Features All Marketing Is Direct

All Marketing Is Direct

Data-driven. Digital. Direct. These formerly distinct marketing terms are merging as real-time relevance increasingly drives customer interactions.

Content Marketing Content Marketer or Media Mogul?

Content Marketer or Media Mogul?

Three approaches to taking content marketing to the next level.

Features Redefining the High-Value Customer

Redefining the High-Value Customer

Three companies ditch the notion that big spenders are the best customers, and opt for a modern definition rooted in influence.

Features 18 People in Marketing You May Not Know...but Should

18 People in Marketing You May Not Know...but Should

Not all influencers are well-known; that doesn't make their impact any less potent.

Marketing Strategy Lead Spotting

Lead Spotting

Getting inbound and outbound lead gen on the same track.

Privacy Are Marketers Getting Too Personal?

Are Marketers Getting Too Personal?

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.

Marketing Strategy 18 Leaders Who Put the Femme in Phenomenal

18 Leaders Who Put the Femme in Phenomenal

Risk takers. Storytellers. Leaders. Direct Marketing News announces its 2014 Marketing Hall of Femme honorees.

Privacy The Data-Protection Paradox

The Data-Protection Paradox

The heated data security and privacy debate is rich with contradictions, controversy, and complexity—and major challenges for marketers.

Loyalty Fickle About Loyalty

Fickle About Loyalty

Customers' capricious purchase behaviors and ever-increasing expectations—and marketers reactions to both—have altered the thinking on loyalty in three significant areas.

Marketing Strategy Hot Marketing Trends For 2014

Hot Marketing Trends For 2014

30 marketing pundits predict what will catch fire in marketing this year.

Marketing Strategy Marketing Leads Here!

Marketing Leads Here!

Customers' changing purchase habits have extended marketers' reach further into the sales funnel, upping their contribution to revenue.

Marketing Strategy Future Shock

Future Shock

The marketing technology landscape is changing faster than ever. Here's what marketers need to know to keep pace.

Data/Analytics The DL on DMPs

The DL on DMPs

Keeping up with consumers' multichannel, multidevice lifestyle is becoming increasingly challenging. Enter: data management platforms.

Data/Analytics The Right Slice

The Right Slice

Here's how three companies with unique marketing challenges refreshed their customer segmentation to drive sales gains.

Postal Donahoe's Postal Vision

Donahoe's Postal Vision

The USPS has problems. Direct mailers have questions. Who better, we reasoned, to answer them than the Postmaster General?

Features Under (and so over) the Influence

Under (and so over) the Influence

15 mavericks, brands, and legislators that catalyzed the marketing industry over the past year.

Marketing Strategy Q&A: Tracy Stokes, Principal analyst serving CMOs, Forrester Research

Q&A: Tracy Stokes, Principal analyst serving CMOs, Forrester Research

Tracy Stokes is an unapologetic brand-builder. We asked for her account of accountability.

Marketing Strategy Measuring the Wow

Measuring the Wow

Creativity in the age of marketing accountability.

Marketing Strategy The New Power Couple

The New Power Couple

The darlings in business today are the CMO and CIO. Only when they partner well will marketing insight truly come to light.

Marketing Strategy Q&A: Kim Ann King, CMO, SiteSpect

Q&A: Kim Ann King, CMO, SiteSpect

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.

Customer Experience Voice Activated

Voice Activated

The voice of the customer calls marketers to action at Barclaycard, Cross Country Home Services, and JetBlue.

Data/Analytics COPPA: Not Child's Play

COPPA: Not Child's Play

It's a federal regulation that affects companies like Nimbus Games, a mobile game publisher for children primarily between the ages of four to nine.

Data/Analytics Top 5 Privacy Issues Revealed

Top 5 Privacy Issues Revealed

Privacy experts tackle the leading privacy issues surrounding on- and offline customer data.

Data/Analytics Taco Bell markets its quality experience with a new menu

Taco Bell markets its quality experience with a new menu

Fast food restaurants often market the dining experience as much as the food itself. Take Taco Bell, for example.

Data/Analytics Marketer vs. Reality

Marketer vs. Reality

Using data to align marketers' perceptions with the actual customer experience.

Loyalty Q&A: Jeff Diskin, SVP of global customer marketing, Hilton Worldwide

Q&A: Jeff Diskin, SVP of global customer marketing, Hilton Worldwide

Jeff Diskin, SVP of global customer marketing at Hilton Worldwide, must keep 34 million HHonors members happy and returning for repeat stays.

