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Unraveling the Mysteries of Mobile Marketing

Unraveling the Mysteries of Mobile Marketing

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Mobile marketing may not be as easy as a swipe and a tap, but it's a channel that marketers must master.

18 Chief Marketers Who Put the Excel In Excellent [eBook]

18 Chief Marketers Who Put the Excel In Excellent [eBook]

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Real Leading Ladies don't walk red carpets. They make strides in their industry.*

The Segmentation Triple Threat

The Segmentation Triple Threat

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Slicing and dicing customers based on behaviors, needs, or profitability is nice, but leveraging all three is the real secret to success.

Monetizing Content Marketing

Monetizing Content Marketing

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Content is most likely to drive conversions when marketers use such tools as email and social to support their content marketing efforts.

Got Skills?

Got Skills?

Today's CMOs are finance- and tech-savvy business leaders. Here's what it takes for marketers to step into the C-suite.

The Loyalty Equation

The Loyalty Equation

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Balancing brands' financial needs with consumers' emotional desires is one problem marketers have yet to solve. Data is the way to a solution.

Monetizing Marketing Data

Monetizing Marketing Data

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A data-driven approach to marketing provides a competitive advantage.

The Blending of Direct and Brand Marketing

The Blending of Direct and Brand Marketing

The rallying cry that "all marketing is direct" is increasingly evident as brand marketers and direct marketers adopt key strategies from each other.

Stoking the Fire of Marketing Innovation

Stoking the Fire of Marketing Innovation

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Winners of the 2015 Marketing&Tech Innovation Awards are tops in using technology and data as tinder to create sparks with their marketing.

Don't Bore Your Customers With Content

Don't Bore Your Customers With Content

Whether your product is sexy or practical, your content can be engaging and profitable. Here's how.

The New Wave of Engagement Campaigns

The New Wave of Engagement Campaigns

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Three companies prove that interactions, connections, and emotions are the essential pillars of a strong engagement campaign.

What Will Influence Marketing in 2015?

What Will Influence Marketing in 2015?

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25 pundits predict the Next Big Thing on the marketing horizon.

Marketing Accelerates Customer Engagement in its Drive for Loyalty

Marketing Accelerates Customer Engagement in its Drive for Loyalty

A focus on customer engagement and loyalty fuels marketing initiatives at BMW, James Hardie, and Hallmark Business Connections.

Channels Are Out. Impact Is In.

Channels Are Out. Impact Is In.

The brands most successful with omnichannel marketing are those who think about outcomes, not channels.

The 9 New Realities of Direct Response

The 9 New Realities of Direct Response

Late-night yell-and-sell pitches have given way to sophisticated, multichannel, ROI-centric campaigns.

Are B2B and B2C Marketing Really All That Different?

Are B2B and B2C Marketing Really All That Different?

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B2C and B2B marketers each have their own set of strategies and challenges, but they also have approaches that can apply to the other's marketing tactics.

Personalized Marketing = Customer-Centric Marketing

Personalized Marketing = Customer-Centric Marketing

The way to profitably engage customers across marketing channels is to get personal.

Caples: All Guts, All Glory

Caples: All Guts, All Glory

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That feeling you get when you're in the presence of great creative—that's what Caples 2013 was all about.

Not All Data Is Created Equally

Not All Data Is Created Equally

Capturing the right data for customer retention and growth.

Don't Fear the Data

Don't Fear the Data

Big Data may not be a new concept for email marketers, but its growth and availability require new strategies for harnessing its power as a competitive asset.

Don Schultz on the evolution of marketing integration

Don Schultz on the evolution of marketing integration

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Marketing legend and Caples 35 Emerson Award winner Don E. Schultz confides that he finds little courageous about marketing today.

Doing innovative work means constantly challenging yourself

Doing innovative work means constantly challenging yourself

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Ever since taking a commercial arts class in high school, Robert Rasmussen, this year's winner of Caples' Irving Wunderman Award, says he knew where he wanted to be.

Digital technology that goes well beyond creativity

Digital technology that goes well beyond creativity

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Torrence Boone, Google top dog and Caples 35 honorary chair, wants to help you tell a story.

Social is the winning element in brands' Olympian campaigns

Social is the winning element in brands' Olympian campaigns

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For marketers associated with sponsoring brands, the Olympic Games present tremendous challenges—and opportunities—as they launch global multichannel campaigns.

Clean data for local search

Clean data for local search

A top priority for marketers trying to connect with customers through mobile is accuracy.

New media channels and data raise agency profits

New media channels and data raise agency profits

Now that the recession is arguably over, direct marketing agencies are in an especially fortunate position. Given their efficiency and accountability, they're poised for success in the data driven digital marketing revolution — and business is finally beginning to grow, according to many agency heads.

Q&A: Daniel Morel, chairman and CEO, Wunderman

Q&A: Daniel Morel, chairman and CEO, Wunderman

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Wunderman chairman and CEO Daniel Morel on challenges agencies are facing and the opportunities ahead.

Brand marketers discuss what they look for at agencies

Brand marketers discuss what they look for at agencies

Top brand executives from Xerox Corp., Capital One and Esurance on the qualities they seek in an agency.

