The Case for Programmatic

It's no secret why marketers are drawn to the data-driven marketing approach: Programmatic is purported to offer a smarter, more efficient method to buy media, across search, display, and social networks. Because it relies on automation, it takes a lot of the headache out of the ad buy.

In this eBook, we break through the "techno babble and jargon" with insightful articles that provide jargon-free explanations of what programmatic is, why it works, and how you can make best use of its attributes.

Direct Mail – Right On Target

Direct mail is a tightly controlled message, delivered right into the hands of a target market. It isn't competing with website links or pop-up ads. Ninety percent of every email or SMS you receive pretty much looks the same; not so with direct mail. Today's crop of digital printers allows customized pieces to be produced in a myriad of shapes and sizes, made relevant to the individual with variable images and text.

In this eBook, we explore how direct mail is being used to great effect by modern marketers willing to look outside the box - or perhaps by using that box.

Retail Reinvented

Data analytics and insights are helping to create the frictionless shopping model

Consumers today have multiple paths to purchase—digital, mobile, and real-life channels—with every point of contact significant. The challenge for retailers is to create a consistent and personalized customer experience that crosses the various screens and devices, as well as the brick-and-mortar store itself.

Download this free eBook today, and gain actionable insights on how to leverage the latest technology trends in the retail environment to ensure your customer has that frictionless shopping experience.

Marketing Tech: From Audit to Implementation

How do you ensure that the marketing cloud you're considering is the right solution for your business?

A marketing cloud is a major investment, and selecting the most effective solution for your business takes planning and focus. Sponsored by IBM Marketing Cloud, this free eBook cuts through the noise and confusion of the buying journey, charting a 10-step path from the early audit stages through implementation.

Download this informative overview to determine the right marketing cloud tools for your current and long-term marketing needs.

One Tough Question: Mobile Marketing Means Business

While marketers understand implementing mobile into their brands' overall campaign is imperative, the nuts and bolts of how to make it happen still elude. In this free, though-provoking eBook, 11 industry insiders discuss ways to overcome obstacles that may jeopardize your mobile marketing program.

Download this guide today to hear the unique perspectives of leading marketers from Conductor, Conversant, Dynatrace, Genesis Media, IBM Commerce, Localytics, Oracle Marketing Cloud, Salesforce, Swirl and The Pedowitz Group.

8 Ideas for Engaging Email

Looking for robust strategies to ramp up email effectiveness? For this latest eBook, we examine recent Direct Marketing News coverage on ways to increase the value of email marketing campaigns. Learn surefire methods to ramp up your email strategy from marketing executives at Litmus, Emma, Yesmail, Sellignent, Delta Air Lines, Experian Marketing Services, Golf Channel, and GetResponse.

Download this free, illuminating guide today.

Increasing Lead-Gen Performance

Looking to ramp up your lead-gen program? This eBook delivers a comprehensive overview on what it takes to drive a successful lead- gen program, with detailed insights on exploiting email; successful lead nurturing practice; and content that targets, engages, and converts audiences.

Download this guide today to get information you can use to help shape, grow, and improve your company's lead-generation game plan.

On Social Networks, Customers Are Marketers

Marketers today are in the midst of cataclysmic shift in their business brought on by the increasing influence of consumers using social media. Although cautionary tales still abound of how marketers should engage with consumers there, the effectiveness of social media marketing continues to increases.

We've compiled an assortment of recent Direct Marketing News content that explores such essential topics as selling on social, discusses the potential of several platforms, and show how GE, Swarovski, and Auntie Anne's are using social to build customer engagement and share of voice.

Avoiding Segmentation Snafus

Marketers may think they have the right segmentation strategy. But do they? Here's how to ensure that customer segments are real world, not contrived. This eBook discusses the current state of customer segmentation in direct marketing, benefits/drawbacks, and why marketers are thinking differently about segmentation than they have in the past.