Digital Marketing Digital marketing mastery in the B2B world

Digital marketing mastery in the B2B world

Creating buzz and building engagement in the B2C world takes many forms. In B2B, it's all about content marketing.

Digital Marketing Rise above a crowded digital landscape

Rise above a crowded digital landscape

The secrets to a brand gaining digital "all-star" status are the think multichannel, collaborate cross-functionally, and take creative risks.

Loyalty Loyalty reprogrammed

Loyalty reprogrammed

Customer loyalty has become ever more tenuous. Marketers need to rethink their approach to building and sustaining loyalty—and data is how they'll amp up their results.

Features Q&A: Jessica Bohm, director of marketing, Folicia.com

Q&A: Jessica Bohm, director of marketing, Folicia.com

Jessica Bohm, Folica.com director of marketing, shares insights into the hair care e-commerce brand's highly successful customer referral program.

Features So many channels, so few quality leads

So many channels, so few quality leads

Want to reach prospects and cultivate leads? The choices are overwhelming. Marketers have to make educated choices—and the occasional leap of faith.

Features Mad Skills

Mad Skills

The talented 2012 Direct Marketing News 40 under 40 have them in spades.

Mobile Marketing SoLoMo marketing hits the spot

SoLoMo marketing hits the spot

Brands are embracing integrated social/local/mobile campaigns to address the challenge of right time, right place, right offer.

Multichannel Marketing Formulating the ideal marketing mix

Formulating the ideal marketing mix

Multichannel marketing + customer engagement = transaction. Brands share what they're doing to identify the ideal blend.

Mobile Marketing Online privacy concerns outweigh mobile app downloads

Online privacy concerns outweigh mobile app downloads

TRUSTe's recent report on consumer perceptions of mobile and online privacy show that there's more distrust around privacy policies in mobile apps.

Digital Marketing Be relevant, not creepy

Be relevant, not creepy

Behavioral targeting can be a highly effective marketing asset when customer data is used wisely, not wildly.

Postal Q&A: Gary Reblin, VP of domestic products, USPS

Q&A: Gary Reblin, VP of domestic products, USPS

Are mobile 2D barcodes the future of direct? Could be, says Gary Reblin of the USPS.

Production and Printing Pushing the envelope

Pushing the envelope

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 Mail Q&A: Kevin Harrington, chairman & founder, TVGoods, Inc.

Q&A: Kevin Harrington, chairman & founder, TVGoods, Inc.

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.

Direct Mail DRTV changes channels

DRTV changes channels

A multichannel approach provides a clearer picture of DRTV's potential.

Direct Mail DRTV is the heart of Zestra's touchy campaign

DRTV is the heart of Zestra's touchy campaign

As much as the marketing landscape changes, many of the DRTV aspects that made it attractive to marketers for decades remain unchanged.

Search Marketing Pinpointing mobile search

Pinpointing mobile search

As more consumers turn to smartphones to find information on products and services, brands are overhauling their desktop search strategies for mobile.

Mobile Marketing Q&A: Grazia Ochoa, director of global digital marketing, Starwood Hotels & Resorts Worldwide

Q&A: Grazia Ochoa, director of global digital marketing, Starwood Hotels & Resorts Worldwide

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.

E-commerce Friending e-commerce

Friending e-commerce

Facebook's ubiquitous reach now extends into the social commerce arena.

Digital Marketing Leveraging QR codes

Leveraging QR codes

LBS and QR codes leave an impression on the mobile marketing landscape.

Digital Marketing Q&A: Brian McClary, social & emerging media analyst, Ford Motor Co.

Q&A: Brian McClary, social & emerging media analyst, Ford Motor Co.

Location-based technology and QR codes are in heavy rotation at the Ford Motor Company.

Multichannel Marketing Mobile's surge

Mobile's surge

Brands embrace mobile commerce by developing apps and building sites for smartphone and tablet users, as well as optimizing their e-commerce sites.

Data/Analytics Data drives e-commerce

Data drives e-commerce

Retailers delve deep into their quantitative and qualitative consumer data to position brands and create rich customer experiences and personalized communications.

Features Q&A: Sandra Zoratti, VP of marketing solutions, Ricoh

Q&A: Sandra Zoratti, VP of marketing solutions, Ricoh

Sandra Zoratti, VP of marketing solutions at Ricoh discusses the changing landscape of b-to-b marketing.

