary this year, kicking off a one-and-a-half billion dollar global multichannel campaign in 96 key markets — its largest global promotion ever.
Hospitality and travel company Carlson relaunched its Goldpoints Plus hotel loyalty program on March 31. The revamped Club Carlson loyalty program featured free in-room Wi-Fi, no blackout dates, rollover nights and complimentary room upgrades, among other benefits.
As marketers begin to connect the dots between their integrated programs' online and offline elements and tag offline elements with digital components, they are on the cusp of attaining fully measurable cross-channel initiatives.
Bernard Luthi, VP of marketing, Web management and customer service at Newegg, discusses how his company uses DRTV.
As DRTV marketers move well beyond their own traditional medium, companies that were built as shop-from-home cable TV networks are doing the same, broadening the appeal beyond TV. HSN (formerly the Home Shopping Network), QVC and ShopNBC have all enhanced sales capabilities online and through mobile devices.
Gauging the effectiveness of marketing continues to be a challenge, but this is especially true of companies whose marketing activities support retention or upsell within existing accounts. But vague metrics can become manageable once marketers set specific goals.
Measuring the value of marketing efforts on Facebook remains a mix of art and science. While most marketers agree that putting an exact value on the fans, shares or interaction on Facebook is difficult, they do express optimism that the Facebook ROI moment is not far off.
Sarah Personette, director of global agency relations at Facebook, discusses her new unit.
Marketers' lead generation tactics have grown more sophisticated. They are spending more time nurturing and scoring leads in favor of quality, a move away from the days of buying up big lists and collecting business cards.
Marketers employ a broad spectrum of behavioral tracking techniques to differentiate good leads from bad leads, effective campaigns from ineffective campaigns and to establish the best way to respond in either circumstance. Analyzing email click-through, email open rates, time on site and page views are among the many different statistics accessible today to qualify leads.
Marketers' search programs must be laser focused but nimble to keep up with algorithm tweaks and social and mobile while not neglecting the essentials of SEO that can organically propel brands to the top.
The purpose of search engines' evolving complexities may be to deliver more precise results for users, but a byproduct of that accuracy is more targeted data collection for marketers.
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.