Download this eBook today to get information that will help ensure that you have the right segmentation strategy, as well as help overcome any obstacles you might encounter.

Making Marketing + Technology Add Up

Nearly 60% of marketers polled say they adopted new marketing technology solutions in the past year, according to recent research by Skyword. But many of those marketers many not be getting the most they can from those tools. Only 38% of the marketers surveyed have reorganized their teams around these tech solutions—a key part of the integration and optimization process.

In this engaging eBook, we offer up recent Direct Marketing News content that provides information marketers need to solve key problems in the marketing tech equation, including how to select the right technology and how to get the most out of it.

One Tough Question: Omnichannel Rising

There's no doubt that the push to omnichannel is driving change across the marketing landscape, and not just with the how and where products are marketed. Omnichannel's tentacles can be felt in every facet of marketing, from the need for deep customer data acquisition to staffing to ecommerce to security. The number of platforms continues to evolve, with messaging, virtual reality, and augmented reality currently gaining traction.

We asked marketing leaders to answer the query: "Looking out over the next couple of years, what are some of the key innovations, challenges, and trends on the omnichannel marketing horizon?

The Power Behind Account-Based Marketing

There's good reason account-based marketing is top of mind for many marketers: 84% percent of B2B marketers say that ABM delivers a higher ROI than any other approach, reports the Information Technology Services Marketing Association.

Download this free, information-packed eBook to learn the ins & outs of ABM, including: why the strategy delivers such exceptional results; best-use scenarios; the challenges of ABM; tools you'll need to build a scalable ABM system; and more!

What's Next in Customer Engagement?

Unable to keep up with the pace of customer adoption of new technologies and rising expectations, many businesses are encountering a customer engagement gap. At any one moment in the customer journey, most companies are either under or over-delivering against customer expectations.

Download this free eBook to learn how to "close the gap" in order to eliminate the distance between your organization and your digitally empowered customers.

2016 Marketing Hall of Femme and Leadership Summit

The Direct Marketing News Marketing Hall of Femme is about celebrating the achievements of exceptional women marketing leaders. It's also about sharing their strategies and learnings, so other marketers can make strides in their own careers.

At the 2016 Marketing Hall of Femme Awards Luncheon and Leadership Summit, attendees heard first-person narratives detailing the honorees' success stories, and attended educational sessions that explore the challenging yet rewarding roles of female leaders in the marketing industry today.

Download this free eBook to learn about — and from — the achievements of such an accomplished group of marketing leaders.

Segmentation and Targeting Pack A One-Two Punch

Segmentation and targeting are the powerhouse duo at the heart of today's data-driven marketing programs for one simple reason: When implemented correctly, they're a force to be reckoned with.

Whether you're a direct marketer neophyte or veteran, this discerning collection of Direct Marketing News coverage delivers the proven strategies to help ensure knockout segmentation and targeting performance.

Download this free, enlightening eBook today.

One Tough Question: Programmatic 2016

What are the top strategies to effective programmatic marketing? This informative eBook delivers commentary from 11 marketing experts from a diverse range of companies: Rocket Fuel, Media Math, Dun & Bradstreet, Conversant, and Chooze, to name a few. They detail how to conjure up marketing magic using programmatic, sharing what's the singular most essential ingredient, as well as what to stay clear of.

Download this critical guide to gain insights on how to leverage data-rich programmatic to reach — and motivate — new and existing customers.

One Tough Question: Data/Analytics 2016

Predictive analytics gives marketers a view to the possible. Demographics provide a basic understanding of customers. Behavior data suggests customer intent. But what marketer really need to know, with certainty, is how to change or drive customer behavior. And, for that, not just any data will do.

Is one type of data best suited to initiate customer action, or do marketers have multiple options to choose from? In this free eBook, thirteen marketing insiders divulge which data they assert can spur customers to action, and explain why.