Customer Experience B-to-b on the go

B-to-b on the go

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.

Email Marketing Maximizing email

Maximizing email

Avoiding common email marketing mistakes will ultimately drive better campaign ROI.

Digital Marketing Dell's transformation

Dell's transformation

Dell strives to better target its customers and market its brand.

Digital Marketing Game time

Game time

Marketing experts agree that gamification drives powerful and prolonged consumer engagements. But is the technology too new to invest in?

Digital Marketing Apps emerge as ideal interactive partners

Apps emerge as ideal interactive partners

These apps do the trick when it comes to interactive gamification.

Multichannel Marketing Q&A: Jennifer Barrett Glasgow, global privacy leader, Acxiom Corp.

Q&A: Jennifer Barrett Glasgow, global privacy leader, Acxiom Corp.

Jennifer Barrett Glasgow, global privacy leader, Acxiom Corp., discusses privacy concerns among global marketers.

Multichannel Marketing Nivea's billion-dollar, global multimedia campaign cleans up

Nivea's billion-dollar, global multimedia campaign cleans up

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.

Multichannel Marketing Going global

Going global

To grow their scale beyond borders, marketers must 
negotiate a maze of channels, data and cultures
.

Data/Analytics Carlson customizes loyalty programs

Carlson customizes loyalty programs

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.

Data/Analytics Fierce loyalty

Fierce loyalty

Competition 
among loyalty
 programs is
 more intense 
than ever, but
 are consumers 
cooling to them?

Multichannel Marketing Boom times for integrated ROI

Boom times for integrated ROI

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.

Multichannel Marketing Q&A: Mark Krebs, VP of marketing, Kirkland's

Q&A: Mark Krebs, VP of marketing, Kirkland's

Mark Krebs, VP of marketing at Kirkland's, discusses his company's integrated marketing media mix.

Multichannel Marketing Mastering 
the mix

Mastering 
the mix

With the explosion of media choices, today's consumers are everywhere at once — and yet, never in one place for very long.

Features Q&A: Bernard Luthi, VP of marketing, Web management and customer service, Newegg

Q&A: Bernard Luthi, VP of marketing, Web management and customer service, Newegg

Bernard Luthi, VP of marketing, Web management and customer service at Newegg, discusses how his company uses DRTV.

Features

Home shopping TV channels also broaden reach

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.

Features More than television

More than television

Marketers are integrating their DRTV strategies with online tactics
 to grow consumer response and improve measurement capabilities
.

Features Beyond Leads

Beyond Leads

B-to-b marketers are finding innovative ways to convert business not just to customers, but long-term partners.

Features Q&A with Christa Carone, CMO of Xerox Corp.

Q&A with Christa Carone, CMO of Xerox Corp.

Christa Carone discusses Xerox's b-to-b client retention strategy.

Features

Tips for measuring ROI in a b-to-b campaign

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.

Digital Marketing Marketers give social thumbs up

Marketers give social thumbs up

Facebook's ubiquity creates opportunities for 
marketers to reach customers with more 
relevant and interactive messages
.

Digital Marketing

Master social media ROI

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.

Digital Marketing

Q&A: Sarah Personette, director of global agency relations, Facebook

Sarah Personette, director of global agency relations at Facebook, discusses her new unit.

Data/Analytics Brands enhance lead generation strategies

Brands enhance lead generation strategies

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.

Data/Analytics

Tracking leads

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.

Search Marketing Darwinian chase through search
 marketing

Darwinian chase through search
 marketing

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.

Search Marketing

Fine-tune search data analysis

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.

Production and Printing Print stages a comeback

Print stages a comeback

The printing industry's newfound creativity has recaptured marketers looking for impact as it races to compete against its digital brethren

Production and Printing Rising paper costs, postal price increases force adjustments

Rising paper costs, postal price increases force adjustments

Marketers sound off on how rising costs are impacting strategies.

Direct Mail Magazine industry pushes change

Magazine industry pushes change

A US Postal Service update to its periodical content rules last July gave marketers a new route to send creative print materials at a discount.

Multichannel Marketing Hooked on discounts

Hooked on discounts

Online retailers drove a holiday season of aggressive discounts that may be ingraining a culture of 24/7 bargain hunting among their customers.

Multichannel Marketing Discount mastery

Discount mastery

Despite a seemingly nonstop deal-of-the-day bonanza this past holiday season, retailers remained careful in determining how to position price cuts.

