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. More than 700 entrants were critiqued across 30 categories for their ingenuity, fearlessness and vision by creatives from as far away as Dubai, New Zealand, Brazil and Turkey. The Caples winners will be announced March 22 at a gala dinner at Capitale in New York City.

As consumers are everywhere at once, using every device imaginable, brands perfect tactics for messages that resonate
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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.