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.
Euro RSCG 4D, a subsidiary of Euro RSCG, bolstered its offering in the last year through acquisitions, including Baltimore-based digital agency Congruent Media.
Organic CEO Marita Scarfi cites the digital agency's analytics practice that measures cross-channel consumer interactions as one of its primary strengths.
Hawkeye, like many agencies, has transitioned from a one-time reliance on print marketing to prioritizing its digital business.
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.
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.
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.
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.
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.
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.
The industry has heard for years about "advanced TV advertising," the ability to target broadcast ads to specific audiences.
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.
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.
Experian Marketing Services CEO Matt Seeley likes to refer to his company as "the largest email player in the world."
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.
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.
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.
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.
Last year, the agency dropped "direct" from its name, looking to expand its reputation beyond direct mail and other traditional direct services.
The Scottsdale, Ariz.-based agency was acquired by publishing company Hearst last June, which president and CEO Don Scales refers to as "the biggest event in the history of the company."
Company of the week
Data Services, Inc. meets the needs of today's data-driven marketer by providing front-end database management and data analytics platforms alongside our expertise in global contact data quality, database building and ongoing maintenance that comes with our 45+ years in business.
Spectrum Spatial attempts to make the world a small marketplace for B2B and B2C companies alike.
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.