Multichannel Marketing Interview with David Friedman, president of marketing at Sears Holdings

Interview with David Friedman, president of marketing at Sears Holdings

"E-tailing is a big part of what retail is today," says David Friedman, president, marketing at Sears Holdings Corp. He should know: Friedman, who joined the retailer in September 2010, is the former president, Americas, of interactive marketing agency Razorfish.

Digital Marketing Mobile sets agenda

Mobile sets agenda

Mobile advertising, once nascent, has grown into an increasingly important, but fractured marketplace.

Digital Marketing How to navigate a mobile ad buy

How to navigate a mobile ad buy

Navigating a mobile ad buy can be confusing for even the most astute marketers. Michael Becker, co-author of Mobile Marketing for Dummies and MD at the MMA, answers some common questions.

Data/Analytics Innovations in loyalty

Innovations in loyalty

Marketers find new ways stand out by adding flexibility and better incentives

Data/Analytics

Four ways to measure loyalty

Loyalty programs can help businesses retain customers, but they can also be expensive. In order to justify the spend, marketers must constantly assess these programs.

Direct Mail Abandoning the mail

Abandoning the mail

Financial doomsday scenarios at the USPS, coupled with advancements in customer communications, are forcing marketers to prepare for a day when the US Mail is a far smaller piece of their business plans.

Features Interview: Ruth Goldway, chairman of the Postal Regulatory Commission

Interview: Ruth Goldway, chairman of the Postal Regulatory Commission

Ruth Goldway, chairman of the Postal Regulatory Commission, sheds light on USPS's current challenges

Direct Mail What happened to the USPS's financial health?

What happened to the USPS's financial health?

The US Postal Service's financial health is directly tied to its sales volume. Therefore, the USPS is making plans to adjust its finances for 10 years from now, when mail volumes may drop.

Data/Analytics Washington takes aim at behavioral targeting

Washington takes aim at behavioral targeting

The rich online behavioral data that marketers rely on more and more is under siege by Washington

Data/Analytics

How much information do marketers possess?

Companies such as BlueKai and its competitors offer a broad view of the variety of consumer information available to marketers, because its tools gather data, including specific keywords, product research behavior and price searches, from multiple websites.

Digital Marketing Marketers 'check in' for social sales

Marketers 'check in' for social sales

Location-based social networks remain a nascent market, but a variety of organizations are finding ways to nurture and reward this growing, youthful audience

Digital Marketing Video expands SEM reach for marketers

Video expands SEM reach for marketers

From how-to videos to viral, marketers find video can have a big impact on SEO strategies, at a time when YouTube has established itself as the No. 2 search engine

Multichannel Marketing Multichannel's new back-to-school look

Multichannel's new back-to-school look

Retailers are hoping an integrated marketing plan for this year's school shopping season will resonate with consumers of all ages

Direct Response Fight DRTV fatigue with creative tweaks

Fight DRTV fatigue with creative tweaks

By implementing seasonal, competitive and promotional changes, the overall theme can be preserved — and the life of the ad extended

Digital Marketing Bringing online and offline worlds together

Bringing online and offline worlds together

More and more marketers are seizing the opportunity to integrate online and offline tactics in order to reach today's always-connected consumers and cater to their specific preferences.

Digital Marketing B-to-b lead generation takes a social turn

B-to-b lead generation takes a social turn

Business-to-business marketers find that social media generates leads and strengthens relationships by connecting customers with people, products and information they seek

Direct Mail Creating better value in mailers

Creating better value in mailers

The recession caused marketers to rethink direct mail design for both customer acquisition and retention efforts.

Direct Mail Customized envelopes drive conversations

Customized envelopes drive conversations

Marketers are making use of recent printing and production technologies to enhance the outer envelope with customized messages and other embellishments.

Roundtables Roundtable: Inbox success driven by data integration

Roundtable: Inbox success driven by data integration

Marketers deal with many moving media parts today. E-mail, with its low costs and sophisticated segmentation capabilities, is often at the heart of the media plan. DMNews brought marketers, service providers and industry experts to the table to discuss the challenges inherent in this constantly evolving channel.

Data/Analytics Marketers take loyalty to the next level

Marketers take loyalty to the next level

Looking to hold on to customers in a down economy, marketers of all sizes across industry sectors examined and made changes to their loyalty programs.

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