Kerry Reilly, director of product marketing for Adobe Campaign, reveals how marketers can leverage data and email to address customers' needs; plus her top email marketing pet peeve.
With advice, declarations, and revelations flowing from a cast of marketing leaders, the 2015 Marketing&Tech Innovation Summit was buzzing. Here, a few of the many thoughts that caught my attention.
Last year direct mail spending grew 2.7%—due in large part to increases in mailing and production costs.
Insight into customers' emotions will help marketers turn their frowns upside-down.
A rumor has the new CMO at odds with her team. See how our readers would tackle this thorny situation.
Here, marketing forecasts, predictions, and recommendations from nearly 100 analysts, pundits, and practitioners about what to expect in the New Year.
As the social noise increases, customers will increasingly tune out. So, in 2015 think quality over quantity.
Marketers have to mind more than just their P's and Q's.
Enough with the excuses. Getting sales and marketing to work together shouldn't be that hard.
Five experienced marketers share what they wish they had known when starting their careers.
Hydration brand CamelBak relies on advocates to energize customers.
Give the gift of simplicity this holiday season.
How to keep behavior-based ads valuable, safe, and secure
Why marketers make good wingmen for salespeople.
Why it's better to give than to receive.
4 elements that the business service provider focuses on to grow its digital magazine
Remember, actions speak louder than words.
As VP of marketing for the fledgling Targeted Outreach, Tony Smith's charge was to help grow the company—but his gut felt he was walking the ethical line. How should he handle it? See how our readers would tackle this thorny situation.
See what our tweeps have been getting up to this month. Follow us @dmnews.
Contextual marketing today entails using a customer's real-time data to deliver content, a message, or an offer in the context of the moment.
It's time for a data privacy checkup.
The average tenure of B2B sales leaders is 18 months. Here's why marketers should pay attention to that turnover rate.
The answer isn't always black and white.
Can you back up your content sources?
Better experiences equal better ROI.
The VP of marketing had backing from his CMO for new software, but the CIO had a different vision. How should he handle it? See how our readers would tackle this thorny situation.
See what our tweeps have been getting up to this month. Follow us @dmnews.
What will be The Next Big Thing?
Stand out from the competition by being a go-to content source for buyers.
A breakdown of DMA vs. Brohl
All of the cool kids are doing it.
Lessons from The Simpsons' character that will make marketers go, "Doh!"
A better customer experience increases the likelihood of a successful new product launch.
The head of marketing operations is doing just as much selling as marketing, sans the commission her sales colleagues earn. How should she handle it? See how our readers would tackle this thorny situation.
The value of scarcity isn't a come-and-go tactic.
The Ice Bucket Challenge engenders a tidal wave of support for the ALS Association
Transparency doesn't just apply to for-profit organizations; fundraisers need to be held accountable, too.
Content marketing is evolving into media-like publishing for some brands. Are marketers on the ball?
Consumers want to interact online, but companies aren't serving their needs.
Miranda Bell knows her program will pay off but CEO Dasha Atwala says to nix it. What should she do?
Editor-in-Chief Ginger Conlon delves into the new formula for CLTV.
Three words apply when adopting SFA: Keep it simple.
Confidence in data-driven marketing led marketers to set high Q1 2014 goals.
Does your brand have a devoted following?
Clear marketing language helps marketers tell effective brand stories.
5 ways marketers can blend empathy and analytics to more effectively connect with customers
An argument for embracing direct relationship marketing.
Editor-in-Chief Ginger Conlon offers her take on what it means to make an impact on the marketing industry.
The VP of marketing has been a little lax in his definition of the term "business expense" and it shows. See how our readers would handle this thorny situation.
CMOs need to take the lead in synchronizing efforts across all departments and channels to ensure the brand delivers the best possible CX.
Why the 1986 law doesn't cut it in today's modern marketing world.
Marketing and sales processes play a pivotal role in transforming browsers into buyers.
This one-step regimen is more obvious than you think.
Interactive content can help publishers achieve their revenue goals.
A rundown on what marketers need to know to stay compliant with the new law.
How to truly leave your customers salivating for more.
5 levels social marketers must progress through to achieve the higher levels of performance
Why multivariate testing trumps A/B testing.
In order to take advantage of regional opportunities in emerging markets, you need to be able to speak their language.
At the end of the day, the consumer is the most important person when it comes to the success of advertisements through a video medium.
Marketers aiming to engage customers need to connect systems, data, and processes to enable consistent customer experiences.
Companies must start putting customers, not technology, at the center of their digital strategy.
Deliver data in an engaging, relevant, and actionable way and you'll be agile enough to respond to the needs of today's empowered consumer.
Three examples of how mobile could enhance a multichannel marketing campaign.
Why savvy healthcare marketing is just what the doctor ordered.
Everyone's Google themselves—but search results are not static. Here are three things to look out for.
Four digital truths that can help brand marketers create a direct connection with engaged customers.
The new realities of how customers interact with brands mean rethinking marketing.
Marketers can take steps to ensure that they're not wasting their advertising budget. Here's how.
You need to find something unique about your business to stand out from the competition. Here's advice on how.
Is it really marketing's fault that sales can't close deals? Is it the sales team's fault that marketing collateral goes unused? Ultimately, the blame lies with senior management.
Your email director is a spray-and-pray kind of guy. As the new marketing VP, how would you deal? See what our readers had to say.
Cross-channel attribution is a reality. Embrace it.
"How can marketers make cross-channel attribution a reality?" has been a burning question for almost a decade.
Every marketing team and campaign has its All Stars and MVPs—just be sure to recognize each player's contributions throughout the game.
It's time for marketers to shed their misconceptions of referral marketing as a low-volume, low-impact awareness strategy.
4 ways to stop thinking of search as a product locator and start thinking of it as a targeted way to connect with customers.
Don't let its name fool you. Why social selling isn't just for the sales department.
The seven must-haves for personalized marketing.
CMOs are reinventing themselves and redefining the C-Suite.
What opportunities for achieving great success are we missing by studiously avoiding perceived risk?
An abandoned shopping cart doesn't necessarily mean an abandoned sale.
Ads that captivate customers increase marketing ROI.
When it comes to data, consumers and marketers are on the same team.
A 1963 study on obedience proves relevant to marketers today.
Marketers must take into account that no two customers are the same.
What is pay-per-call marketing and how can it benefit direct marketers? Here are three things every marketer should know about this relatively new form of digital advertising.
As corporate data literacy increases, data storytellers will morph into data monetizers.
4 benefits of process that help to ensure success with an agency partner.
It may seem like it's yours, but it's not. It has a life of its own and you work for it—not the other way around. I'm talking about your brand.
B2B marketers who bandy overused terms in their content marketing do so to their detriment.
Two ways digital marketers can shoot higher than average for campaign performance.
Not only is Taulia making entertaining videos (how many B2B brands can make you laugh?), but the strategy behind its video marketing is impressive.
What Big Data can and cannot do—and how "thicker" data can help.
4 ways marketers can adjust their approach to optimize the digital customer experience.
Creating a successful test is only one half of the equation—creating a culture of regular testing and enthusiasm for optimization is equally as important.
Intent, which tells you who, how, and when to target, is a common thread on the customer journey.
It's been a bad year for TV service providers.
The strategic use of marketing automation requires a focus on the individual or organization and his journey with a brand.
Getting customer engagement right involves lining up all your ducks right—a so-called "perfect storm" of contributing factors.
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