Social Marketing Innovation: Volvo

Marketing Strategy

Social Marketing Innovation: Volvo

Marketers at Volvo decided do two things for its 2015 social marketing campaign for the Super Bowl.

Omnichannel Marketing Innovation: American Eagle Outfitters

Marketing Strategy

Omnichannel Marketing Innovation: American Eagle Outfitters

Marketers for clothing retailer American Eagle Outfitters recognize that shoppers today are multidimensional, transient, and always-on.

Email Marketing Innovation: Delta Air Lines

Marketing Strategy

Email Marketing Innovation: Delta Air Lines

Getting a new email program off the ground isn't easy, but Delta Air Lines took its SkyMiles frequent flier emails to new heights by using data to deliver segmented, relevant messages.

Content Marketing Innovation: Stein IAS

Marketing Strategy

Content Marketing Innovation: Stein IAS

Global B2B marketing agency Stein IAS wanted to find an easier way for marketers to compare their digital marketing aptitude to others and more thoroughly understand where they need to improve.

Analytics Innovation: Golfsmith

Marketing Strategy

Analytics Innovation: Golfsmith

The specialty golf retailer used data and analytics to better segment its customers and drive more targeted, cost-effective campaigns.

Mobile Marketing Innovation: Samsung

Marketing Strategy

Mobile Marketing Innovation: Samsung

Looking for ways to innovate its marketing helped Samsung grab attention and build engagement when it launched its Galaxy Note 4 in 2014.

Most Innovative Marketing Tech to Watch: Forensiq

Marketing Strategy

Most Innovative Marketing Tech to Watch: Forensiq

Forensiq uses fire to fight fire—or, in this case, uses technology to fight tech-enable fraud.

Most Innovative Social Media Platform: Sprout Social

Marketing Strategy

Most Innovative Social Media Platform: Sprout Social

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.

Most Innovative Mobile Marketing Platform: Swirl

Marketing Strategy

Most Innovative Mobile Marketing Platform: Swirl

Boston-based Swirl topped the innovative mobile marketing platform category this year with its beacon-powered marketing solution.

Most Innovative Integrated Marketing Suite: Salesforce Marketing Cloud

Marketing Strategy

Most Innovative Integrated Marketing Suite: Salesforce Marketing Cloud

This year we recognize Salesforce's achievement, for the completeness of vision and technological excellence of its cloud-based digital marketing platform.

Most Innovative Customer Experience Management Platform: Influitive

Marketing Strategy

Most Innovative Customer Experience Management Platform: Influitive

Influitive, the advocate marketing platform headquartered in Toronto, impressed judges with its innovative approach to customer experience management.

Most Innovative Analytics Platform: AppsFlyer

Marketing Strategy

Most Innovative Analytics Platform: AppsFlyer

Tel Aviv-based AppsFlyer grabbed the judges' attention with its vision for in-app advertising on mobile channels.

Social Strategist: Michael Gabriel, Marketing Manager, Envision Creative Group

Marketing Strategy

Social Strategist: Michael Gabriel, Marketing Manager, Envision Creative Group

Programmatic Prognosticator: Victor Wong, CEO, PaperG

Marketing Strategy

Programmatic Prognosticator: Victor Wong, CEO, PaperG

Marketing Technologist: Emad Georgy, Chief Technology Officer, Experian Marketing Services

Marketing Strategy

Marketing Technologist: Emad Georgy, Chief Technology Officer, Experian Marketing Services

Digital Ace: Tuomas Peltomieni, President, Asia Digital Arts Network

Marketing Strategy

Digital Ace: Tuomas Peltomieni, President, Asia Digital Arts Network

Data Scientist: Christopher Penn, Marketing Analyst, SHIFT Communications

Marketing Strategy

Data Scientist: Christopher Penn, Marketing Analyst, SHIFT Communications

Content Marketing Scribe: Steve Sachs, CEO, OneSpot

Marketing Strategy

Content Marketing Scribe: Steve Sachs, CEO, OneSpot

The CMO of the Future

Marketing Strategy

The CMO of the Future

Predictions abound on the ideal competencies of tomorrow's CMO. Which are fact, and which are fiction?

