Features

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
.

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.

ABR 2011: Acxiom Corp.

ABR 2011: Acxiom Corp.

Acxiom Corp. is a giant in the marketing services industry, standing at more than $1 billion in global revenues and serving top-tier clients across the automotive, travel, entertainment, healthcare and technology industries.

ABR 2011: Epsilon

ABR 2011: Epsilon

Epsilon expects to be a $1 billion marketing services firm by next year, which would put it neck and neck with competitor Acxiom in terms of sales, as well as on par with the size of creative agency giant Wunderman.

ABR 2011: Harte-Hanks

ABR 2011: Harte-Hanks

Harte-Hanks has turned its financial state around after a couple of tough years. It recently completed its third consecutive quarter of revenue growth. This growth is mostly driven by its marketing units, The Agency Inside Harte-Hanks and its internal direct marketing team.

ABR 2011: Merkle

ABR 2011: Merkle

Expansion was the theme last year at CRM agency Merkle. Expansion was the theme last year at CRM agency Merkle. The Columbia, Md.-based company expanded both its physical footprint and its core offerings through acquisitions and with the opening of its first international office in Shanghai.

ABR 2011: Accent Marketing Services & Communefx

ABR 2011: Accent Marketing Services & Communefx

Accent Marketing is building up two distinct shops under the same roof. Last year, it divided the business into performance marketing and engagement management units.

ABR 2011: Allant Group

ABR 2011: Allant Group

The industry has heard for years about "advanced TV advertising," the ability to target broadcast ads to specific audiences.

ABR 2011: Arc Worldwide

ABR 2011: Arc Worldwide

ARC has been operating as the marketing services arm of Publicis' storied Leo Burnett agency since the two were brought under the same roof in 2006.

ABR 2011: Carlson 
Marketing

ABR 2011: Carlson 
Marketing

This loyalty specialist works in six areas: strategy and customer planning; decision sciences; creative, interactive, media and mobile; award services; technology services and operations; and incentive and event management.

ABR 2011: Experian 
Marketing 
Services

ABR 2011: Experian 
Marketing 
Services

Experian Marketing Services CEO Matt Seeley likes to refer to his company as "the largest email player in the world."

ABR 2011: GSI Global 
Marketing 
Services

ABR 2011: GSI Global 
Marketing 
Services

GSI is a digital marketing and e-commerce management specialist with units in email marketing, mobile advertising, affiliate marketing, ad retargeting and in-depth analytics.

ABR 2011: Infogroup

ABR 2011: Infogroup

A year ago, Infogroup would have been described as 31 competing data and marketing services businesses. Now, after more than 18 months of consolidation and rebranding, it is a single company.

ABR 2011: KBM Group

ABR 2011: KBM Group

KBM Group's acquisition of I-Behavior brought it new capabilities in multichannel retail and online behavioral targeting, while its acquisition of Marketing Direct strengthened its healthcare offering.

ABR 2011: The Kern 
Organization

ABR 2011: The Kern 
Organization

Once a creative direct agency, The Kern Organization has become a strategic, customer-value optimization agency, dealing in acquisition and retention, says Russell Kern, founder and CEO.

ABR 2011: Javelin Marketing Group

ABR 2011: Javelin Marketing Group

Last year, the agency dropped "direct" from its name, looking to expand its reputation beyond direct mail and other traditional direct services.

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