February 2016 Issue of Direct Marketing News
• Cover Story: The CMO of the Future • CMO Confidential: A Chat With John Wiley & Sons CMO Clay Stobaugh • Best Case: Data-Driven Storytelling Pays Off for Western Union • Marketing Challenge: Resist or Roll With It: Answers • + more...
From concept to packaging, the company drills into qualitative and quantitative customer data to better its marketing.
The money-sending company uses customer insight as inspiration for its multichannel, sweepstakes campaign.
Tetra Pak successfully uses a highly targeted campaign to demonstrate its marketing and product expertise, not just sell packaging.
CMO Confidential: Clay Stobaugh applies a potent dose of Lean Six Sigma to designing and running John Wiley & Sons' marketing strategy and structures.
Cameron MacDonnell is unsure as to whether his campaign test results are an anomaly. Should he retest or just run the campaign as is? Read ...
There should be nine, but the Senate's inaction on five nominations leaves James Bilbray the last man standing.
A checklist for dealing with Europe's new privacy law, which raises questions about arrangements with third-party data companies.
B2B companies that use personas are twice as likely to exceed lead and revenue goals as those that don't.
Multichannel dreams will find fruition in inboxes as emailers dig deeper into their data, experts say.
Demystifying the fundamentals that marketers need to know about data as a service.
But the future of search and display is fishy for companies in marketing services, media, and technology.
Some quick info to keep you up-to-date, including the best time to send an email, and the percent of marketers who say their creative teams ...
This Is How We Do It
Experimenting with emerging technology to reach millennial buyers and influencers
The candy brand shows what it takes to be famous among this seemingly elusive younger demographic.
Survival as a chief marketer in 2016 and beyond will depend on being highly adaptable and maintaining a deep understanding of today's capricious customers.
Predictions abound on the ideal competencies of tomorrow's CMO. Which are fact, and which are fiction?
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 ...
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