Marketing Tech Changes Everything

Marketing Strategy

Marketing Tech Changes Everything

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 Art (and Science) Behind Jaguar's Marketing Performance

Marketing Strategy

The Art (and Science) Behind Jaguar's Marketing Performance

The luxury vehicle manufacturer relies on data and innovation to drive consumers through the purchase funnel.

Marketing Mavericks

Events

Marketing Mavericks

DMN announces the winners of its 2015 40 Under 40 Awards—top young marketers charging ahead to innovate in an industry rife with change.

It's Time to Face Marketing's Impact on Customer Experience

Customer Experience

It's Time to Face Marketing's Impact on Customer Experience

Marketers who ignore the influence of marketing on customer experience do so at their peril.

A Day in the Life of Scott Brinker: Marketing Technologist

Marketing Strategy

A Day in the Life of Scott Brinker: Marketing Technologist

The CTO and cofounder of ion interactive details his daily routine in this interactive infographic.

Drizly Chugs Down Data to Drive Personalization

Marketing Strategy

Drizly Chugs Down Data to Drive Personalization

Drizly's team relies on data to bring the traditional liquor store to the digital age.

The Show Must Go On

Marketing Strategy

The Show Must Go On

DMA's Paul McDonnough and his team are well-prepared for any event-related eventuality, which is why he exudes a relaxing vibe.

Getting the Download on a New Strategy

Digital Marketing

Getting the Download on a New Strategy

What's on the outside of the building that houses Dropbox's headquarters is an entirely different experience than what's on the inside.

How Meta.

Content Marketing

How Meta.

We met with NewsCred to discuss what happens when branded content intersects with the newsroom.

Wilde About Marketing

Marketing Strategy

Wilde About Marketing

John Sisson's passion for understanding customers, combined with his expertise in digital marketing, is the recipe for his success.

Clients, Copy, and Creative

Marketing Strategy

Clients, Copy, and Creative

Snapshots from a long and jam-packed day in the life of JD Biros, creative director at Sudden Impact Marketing.

Mailed in Manhattan

Direct Mail

Mailed in Manhattan

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.

A Day in the Life of Marketing

Marketing Strategy

A Day in the Life of Marketing

We reveal how marketing leaders from eight organizations set their schedules for success.

Redefining Data Privacy

Data/Analytics

Redefining Data Privacy

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?

The Datafication of Marketing

Marketing Strategy

The Datafication of Marketing

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.

Under 40 and Overly Ambitious

Marketing Strategy

Under 40 and Overly Ambitious

Recipients of the Direct Marketing News 2014 40 Under 40 Awards represent the most accomplished young talent in marketing.

All Marketing Is Direct

Features

All Marketing Is Direct

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

Content Marketer or Media Mogul?

Content Marketing

Content Marketer or Media Mogul?

Three approaches to taking content marketing to the next level.

Redefining the High-Value Customer

Features

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.

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

Features

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.

Lead Spotting

Marketing Strategy

Lead Spotting

Getting inbound and outbound lead gen on the same track.

Are Marketers Getting Too Personal?

Privacy

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.

18 Leaders Who Put the Femme in Phenomenal

Marketing Strategy

18 Leaders Who Put the Femme in Phenomenal

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

The Data-Protection Paradox

Privacy

The Data-Protection Paradox

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

A Hardscape Company Soft-Sells via Content Marketing

Loyalty

A Hardscape Company Soft-Sells via Content Marketing

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.

Fickle About Loyalty

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.

Hot Marketing Trends For 2014

Marketing Strategy

Hot Marketing Trends For 2014

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

Q&A: Liz Miller, VP Marketing Programs and Operations, CMO Council

Marketing Automation

Q&A: Liz Miller, VP Marketing Programs and Operations, CMO Council

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.

