February 2016 Issue of Direct Marketing News

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...

Best Case

Customer Insight Is DeWALT's Power Tool

From concept to packaging, the company drills into qualitative and quantitative customer data to better its marketing.

Data-Driven Storytelling Pays Off for Western Union

The money-sending company uses customer insight as inspiration for its multichannel, sweepstakes campaign.

A B2B Campaign Designed for Adventure

Tetra Pak successfully uses a highly targeted campaign to demonstrate its marketing and product expertise, not just sell packaging.

CMO Confidential

Three Essentials for Earning a Performance Marketing Black Belt

CMO Confidential: Clay Stobaugh applies a potent dose of Lean Six Sigma to designing and running John Wiley & Sons' marketing strategy and structures.

Marketing Challenge

Marketing Challenge: Retest or Roll With It: Answers

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 ...

Next

Postal Board of Governors Is Down to One Member

There should be nine, but the Senate's inaction on five nominations leaves James Bilbray the last man standing.

What You Need to Do to Satisfy the EU

A checklist for dealing with Europe's new privacy law, which raises questions about arrangements with third-party data companies.

Your Buyer Has a Name

B2B companies that use personas are twice as likely to exceed lead and revenue goals as those that don't.

In 2016, All Roads Will Lead to Email

Multichannel dreams will find fruition in inboxes as emailers dig deeper into their data, experts say.

DaaS Defined

Demystifying the fundamentals that marketers need to know about data as a service.

Infographic

B2Bs Plan to Roll Up Digital and Mobile Capabilities [Infographic]

But the future of search and display is fishy for companies in marketing services, media, and technology.

Fast Facts

Fast Facts: February 2016

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

Storytelling to the Next Generation

Experimenting with emerging technology to reach millennial buyers and influencers

Sour Patch Kids Connects With Teens Through Culture

The candy brand shows what it takes to be famous among this seemingly elusive younger demographic.

Editorial

The Shape-Shifting CMO

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.

Main Feature

The CMO of the Future

Predictions abound on the ideal competencies of tomorrow's CMO. Which are fact, and which are fiction?

Features

The Magic of Account-Based Marketing

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 ...

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above