2016 will be a seminal year for marketers who are adjusting budgets and processes, staffing and strategy, and more as they aim to exploit technology.
The luxury vehicle manufacturer relies on data and innovation to drive consumers through the purchase funnel.
What's on the outside of the building that houses Dropbox's headquarters is an entirely different experience than what's on the inside.
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.
Self-governance has been effective in forestalling privacy judgments. Will it continue to hold the line against class-action lawyers, privacy activists, and rampaging technology?
Marketers have never been more obsessed with customer data than they are today. And there's more data than ever to obsess over. Here's a detailed breakdown of where to extract the best consumer insights.
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.
System Pavers initiated content marketing as a way to increase customer loyalty and engagement toward the tail end of the housing crisis felt deeply by California.
Customers' capricious purchase behaviors and ever-increasing expectations—and marketers reactions to both—have altered the thinking on loyalty in three significant areas.
The CMO Council recently asked 230 senior B2B marketing executives to rate themselves on improving their pipelines using modern technology. We talked to the study's director.
When it comes to segmentation and marketers the news is bad and worse, according to Sri Sridharan, Forrester's chief expert on the subject.
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.
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.
Fast food restaurants often market the dining experience as much as the food itself. Take Taco Bell, for example.
Jeff Diskin, SVP of global customer marketing at Hilton Worldwide, must keep 34 million HHonors members happy and returning for repeat stays.
The secrets to a brand gaining digital "all-star" status are the think multichannel, collaborate cross-functionally, and take creative risks.
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.
Jessica Bohm, Folica.com director of marketing, shares insights into the hair care e-commerce brand's highly successful customer referral program.
Want to reach prospects and cultivate leads? The choices are overwhelming. Marketers have to make educated choices—and the occasional leap of faith.
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.
As much as the marketing landscape changes, many of the DRTV aspects that made it attractive to marketers for decades remain unchanged.
As more consumers turn to smartphones to find information on products and services, brands are overhauling their desktop search strategies for mobile.
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.
Brands embrace mobile commerce by developing apps and building sites for smartphone and tablet users, as well as optimizing their e-commerce sites.
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.
Tim Anderson, SVP of retail and foodservice, Challenge Dairy, on the company's use of engaging, interactive marketing.
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.
The printing industry's newfound creativity has recaptured marketers looking for impact as it races to compete against its digital brethren
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.
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.
SK&A is a leading provider of U.S. healthcare information solutions and databases. As ...