Mobile Version / Subscribe / Back Issues / About Us / Contact Us / Advertise
Features

Targeting is all in the timing

Hiscox USA found that when it sent its direct mail was almost as important as the recipient.
 
Features

Insurance marketers leverage targeted marketing

Healthcare reform and signs of economic recovery have insurance marketers retooling their direct marketing efforts to drive relevant messaging to consumers and prospects.
 
Multichannel Retail/E-commerce

Direct-mail heavy nonprofits apply an integrated approach

Direct mail has long been the prime channel for nonprofit organizations looking to raise funds, but as charities move into 2012 and beyond, marketers say marrying these messages with outreach through other media is becoming an essential part of the nonprofit marketing mix.
 
Multichannel Retail/E-commerce

Red Cross drives gift-giving

The American Red Cross launched a multichannel year-end campaign to allow consumers to buy regular gifts for loved ones through a gift catalog that places these items side-by-side with gifts and services for those less fortunate.
 
Multichannel Retail/E-commerce

Alternate spin on digital interaction 
steers auto brands' campaigns

Some marketers may balk at the expense of Volkswagen's videogame for Microsoft Corp.'s Xbox to support the launch of the 2012 Beetle. However, Volkswagen of America EVP and chief product and marketing officer Tim Mahoney says the game — which mirrors the campaign's 
TV spots, showing consumers driving around in a Beetle and giving passersby high-fives — "seemed ideally suited to reinforce 
the TV spot."
 
Multichannel Retail/E-commerce

Auto dealer drives ROI with Facebook, out-of-home ads

For five years, dealership Ball Automotive Group shirked in-mall advertising as a means to lure consumers for a test drive.
 
Multichannel Retail/E-commerce

Webisodes promote AT&T

Mercedes Cardona

Alex Boylan, a winner of CBS' "The Amazing Race," thought up the idea of traveling around the world with no money and recording the experience for a series of Web episodes.
 
Multichannel Retail/E-commerce

Travel sites partner with daily deals to 
lure consumers in rocky economy

Mercedes Cardona

As Americans gear up for the holiday travel rush, there's a chance the guy in the next seat didn't just book a cheap flight online — he may have booked a whole luxury getaway at a discount.
 
Multichannel Retail/E-commerce

Merrill Lynch eases retirees

Alex Palmer

Marketers like to portray retirement as a permanent vacation, cocktail in hand. But after the recession, as worries about what would happen with savings kicked in for many Boomers, it became clear to Merrill Lynch Wealth Management that consumers wanted straight talk and real solutions.
 
Multichannel Retail/E-commerce

Marketers shift efforts to 
responsive Boomers

Alex Palmer

As the first Boomers have begun to hit 65, the generation that turned so many institutions on their heads is poised to do the same with retirement. Consumers born between 1946 and 1964 are more active, better educated and living longer than their parents, with Boomer women leading the way.
 
Digital

CPG brands dive headfirst 
into digital sphere

Alex Palmer

While consumer packaged goods (CPG) marketers have not embraced digital marketing strategies as quickly as marketers in other sectors, that looks poised to change.
 
Digital

Rubbermaid trusts reviews

Alex Palmer

Since 2008, Rubbermaid has been using social commerce service provider Bazaarvoice's Ratings & Reviews program, which allows customers to comment and post reviews of the company's products on its site, as well as syndication of the reviews to retailer sites like Walmart.com.
 
Digital

B-to-g marketers focus on 
digital, social

Business-to-government marketers must beware the bulk. Direct mail no longer headlines the b-to-g marketing mix. These days, print performs as a role player, supplementing a more integrated strategy that pivots on digital channels
 
Digital

Deloitte builds awareness

Government-driven marketing pivots on engagement. Because the process to attain a government contract can take longer than 12 months, b-to-g companies have increasingly adopted digital marketing as a means to remain top-of-mind with their targets.
 
Digital

Household brands observe parents' needs

Mercedes Cardona

As households brace themselves for the annual back-to-school shopping season later this summer, marketers will rely on digital media, and in particular social media, to reach time-starved parents. Those efforts are evolving well beyond merely "friending" favorite brands.
 
Digital

Elmer's seeks out crafters

Mercedes Cardona

Elmer's Products wanted to target moms ages 25 to 55 interested in crafts and scrapbooking for the launch of an Elmer's and X-Acto line of crafting supplies, sold exclusively at Wal-Mart stores.
 
Features

Marketers tackle America's multiethnic culture with tuned in campaigns

The populations of Hispanics and Asians in the US have each increased more than 40% in the last decade, a fact that has not escaped the country's marketers. The 2010 US Census data revealed that 16.3% of the country's population is now Hispanic, while Asians comprise 4.8% but is the fastest growing group.
 