12 Ways to Bring Omnichannel Within Reach

Nirvana for most retail marketers is delivering a true omnichannel customer experience. But doing so is usually a difficult and expensive endeavor that involves linking disparate systems and data, and often crosses over into other customer-facing disciplines. That doesn't mean marketers should stop trying to get there.

What actions can marketers take toward delivering a true omnichannel customer experience? We asked industry insiders to provide their advice. Download this engaging free eBook to read their recommendations.

Content Marketing Triumphs and Challenges

More than 80% of marketers believe that well-organized, high-quality content is essential to developing a brand, according to the Forbes CMO Practice. One reason, says 78% of respondents: Content marketing improves sales effectiveness.

This compilation eBook contains a bevy of Direct Marketing News content that reflects the triumphs and challenges of contemporary content marketing, as well as how to adapt those winning strategies for your marketing organization and overcome the difficulties that come with this burgeoning customer engagement practice.

Marketing That’s Right on Target

This compilation of success stories highlights how eight brands are successfully using segmentation and targeting to get closer to customers—and drive more response as a result. Companies as varied as Xanterra Parks & Resort, INDYCAR, and Johnston & Murphy are using segmentation strategies to get closer to customers and inspire them to act—profitably. Read on for segmentation and targeting strategies that are adaptable to most any business.

Closing the Channel Gap

Marketing across channels can be disjointed instead of cohesive. This free eBook demonstrates how to create connections that will get companies closer to marketers' omnichannel ideal.

TinderBox, Nestlé Waters, and Redbox are three examples of businesses finding success with cohesive omnichannel strategies. Read on to determine which might be adaptable to your business, as well as discover other valuable strategies for achieving your own omnichannel success.

Marketing Tech Changes Everything

2016 will be a seminal year for marketers who are adjusting everything from budgets and processes to staffing and strategy as they aim to exploit technology...

Download this free eBook now for compelling articles from Direct Marketing News' year-end issue, which examines burgeoning marketing trends and the challenges marketers can expect to face in 2016.

Two Views of Customer Loyalty

One of the biggest challenges with customer loyalty is the often-conflicting definitions that marketers and customers have regarding loyalty. Customers who purchase only small items, but frequently, or large items consistently but infrequently may consider themselves loyal; but the seller may not if those customers don't meet that seller's criteria for being loyal.

So, how should an organization best reward or recognize customers who see themselves as loyal, but aren't in terms of how the company defines it? Here, several customer loyalty experts provide their advice.

Content Marketing by the Book

This compilation of recent Direct Marketing News content addresses the increasing viability of content marketing, what marketers should avoid and embrace in their content marketing strategies, and how marketers can continue to expand on the idea of bringing value to customers' lives through not only products and services, but through marketing, as well.

Plug In to Marketing Technology

Marketing technology is a massive force in the shift in marketing workflow. Despite the challenges that this state of technological flux presents, marketers are adapting. Here, we've collected a series of recent Direct Marketing News content that specifically focuses on the ways marketers have, and can, continue to thrive in the turbulent marketing-tech space.

The Mobile Customer Experience Can't Be Ignored

Mobile experiences—whether through apps, push notifications, responsive email, SMS, or Web—should be as smooth and connected as customer experience on other channels. Read stories from ASICS, Urban Decay, and more in this bevy of recent Direct Marketing News content on mastering mobile marketing.

Baking Digital Into the Marketing Mix

There was a time when having a solid digital strategy meant batch-and-blast emails and a barebones website. Today many businesses sink or swim on the strength of their digital execution, continuously evolving to meet consumers' mandate for responsive and relevant interactions.

Download this eBook today for ways to address some of the high-level strategy issues many of today's digital marketers face, as well as examples of brands with digital practices worthy of emulation.

5 Steps to Creating a Compelling Customer Experience eBook

A superior customer experience is one that's relevant to a specific organization and its customers. This engaging eBook outlines five steps marketing professionals can take to create a customer experience that will engage and delight their consumers. Tactics include targeting the right audiences in a contextually relevant way, working collaboratively on customer experience design, and leveraging KPIs that will measure customer experience effectiveness.