Marketing Leads Here!

Marketing Strategy

Marketing Leads Here!

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

Future Shock

Marketing Strategy

Future Shock

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

The DL on DMPs

Data/Analytics

The DL on DMPs

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

Q&A: Srividya Sridharan, Customer Insights Analyst, Forrester Research

Data/Analytics

Q&A: Srividya Sridharan, Customer Insights Analyst, Forrester Research

When it comes to segmentation and marketers the news is bad and worse, according to Sri Sridharan, Forrester's chief expert on the subject.

The Right Slice

Data/Analytics

The Right Slice

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

Donahoe's Postal Vision

Postal

Donahoe's Postal Vision

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

Under (and so over) the Influence

Features

Under (and so over) the Influence

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

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

Marketing Strategy

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

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

Measuring the Wow

Marketing Strategy

Measuring the Wow

Creativity in the age of marketing accountability.

The New Power Couple

Marketing Strategy

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.

Q&A: Kim Ann King, CMO, SiteSpect

Marketing Strategy

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.

Voice Activated

Customer Experience

Voice Activated

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

COPPA: Not Child's Play

Data/Analytics

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.

Top 5 Privacy Issues Revealed

Data/Analytics

Top 5 Privacy Issues Revealed

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

Taco Bell markets its quality experience with a new menu

Data/Analytics

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.

Marketer vs. Reality

Data/Analytics

Marketer vs. Reality

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

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

Loyalty

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 mastery in the B2B world

Digital Marketing

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.

Rise above a crowded digital landscape

Digital Marketing

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 reprogrammed

Loyalty

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.

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

Features

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.

So many channels, so few quality leads

Features

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.

Mad Skills

Features

Mad Skills

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

SoLoMo marketing hits the spot

Mobile Marketing

SoLoMo marketing hits the spot

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

Formulating the ideal marketing mix

Multichannel Marketing

Formulating the ideal marketing mix

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

Online privacy concerns outweigh mobile app downloads

Mobile Marketing

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.

Be relevant, not creepy

Digital Marketing

Be relevant, not creepy

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

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

Postal

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.

Pushing the envelope

Production and Printing

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.

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

Direct Mail

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.

DRTV changes channels

Direct Mail

DRTV changes channels

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

DRTV is the heart of Zestra's touchy campaign

Direct Mail

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.

Pinpointing mobile search

Search Marketing

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.

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

Mobile Marketing

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.

Friending e-commerce

E-commerce

Friending e-commerce

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

Leveraging QR codes

Digital Marketing

Leveraging QR codes

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

We're watching you: location-based privacy issues

Digital Marketing

We're watching you: location-based privacy issues

Location-based services that depend upon intimate knowledge of customers' whereabouts give some customers pause.

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

Digital Marketing

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.

Mobile's surge

Multichannel Marketing

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 drives e-commerce

Data/Analytics

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.

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

Features

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.

B-to-b on the go

Customer Experience

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.

Maximizing email

Email Marketing

Maximizing email

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

Dell's transformation

Digital Marketing

Dell's transformation

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

Game time

Digital Marketing

Game time

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

Q&A: Tim Anderson, SVP of retail and foodservice, Challenge Dairy

Digital Marketing

Q&A: Tim Anderson, SVP of retail and foodservice, Challenge Dairy

Tim Anderson, SVP of retail and foodservice, Challenge Dairy, on the company's use of engaging, interactive marketing.

Apps emerge as ideal interactive partners

Digital Marketing

Apps emerge as ideal interactive partners

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

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

Multichannel Marketing

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

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

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

Multichannel Marketing

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.

Going global

Multichannel Marketing

Going global

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

Carlson customizes loyalty programs

Data/Analytics

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.

Fierce loyalty

Data/Analytics

Fierce loyalty

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

Boom times for integrated ROI

Multichannel Marketing

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.

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