Features

Girl Scouts recruits Latinas

Girl Scouts of the USA launched a multichannel campaign geared toward increasing Hispanic child and parental participation in July 2010. The campaign, "Real World Experiences," highlighted the weekends of two Latina girls, one of whom participates in troop activities and one of whom stays at home.
 
Database Marketing/CRM

Depth of targeted marketing varies in healthcare

Windsor Health Plan recognized it had a short window to legally attract new members to its Medicare Advantage health plan during the three-month fall marketing period last year, so the company applied predictive response modeling to quickly find its best prospects.
 
Database Marketing/CRM

GHS drives colonoscopies

Greenville Hospital System University Medical Center (GHS) launched a multichannel colorectal cancer screening campaign in conjunction with national colorectal cancer awareness month this past March. Jackson Marketing Group developed and executed the hospital system's vision.
 
Multichannel Retail/E-commerce

Education marketers find there's no off-season

Education industry marketers are communicating frequently with both parents and students to acquire and retain customers, and they're using a mix of traditional, 
e-mail and social media to do so.
 
Multichannel Retail/E-commerce

Social sites reap sales leads in education

Education sector b-to-b brands know that librarians benefit from collaboration and networking with their peers. However, education professionals are often difficult to reach through social media because many school districts have policies that restrict their employees' activity on Facebook and Twitter.
 
Multichannel Retail/E-commerce

Financial industry focuses on 
engagement

Chris Daniels

Financial services companies are making investments in direct marketing 
programs that aim to boost loyalty among their customers — many of whom have become suspicious and angry with the industry for their part in the financial crisis.
 
Multichannel Retail/E-commerce

Rebrand stresses simplicity

Chris Daniels

Lakeland Bank is the third-largest commercial bank in New Jersey (based on assets of $2.7 billion), but the company felt its brand identity could be stronger, particularly among younger customers.
 
Direct Classic

Insurance marketers broaden reach

Ben Comer

Insurance marketers kicked off 2011 with a plethora of new direct response campaigns, from TV spots to Facebook sweepstakes.
 
Direct Classic

Health insurer exceeds goal

Ben Comer

Part of the Obama administration's health reform legislation shortened the annual marketing and enrollment period for Medicare Advantage, from six months to three months.
 
Database Marketing/CRM

Marketers strike balance between teens, parents

Alex Palmer

As the teen segment continues to grow, marketers are getting more creative in how they reach out to these plugged-in skeptical consumers.
 
Digital

Web series engages teens

Alex Palmer

Kmart's marketing team wanted teens to think of its exclusive clothing lines when it came time for back-to-school shopping.
 
Multichannel Retail/E-commerce

Direct mail continues to deliver for nonprofits

Nonprofit marketers continue to rely on their long-standing marketing strategies, direct mail in particular, even as they move to integrate other online and social media elements into their fundraising arsenals.
 
Multichannel Retail/E-commerce

Case Study: Habitat tests new mailers

Consumers associate the hands-on, outdoor work of Habitat for Humanity volunteers, who build homes for the underprivileged, with warm weather.
 
Digital

B-to-b marketers build leads with digital automation

As many marketers face tighter budgets, the age-old b-to-b dilemma of targeting the right person in a revolving-door business environment, automating data processes can greatly improve lead generation.
 
Digital

Case study: Corensic Optimizes Search

A Seattle software development company incorporates data from online campaigns into lead generation profiles.
 
Multichannel Retail/E-commerce

Marketers reach gadget-obsessed

Chris Daniels

Consumer technology companies are refining their direct marketing strategies in the face of unprecedented competition.
 
Features

Case study: Nokia invites user app ideas

Chris Daniels

Nokia has finished a contest to create buzz for the launch of its Nokia N8 smartphone and build relationships with the developer community worldwide.
 
Multichannel Retail/E-commerce

Pitch product claims wisely

Marketers undergo scrutiny in wellness category as health benefits raise doubt
 
Direct Classic

Recruitment for the best

Colleges turn to myriad marketing tactics at a time of soaring enrollment
 
Database Marketing/CRM

Marketers tap into bids

B-to-b marketers that conquer government RFPs find lucrative returns
 
2011 Agency Business Report

Segmenting tweens/teens

Jennifer Mann

Teens control billions in buying power, creating an audience for marketers
 
Multichannel Retail/E-commerce

Guiding online customers

Creative content online attracts new customers in the lengthy b-to-b cycle
 
Email Marketing

In search of the adventurous

After the recession rocked the travel industry, marketers expect a better 2010
 
Email Marketing

Marketers provide simple healthcare solutions

Marketers respond to knowledge-hungry customers by providing health guidance
 
Email Marketing

Cross-channel technology marketing

Social and e-mail combine with offline media to help sell technology products
 
Email Marketing

Marketers aim for authenticity

Many marketers are incorporating multichannel marketing campaigns that target specific audiences to help attract consumers based on their cultural framework into their overall marketing plan.
 