The Value of Customer Lifetime Value

Customer lifetime value (CLV) should be a simple calculation. But often it's not so easy. The challenge for some marketers is determining what aspects of CLV to focus on; for example, current versus expected future value, revenue versus profitability, dollar value versus subjective value such as influence.

How can marketing leaders decide what elements of CLV are right for their business? And, just as important, how can marketers then use those factors to guide their marketing planning? Ten marketing insiders offer their advice.

One Tough Question: Bring Dark Social Into the Light

Dark social's increasing influence has forced marketers to rethink their approach to encouraging and tracking social interactions. You won't want to miss this opportunity to discover the strategies that will enable you to shine a light on dark social activities and get a better understanding of how customers' social shares impact your business.

5 Steps to Discovering the Consumer Behind Your Mobile Data for Effective Advertising

With a staggering 80% of Web users owning a smartphone, never before has there been so much mobile data at a marketer's fingertips. This dynamic eBook offers five key steps to help marketing professionals improve their mobile campaign performance.

One Tough Question: The Email Opportunist

Email offers as many challenges as it does opportunities.

Fortunately, this informative eBook features sixteen marketing leaders from companies as diverse as Liveclicker, Epsilon, and Salesforce who share their expert advice on best ways to harness email marketing's strengths and overcome its challenges.

Shopping for Customers

Download this eBook to read the stories of eight retail brands as varied as Belvedere Vodka, General Mills, and Whirpool, that are building engagement and growing revenue by effectively connecting with consumers.

How to Win at Social Media Marketing

The influence of social media has changed marketing. Don't miss this opportunity to learn insightful tips from diverse companies who have used their online presence to yield impressive and lucrative results.

Data is the Backbone of Marketing

Learn strategies from companies such as Diesel and Lifescript that you can adapt to get better insight into customers' needs, as well as how to reach today's distracted customers through personalization.

10 Ways to Prove a Return on Marketing Investments

What's one way that marketers can demonstrate a return on their marketing investments? Here, 13 marketing insiders provide their advice.

Is Your Loyalty On Par?

Are you doing enough to keep your customers enamored with your brand? It's time to think differently when it comes to customer loyalty. Here's how to grab and hold your customers today!

Cross-Channel Attribution: Myth or Reality?

Don't let your marketing dollars go to waste.

Discover the source of your marketing success by perfecting your attribution skills. The latest DMN eBook will allow you to do just that.

Direct Mail Data: A Critical Piece of Today's Omnichannel Marketing Jigsaw Puzzle

Check out these five valuable opportunities for using direct mail to complete your omnichannel marketing efforts.

Avoid Email Campaign Chaos

Keeping email campaigns fresh can be a challenge. This eBook is overflowing with insight and advice that can help make you an email marketing all-star.

Be a Marketing Maestro

Do you have what it takes to lead successfully in today's fast-changing marketing environment?

Hear from 12 industry experts who share what they consider as the most important skill or trait that marketing leaders are required to succeed today.

A Mélange of Content Marketing Advice

With these tips and tricks, you can drive sales by reinvigorating your content marketing strategies. It's time to wake up and catch your customer's attention with this eBook!

5 Ways to Transform Data Into a Revenue-Generating Asset

You want to improve customer relationships, drive world-class service, and ensure greater share of wallet. Don't think your data can do this? It can.

Discover the five simple ways to translate your data into revenue here.

Make Multichannel Lead Gen a Reality

Multichannel customers are changing the game. Now is the time to reevaluate your demand-gen strategy to see whether it's as effective as it could be.

Why Accurate, Reliable Customer Data Is a Marketing Imperative

Check out the conversation from our Lunch & Learn at the 2015 Marketing&Tech Innovation Summit, complete with insight on how to maintain data quality and leverage data to improve marketing results.

Is Your Marketing Cost Effective or Costly?

