Burgeoning digital channels and new avenues of customer insight give marketers new opportunities to build affinity and sales through direct marketing.
Revenue growth from existing customer through cross-selling is where direct marketing can deliver significant traction.
Adding social and content to loyalty programs can up the ante by driving advocacy, engagement, and reach.
Only the nimble brands will survive.
A recap of the marketing highlights, and lowlights, from the past year
This month's challenge revolves around loyalty and the dangers of social media. How would you tackle the problem?
There's a difference between capturing a customer's wallet and capturing his heart.
Rakuten Loyalty CEO Michael Jaconi talks about the way in which disruptive technologies can affect loyalty programs today.
Turning up the heat on a luke-warm customer experience
New movers are so inundated with marketing messages that businesses have to develop sharp strategies and targeting tactics to ensure their offer is getting attention.
Young consumers' expectations go green. More millennials are sticking it to the brand and favoring companies with strong environmental and ethical practices.
Brand Keys reveals its Customer Loyalty Leaders 2012 list. Apple and Amazon's various products dominated the top spots.
I never buy full-price. I'm not sure whether that makes me a loyal customer, or an opportunistic one. Probably the latter. Loyalty is cheap to me.
More than half of the marketers tapped in a recent survey said mobile rings up greater ROI than traditional marketing programs do.
Customers who check into a Denny's restaurant in all 50 states win a savory prize: free Grand Slam breakfasts for life.
All I really need to know about marketing I learned on summer vacation.
Toys "R" Us today announced an enhanced "Rewards 'R' Us" customer loyalty program, along with a new MasterCard co-branded credit card through GE Capital Retail Bank.
Tesco has proverbial shopping carts full of data about its customers — and the U.K.-based grocery chain just announced it's going to really start using it.
Seattle-based social rewards company Lockerz acquired online fashion community Chick Approved.
As a woman in my mid-20s, I'm a member of a ton of loyalty programs. My most-recent acquisition is Argo Tea's LoyalTea Club. Cute, right?
The man behind Frank 151 shares his views on what print has to do to maintain its relevancy in the digital age.
It's "not the [IKEA] Kool-Aid" that makes IKEA North America CMO Leontyne Green such a brand evangelist. It's the relevance of the brand itself.
If you can't bring the 19-to-29-year-old demographic to the mountain — then give them an unbeatable deal that will.
T.G.I. Friday's launched its first mobile app, designed to allow customers to use their phones to keep track of their tabs and interact while inside the restaurant, said Trey Hall, SVP and CMO at Friday's. The app was developed with Tabbedout, a mobile wallet company based in Austin, Texas.
Apparel retailer Express launched a loyalty program titled Express NEXT, which will allow customers to earn points not only for what they buy, but also for engaging with the company through social media, said Jim Thompson, Director of CRM at Express.
Brands take active steps to protect sensitive customer data, prevent data breaches, gain consumer trust and streamline their collection processes and email messaging.
Integrated customer marketing is the key to driving increased loyalty, customer lifetime value and overall return on ad spend.
Southwest Airlines rapid rewards members will now have the option earn points toward flights by signing up for services on freecreditscore.com, an Experian company, said Angie Russell, manager of partnership marketing at Southwest.
Friendly's Ice Cream has launched an online ordering system using in its home market of Springfield, Mass., and plans to roll out a revamped loyalty program this summer, said Richard Del Valle, VP of Restaurant Operations Support at the restaurant chain. For both launches, Friendly's will use technologies from MICROS Systems, a provider of ecommerce solutions for the hospitality and retail industries.
Brands must draw on a deluge of mobile-driven customer information in order to engage customers and encourage repeat business.
Company of the week
R2C creates, produces, distributes and measures messages that inspire and compel consumers to do something with a brand to drive commercial advantage. The full-service advertising agency specializes in creative, production, media, analytics and performance.
What's in our mailbox this month: fitness postcards from Retro Fitness, American Woman Fitness Centers, Union's United Taekwondo Academy, and Bally Total Fitness. (We're totally pumped.)
Social data can improve a brand's bottom line and customer relationships. Just ask brands Infiniti and Diamond Nexus.
Here are three must-have data sets that every marketer should include in his or her email strategy.