Direct Classic

A comeback for credit cards

Now that the CARD Act is in place, many credit card companies have come out the gate this quarter with renewed vigor, ready write a new chapter in their marketing playbooks.
 
Email Marketing

Segmentation focus strong in b-to-b

Business-to-business marketers are ahead of the curve when it comes to segmentation. After all, b-to-b marketing revolves around targeting specific groups of customers looking for particular solutions to problems.
 
Digital

Nonprofits look to integrated marketing

Chantal Todé

Nonprofits support direct mail efforts with e-mail, social and other channels.
 
Digital

Travel marketers boost digital efforts

For travel and tourism marketers, an integrated direct marketing strategy is the best way to engage with consumers.
 
Multichannel Retail/E-commerce

Pillars of the Earth-friendly

Consumers seek products that are good for the environment, as long as green choices don't make a dent in their wallets.
 
Multichannel Retail/E-commerce

ROI takes wheel after downturn

Chantal Todé

Auto marketers are learning that tight targeting is the key to sales conversions
 
Digital

Direct pays off across borders

Savvy US direct marketers recognize the growth potential in international markets, where an uptick in ad spending is expected this year. However, reaching consumers in other countries isn't without its challenges.
 
Digital

Search for the best travel deal

Shopping for travel online often comes down to getting the best deal, and during the recession travelers are even more concerned with finding a bargain. In fact, some people are willing to pick their destination based on price.
 
Direct Classic

Sports themes score for b-to-b

Business-to-business technology marketers have found that their audience of business decision makers responds well to entertaining messaging as a way to cut through the current economic malaise.
 
Database Marketing/CRM

Pharma has a healthy focus on customers

Healthcare companies know an open dialogue with consumers can increase loyalty, so loyalty programs have been an effective tactic ever since pharma companies began marketing to consumers.
 
Digital

Beauty ads gel with men

Men are discerning consumers of personal care products, and marketers find direct tactics are effective ways to reach them
 
Database Marketing/CRM

Personal touch for loyalty

Food and beverage marketers add immediacy, relevance and personalization to spur consumer adoption of loyalty programs.
 
Multichannel Retail/E-commerce

Get close for niche results

Health and wellness boutiques find demonstrating expertise while building customer relationships help drive e-commerce success
 
Digital

SaaS isn't a softer sell

Marketers of software-as-a-service platforms bring consumer tactics to b-to-b when looking to highlight the advantages of their offerings
 
Digital

From TV set to PC screen

TV marketers no longer can rely on launch-time buzz. They must reach viewers year-round where their product is consumed — online.
 
Direct Classic

Mail's multichannel power

Direct mail remains an effective way for apparel marketers to send targeted messages that drive both online and offline purchases.
 
Database Marketing/CRM

Net value found in loyalty

Store experiences are often supported by strong online programs that keep consumers coming back to family-oriented merchants.
 
Digital

Boomer women get social

As women age 45 to 65 make massive moves online — particularly onto Facebook and other social media — marketers work to catch up.
 
Database Marketing/CRM

Teens are top credit target

Marketers of debit and credit cards geared to teens balance the
lifestyle-focused needs of teens with parents' interest in security
 
Multichannel Retail/E-commerce

Laptops benefit from word-of-mouth buzz

Experts say word of mouth works well for notebook computers, as consumers seek out peer feedback to inform this complex purchase
 
Features

Cosmetics marketers put online tools to good use

Everybody wants to feel beautiful, but with the thousands of cosmetics products on the market today, shopping for makeup can be daunting for consumers.
 
Digital

Drinks depend on digital

Non-carbonated beverages face fierce competition in the grocery store — which marketers combat by engaging consumers online
 
Multichannel Retail/E-commerce

Dress up kids' campaigns

The market for children's clothing is still holding steady, but it carries its own challenges: competition and changing customers.
 
Database Marketing/CRM

A marketer's lesson plan

Targeting teachers can be difficult, because they are rarely at their desks. Here are some of the methods that work best for marketers
 
Multichannel Retail/E-commerce

OTC drugs head online

TV spend still rules, but direct marketing efforts, particularly digital, have gained an increasing share of OTC drug advertising budgets
 
Features

Nonprofits marketing direct to donors

As tight budgets squeeze nonprofits, integration between online and offline efforts has moved to the fundraising forefront
 
Multichannel Retail/E-commerce

Marketing to moms

Lynne Miller

Word-of-mouth marketing, both online and off, serves as a way to understand and reach mothers with tremendous spending power
 
Multichannel Retail/E-commerce

Trust is the best policy for insurance marketing

A wary public means life insurance marketers must focus on building customer relationships to spread their need-based message
 
Multichannel Retail/E-commerce

Financial services marketers must restore trust

Experts say marketers of financial services and products must work hard to regain the confidence of small business owners
 
Direct Classic

Mailing out vacations

With marketing budgets dwindling, the direct mail channel is still a valuable opportunity for travel and tourism marketers.
 