Direct mail may be highly effective, but it also can be costly. Learn how to harness data, streamline processes, and integrate channels to lower the printing, mailing, and delivery costs of direct mail marketing.

Use Data to Build, Not Bust, Customer Trust

Customer data is a blessing and a curse.

This eBook tackles just that: how marketers can maintain healthy customer relationships by handling customer data respectfully yet using it fruitfully.

When Marketing & Tech Align, Magic Happens

Read about how such companies as Citi, Dell, and Kimberly-Clark are out-innovating the competition by putting powerful technologies behind their marketing efforts. PLUS: The 2015 Marketing&Tech Award winners reveal their success strategies.

The Truth About Direct Mail

Direct mail is more like a crocodile than a dinosaur: it's adaptive and has staying power. In fact, despite popular belief, direct mail continues to thrive. Discover the truth about direct mail here!

What To Expect From Programmatic in 2015

Is 2015 the year of programmatic marketing?

Marketers are increasingly relying on this type of digital marketing—and while it can be daunting to keep up with, companies that don't invest in it may get left behind.

Social Marketing Is Changing. Are You Keeping Up?

If you're savvy about how you approach social, then your brand could become the popular one. Use cutting-edge social marketing to leapfrog the competition with these expert tips!

Break Free Of The Shackles Of Segmentation

Five steps marketers can take to shake loose from old thinking about segments and adopt new thinking of marketing in context to individual customers.

Find out how with this eBook!

Driving Mobile Marketing Forward

Is your mobile marketing on the fast track to success?

Learn how to navigate the shifting landscape of mobile marketing here!

5 Paths to a Profitable Customer Journey

Understanding the role of the phone call in the customer journey and its value as a touchpoint is fundamental to creating a cohesive omnichannel strategy.

Explore 5 paths to omnichannel success and learn how to connect data across multiple channels.

Marketing Automation eBook

It's time to get the most from your marketing automation.

With the right technology to support it, a false favorite marketing strategy becomes a sure winner.

The Predictions on the 2015 Marketing Landscape

What will influence marketing in 2015?

25 pundits predict the next big thing on the marketing horizon.

The Most Important Customer Data Point

You've hit the jackpot.

You have reams of information about your customers—but how do you determine the most important data?

Our experts reveal how to determine which customer data to focus on now. Read all about it in this eBook!

What's new in Content Marketing?

Stay au courant on content marketing

Fact: 93% of B2B marketers and 90% of B2C marketers use content marketing, according to the Content Marketing Institute & MarketingProfs—and nearly three quarters of all marketers increased their content marketing production last year.

Find out what the buzz is about here.

10 Ways to Resolve Channel Conflict

Discover the game plan that works best for eliminating channel conflict in your marketing team

The difference between success and failure in marketing is alignment among the teams. 

Learn how to improve collaboration and avoid channel conflict with this eBook!

Email Marketing: Get Past Holiday Email Fatigue

Get Past Holiday Email Fatigue

According to The Radicati Group, nearly 2 billion emails are sent every day. Both B2B and B2C marketers struggle with getting their customer's attention, especially during the holidays.

How can you reinvigorate your email marketing strategy after the hectic holiday season?

Don't fret. The answers to have a cheerful holiday and keep your email relevant are right here.

Insight On Analytics and Segmentation

Don't let the competition get you down!

Give your marketing campaigns that extra punch with the power of analytics.

Get coached on how to use analytics to transform your data into useful information that will get you closer to customers and knock out the competition.

Find the insight that you need here!

Customer Experiences Should Be Marketers' Top Priority

Give your customers the "wow" factor that will keep them coming back.

The customer experience and a marketer's success go hand in hand—every customer wants to feel special. Learn how to leave that lasting impression with a customer to keep them satisfied, connected with your brand, and likely to repurchase and recommend.

In this eBook, customer experience is the focus and sheds a spotlight on the strategies you can use to make your customers feel like celebrities.

