From building personas to improving sales alignment to increasing lifetime value, ABM may seem like the B2B marketer's panacea. Here's how to decide whether it's right for you.
More companies today are linking advertising technology and marketing automation. Here's a breakdown of what that union means for customers—and for each industry's future.
The days of FOMO as the reason for integrating mobile into the marketing mix are long gone. Today, it's do or die.
Learn to humanize their approach, they can.
Mobile marketing may not be as easy as a swipe and a tap, but it's a channel that marketers must master.
Real Leading Ladies don't walk red carpets. They make strides in their industry.*
Slicing and dicing customers based on behaviors, needs, or profitability is nice, but leveraging all three is the real secret to success.
Content is most likely to drive conversions when marketers use such tools as email and social to support their content marketing efforts.
Today's CMOs are finance- and tech-savvy business leaders. Here's what it takes for marketers to step into the C-suite.
Balancing brands' financial needs with consumers' emotional desires is one problem marketers have yet to solve. Data is the way to a solution.
A data-driven approach to marketing provides a competitive advantage.
The rallying cry that "all marketing is direct" is increasingly evident as brand marketers and direct marketers adopt key strategies from each other.
Winners of the 2015 Marketing&Tech Innovation Awards are tops in using technology and data as tinder to create sparks with their marketing.
Whether your product is sexy or practical, your content can be engaging and profitable. Here's how.
Three companies prove that interactions, connections, and emotions are the essential pillars of a strong engagement campaign.
25 pundits predict the Next Big Thing on the marketing horizon.
A focus on customer engagement and loyalty fuels marketing initiatives at BMW, James Hardie, and Hallmark Business Connections.
The brands most successful with omnichannel marketing are those who think about outcomes, not channels.
Late-night yell-and-sell pitches have given way to sophisticated, multichannel, ROI-centric campaigns.
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.
The way to profitably engage customers across marketing channels is to get personal.
That feeling you get when you're in the presence of great creative—that's what Caples 2013 was all about.
Capturing the right data for customer retention and growth.
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.
Marketing legend and Caples 35 Emerson Award winner Don E. Schultz confides that he finds little courageous about marketing today.
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.
Torrence Boone, Google top dog and Caples 35 honorary chair, wants to help you tell a story.
For marketers associated with sponsoring brands, the Olympic Games present tremendous challenges—and opportunities—as they launch global multichannel campaigns.
A top priority for marketers trying to connect with customers through mobile is accuracy.
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.
Wunderman chairman and CEO Daniel Morel on challenges agencies are facing and the opportunities ahead.
Top brand executives from Xerox Corp., Capital One and Esurance on the qualities they seek in an agency.
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.
At Orbitz, targeting based on demographic and psychographic data is so refined that the company sends out campaigns to as little as 10 people.
At Caples, now a Direct Marketing News brand, results are secondary to the creative idea, and success is judged in terms of originality.
As consumers are everywhere at once, using every device imaginable, brands perfect tactics for messages that resonate .
Patrick McLean, VP of digital marketing, Capital One, discusses his company's use of real-time marketing.
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.
Can't-miss sessions and events at this year's DMA
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.
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
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.
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.
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."
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.
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.
OgilvyOne Worldwide's chairman and CEO, Brian Fetherstonhaugh, describes the last year as a "recovery year," for the industry.
The past 12 months have represented the greatest industry transformation that Draftfcb CEO Laurence Boschetto says he has ever seen.
AKQA offers interactive CRM, e-commerce, interface design, content creation and distribution, media planning, search marketing and analytics services.
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.
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 ...