Digital

Drive auto sales online

You'll still see plenty of car commercials on TV and ads in print, but automakers are poised to invest more on the Web, say experts.
 
Multichannel Retail/E-commerce

Reach doctors with value

Marketing to healthcare providers is no longer about piles of freebies. Now, creative strategies are necessary to stand out.
 
Digital

Cell phone evolution

As more choices create a crowded and competitive sector, more mobile phone marketers turn to cutting-edge strategies.
 
Multichannel Retail/E-commerce

Mixed media for kids

When it comes to marketing childrens' fare, entertainment marketers often use the Web as part of a multichannel effort
 
Multichannel Retail/E-commerce

Marketing to worried retirees

Millions of retirees have seen their savings plunge along with the stock market. Mary Elizabeth Hurn explores how financial services marketers handle this tough audience.
 
Multichannel Retail/E-commerce

Case studies in LGBT marketing

The LGBT community is more mainstream than ever, with marketers working hard to reach this educated, affluent group. With issues such as same-sex marriage constantly in the news, and gay and lesbian characters featured regularly on TV, it is safe to say that the once marginalized LGBT (lesbian, gay, bisexual and transgender) community has become a part of the mainstream.
 
Digital

Building movie buzz online

Film trailers are no longer the be-all-end-all of movie promotion, say experts. Today, active online marketing is an essential part of any film's marketing efforts.
 
Multichannel Retail/E-commerce

Marketing medical devices

Successful marketing of medical devices — large and small — means getting doctors on board before targeting consumers.
 
Multichannel Retail/E-commerce

Case studies in healthy living

Products and services geared towards health and wellness are often viewed as a luxury expense. Lauren Bell discovers how marketers promote their value and justify the cost.
 
Multichannel Retail/E-commerce

Reach out for the needy

An increase in demand means nonprofit organizations providing social services must pump up their outreach efforts.
 
Digital

Touch tech-savvy fans

Taking advantage of the passions people have for their favorite sports teams can work wonders — but only if you take a multiplatform approach.
 
Database Marketing/CRM

Building financial trust with one-to-one marketing

In a volatile economy, one-to-one strategies can help financial services marketers build relationships with business decision makers.
 
Multichannel Retail/E-commerce

A natural education

Consumers are increasingly interested in information about organic and all-natural foods - and marketers are responding with education-oriented campaigns.
 
Multichannel Retail/E-commerce

Woo women shoppers

Lynne Miller

Marketing clothes to women means more than fashion. In a difficult economy, apparel marketers must be innovative and relevant when courting buyers.
 
Multichannel Retail/E-commerce

Marketing to gamers

Passionate players mean a responsive audience for video game marketers - but a competitive market means it's tough for campaigns to stand out.
 
Digital

Government-to-public campaigns use commercial marketing tactics

More government agencies are using social marketing — the application of commercial marketing concepts — for their public awareness campaigns.
 
Digital

Use social media to reach teens

It can be tricky to target the media-saturated teen market. But if you can't reach them, join them, experts say — by going to where they hang out online.
 
Multichannel Retail/E-commerce

Ensure insurance sales

B-to-b insurance can be a tough marketing sell, thanks to stiff competition and busy business decision makers.
 
Multichannel Retail/E-commerce

The skinny on sweets

This Halloween, candy marketers will have to compete with thousands of other tasty products to satisfy consumers' cravings.
 
Features

A healthy food focus

Good-for-you is the message of choice as food and beverage marketers put greater reliance on digital efforts to reach out to children and families.
 
Multichannel Retail/E-commerce

What women want

When it comes to marketing healthcare online, women are often the key decision makers that marketers need to reach.
 
Multichannel Retail/E-commerce

Music marketing 2.0

Decreased CD sales have sent the music business into a tailspin, but smart marketers are using new tactics to reach fans.
 
Features

Market savings savvy

Economic uncertainty means consumers want a safe place to store and grow their assets. Banks are responding with savings-based campaigns.
 
Multichannel Retail/E-commerce

Win a cruiser's loyalty

Cruisers tend to become enthusiasts, but aren't necessarily brand loyal. That means marketers must work to stay top of mind.
 
Features

Target the tech trenches

If you want to reach busy IT professionals who are already bombarded with information, relevant and focused content is essential.
 
Multichannel Retail/E-commerce

Industrial strength

Finding ways to add excitement to an often stodgy sector may be the best bet for industrial and manufacturing marketers, Pamela Oldham reports.
 
Features

Market to Uncle Sam

The US government spends trillions of dollars on products and services each year. Mary Elizabeth Hurn explores how to target the right decision makers.