Data technology crucial to digital marketing

Data technology crucial to digital marketing

To get at the heart of some of the challenges facing marketers when it comes to defining the best strategies and programs to drive marketing success, Direct Marketing News convened a select group of senior marketers in a closed-door roundtable discussion sponsored by Marketo.

Despite rewards, some brands fail to send targeted emails

Despite rewards, some brands fail to send targeted emails

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At Orbitz, targeting based on demographic and psychographic data is so refined that the company sends out campaigns to as little as 10 people.

Creativity + ingenuity = Caples

Creativity + ingenuity = Caples

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At Caples, now a Direct Marketing News brand, results are secondary to the creative idea, and success is judged in terms of originality.

Real-world challenges for real-time marketers

Real-world challenges for real-time marketers

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As consumers are everywhere at once, using every device imaginable, brands perfect tactics for messages that resonate
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Q&A: Patrick McLean, VP of digital marketing, Capital One

Q&A: Patrick McLean, VP of digital marketing, Capital One

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Patrick McLean, VP of digital marketing, Capital One, discusses his company's use of real-time marketing.

Marketing executives sound off on daily deal craze

Daily deals have become one of the hottest marketing 
stories around — but lately, they've been making headlines for all the wrong reasons. August proved the cruelest month for this darling of real-time marketing, with both Facebook and Yelp pulling the plug on their daily deals programs.

DMA:2011 Conference Crib Sheet

Can't-miss sessions and events at this year's DMA

B-to-b success depends on social, data clarity

B-to-b success depends on social, data clarity

B-to-b marketers contend with an enormous amount of customer data coming into their organizations every day. Managing volumes of information located in various places within a company, coordinating sales and marketing teams and facing the dynamic rate at which b-to-b data decays, these marketers often have more steps to take than b-to-c marketers to make sure that their messages are relevant.

Drive e-commerce with tailored email tactics

Drive e-commerce with tailored email tactics

Despite big headlines around social media and mobile, email marketing is still the most effective way for e-commerce companies to drive sales online. It is often the central component within digital plans as e-commerce marketers rely on the medium for building relationships and earning revenue

Data integration a must for real-time marketing

Data integration a must for real-time marketing

To create relevant messaging using cross channel marketing requires the integration of data across channels, but this integration can be a challenge. Marketing is often organized in different departments across companies, creating silos of data that don't meet.

Customer engagement vital to email strategy

Customer engagement vital to email strategy

Direct Marketing News convened a diverse group of email marketing executives in April for an editorial roundtable discussion, sponsored by StrongMail, to talk about several facets of email marketing strategy.

Marketing agencies gain momentum headed out of recession

Marketing agencies gain momentum headed out of recession

Agencies finished last year with improved revenues and are racing to scoop up new business as marketers begin to shop again. This year, as Direct Marketing News interviewed executives at dozens of the leading firms, the message we heard over and over again was "revenues are back."

ABR 2011: RAPP

ABR 2011: RAPP

While many direct shops simply want to stress their digital acumen over legacy direct channels, Robert Horvath, CEO of Rapp, wants clients to call his firm to lead the strategic thinking around any customer-related issue.

ABR 2011: Wunderman

ABR 2011: Wunderman

After more than a half-century in business, the agency founded by pioneers Lester and Irving Wunderman, Ed Ricotta and Henry Kline remains an industry heavyweight.

ABR 2011: OgilvyOne Worldwide

ABR 2011: OgilvyOne Worldwide

OgilvyOne Worldwide's chairman and CEO, Brian Fetherstonhaugh, describes the last year as a "recovery year," for the industry.

ABR 2011: Draftfcb

ABR 2011: Draftfcb

The past 12 months have represented the greatest industry transformation that Draftfcb CEO Laurence Boschetto says he has ever seen.

ABR 2011: AKQA

ABR 2011: AKQA

AKQA offers interactive CRM, e-commerce, interface design, content creation and distribution, media planning, search marketing and analytics services.

ABR 2011: Catalyst

ABR 2011: Catalyst

In March 2010, Catalyst dropped "Direct" from its name to reflect its growing digital strength, while doubling the size of its analytics and digital departments.

ABR 2011: Euro RSCG Worldwide 4D

ABR 2011: Euro RSCG Worldwide 4D

Euro RSCG 4D, a subsidiary of Euro RSCG, bolstered its offering in the last year through acquisitions, including Baltimore-based digital agency Congruent Media.

ABR 2011: Organic

ABR 2011: Organic

Organic CEO Marita Scarfi cites the digital agency's analytics practice that measures cross-channel consumer interactions as one of its primary strengths.

ABR 2011: Hawkeye

ABR 2011: Hawkeye

Hawkeye, like many agencies, has transitioned from a one-time reliance on print marketing to prioritizing its digital business.

ABR 2011: Hacker Group

ABR 2011: Hacker Group

Direct and digital agency Hacker Group has verticals in telecommunications, insurance and travel. In 2010, it launched Health HG, a health insurance marketing practice, its second-largest vertical.

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