Gain that competitive edge with this eBook today.

One Tough Question: Marketing Measurement eBook

Find out how to use marketing metrics to your advantage—and how to overcome the common challenge of measuring marketing performance and results.

Inside this eBook, marketing experts take on that one tough question: How can marketers better understand what actually was and wasn't effective to determine how to optimize their spend?

Download this eBook today to help you gain a true understanding of how marketing measurement can work for you.

Social Media Success Takes Risk, Not Mastery

Success in social media requires experimentation, not perfection.

Social media has become a tasty ingredient in marketers' multichannel cookbook; but it remains one that must be blended carefully into the marketing recipe to spice things up just right. This eBook provides the insight you need to cook up a social media strategy that best suits the tastes of your company and customers.

Don't wait to stir the pot in social media. A dash of risk can deliver extraordinary reward. Find out how with this eBook.

One Tough Question: Customer Loyalty

What is one thing marketers could do better to increase customer loyalty?

If gaining and maintaining customer loyalty feels too much like the quest for the Holy Grail, it may be time to think differently about your loyalty stratgies. Eleven industry experts provide guidance in doing so by tackling one tough question: What is one thing marketers could do better to increase customer loyalty?

In addition, 1-800-Got-Junk? and System Pavers share the strategies they use to successfully bolster loyalty among their customers.

So, download this eBook today to help you achieve that oft-elusive goal of long-term customer loyalty.

Are B2B and B2C Marketing Really All That Different?

B2B and B2C are more similar than you'd expect.

Although both use a unique set of strategies, marketers from either side can benefit from many of the tactics the other uses.

This eBook unlocks the strategies behind B2B and B2C marketing success, with help from marketing experts in both areas. Here you will find out how to apply both types of marketing tactics to your own company.

Omnichannel Retail Is Finally Taking Shape

Inside this eBook is the secret to retail marketers' success. (Hint: It's all about the customer.)

Explore why knowing your customer is essential to retail marketing. And then read strategies on how taking a customer-centric approach can help retailers succeed despite customers' ever-changing expectations and preferences.

Discover how omnichannel retail strategies are working for companies such as CVS and Rack Room Shoes and learn how you can enhance your marketing approach, too. Check it out now!

Is your marketing cost effective or costly?

Make the most of your marketing strategy.

Direct mail may be highly effective, but it also can be costly. Learn how to harness data, streamline processes, and integrate channels to lower the printing, mailing, and delivery costs of direct mail marketing.

Inside, you will find:

1. Tips from Novitex President Tim Healy on how to make the most of your direct mail
2. Do's and don'ts for cross-channel direct mail campaigns
3. How to take advantage of strong consumer and marketer relationships

7 Ways to Make the Most of Marketing Technology

Are you searching for the resources to spruce up your marketing technology?

With this eBook, marketers can overcome common hurdles that affect their success. These classic tools will help your organization stay relevant and focused, while maximizing your marketing budget. Imagine your company having the ability to seamlessly reach across channels and throughout the customer lifecycle.

Affordable marketing technology solutions are at your fingertips with this eBook.

What’s Blocking Omnichannel Marketing Success? Sometimes Marketers Themselves.

Is your marketing strategy stuck in a rut?

Are you struggling to break out of the traditional marketing framework and want to learn more about the up-and-coming omnichannel trend? With this eBook, marketers are given the tools to improve the customer experience and streamline their brand image.

This eBook is packed with helpful advice from 15 marketing professionals on how to modernize your marketing approach. Embrace true omnichannel marketing and see results.

What’s Better Than Big Data? (answer: smart data)

Finding the tools to make your business stand out.

By tailoring your data to your business, marketers can increase efficiency and keep customers satisfied. This eBook is an all-encompassing, how-to guide on how to make your data work for YOU.

With the right strategy in place, marketers can easily sift through Big Data and ultimately, watch their business grow. This educational eBook shows you how to do just that.