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Are Marketers Getting Too Personal?

Are Marketers Getting Too Personal?

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The definition—and appropriateness—of personalization is in the eye of the beholder. Here's how today's marketers define it, and what they consider to be too much.

eBay Enterprise Bids on Personalization

eBay Enterprise Bids on Personalization

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Ebay's John Sheldon speaks with Direct Marketing News to break down the basics of personalization and what marketers really need to know.

The Data-Protection Paradox

The Data-Protection Paradox

The heated data security and privacy debate is rich with contradictions, controversy, and complexity—and major challenges for marketers.

Fickle About Loyalty

Fickle About Loyalty

Customers' capricious purchase behaviors and ever-increasing expectations—and marketers reactions to both—have altered the thinking on loyalty in three significant areas.

A Hardscape Company Soft-Sells via Content Marketing

A Hardscape Company Soft-Sells via Content Marketing

System Pavers initiated content marketing as a way to increase customer loyalty and engagement toward the tail end of the housing crisis felt deeply by California.

Hot Marketing Trends For 2014

Hot Marketing Trends For 2014

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30 marketing pundits predict what will catch fire in marketing this year.

Marketing Leads Here!

Marketing Leads Here!

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Customers' changing purchase habits have extended marketers' reach further into the sales funnel, upping their contribution to revenue.

Q&A: Liz Miller, VP Marketing Programs and Operations, CMO Council

Q&A: Liz Miller, VP Marketing Programs and Operations, CMO Council

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The CMO Council recently asked 230 senior B2B marketing executives to rate themselves on improving their pipelines using modern technology. We talked to the study's director.

The DL on DMPs

The DL on DMPs

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Keeping up with consumers' multichannel, multidevice lifestyle is becoming increasingly challenging. Enter: data management platforms.

Future Shock

Future Shock

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The marketing technology landscape is changing faster than ever. Here's what marketers need to know to keep pace.

The Right Slice

The Right Slice

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Here's how three companies with unique marketing challenges refreshed their customer segmentation to drive sales gains.

Q&A: Srividya Sridharan, Customer Insights Analyst, Forrester Research

Q&A: Srividya Sridharan, Customer Insights Analyst, Forrester Research

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When it comes to segmentation and marketers the news is bad and worse, according to Sri Sridharan, Forrester's chief expert on the subject.

Donahoe's Postal Vision

Donahoe's Postal Vision

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The USPS has problems. Direct mailers have questions. Who better, we reasoned, to answer them than the Postmaster General?

Under (and so over) the Influence

Under (and so over) the Influence

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15 mavericks, brands, and legislators that catalyzed the marketing industry over the past year.

Measuring the Wow

Measuring the Wow

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Creativity in the age of marketing accountability.

Q&A: Tracy Stokes, Principal analyst serving CMOs, Forrester Research

Q&A: Tracy Stokes, Principal analyst serving CMOs, Forrester Research

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Tracy Stokes is an unapologetic brand-builder. We asked for her account of accountability.

The New Power Couple

The New Power Couple

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The darlings in business today are the CMO and CIO. Only when they partner well will marketing insight truly come to light.

Q&A: Kim Ann King, CMO, SiteSpect

Q&A: Kim Ann King, CMO, SiteSpect

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Officially, Kim Ann King is the CMO of Web optimization company SiteSpect, but King's really more like the "CMTO" due to her marketing-technology infused skill set.

Voice Activated

Voice Activated

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The voice of the customer calls marketers to action at Barclaycard, Cross Country Home Services, and JetBlue.

Top 5 Privacy Issues Revealed

Top 5 Privacy Issues Revealed

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Privacy experts tackle the leading privacy issues surrounding on- and offline customer data.

COPPA: Not Child's Play

COPPA: Not Child's Play

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It's a federal regulation that affects companies like Nimbus Games, a mobile game publisher for children primarily between the ages of four to nine.

Marketer vs. Reality

Marketer vs. Reality

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Using data to align marketers' perceptions with the actual customer experience.

Taco Bell markets its quality experience with a new menu

Taco Bell markets its quality experience with a new menu

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Fast food restaurants often market the dining experience as much as the food itself. Take Taco Bell, for example.

Loyalty reprogrammed

Loyalty reprogrammed

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Customer loyalty has become ever more tenuous. Marketers need to rethink their approach to building and sustaining loyalty—and data is how they'll amp up their results.

Rise above a crowded digital landscape

Rise above a crowded digital landscape

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The secrets to a brand gaining digital "all-star" status are the think multichannel, collaborate cross-functionally, and take creative risks.

Digital marketing mastery in the B2B world

Digital marketing mastery in the B2B world

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Creating buzz and building engagement in the B2C world takes many forms. In B2B, it's all about content marketing.

Q&A: Jeff Diskin, SVP of global customer marketing, Hilton Worldwide

Q&A: Jeff Diskin, SVP of global customer marketing, Hilton Worldwide

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Jeff Diskin, SVP of global customer marketing at Hilton Worldwide, must keep 34 million HHonors members happy and returning for repeat stays.

Mad Skills

Mad Skills

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The talented 2012 Direct Marketing News 40 under 40 have them in spades.

So many channels, so few quality leads

So many channels, so few quality leads

Want to reach prospects and cultivate leads? The choices are overwhelming. Marketers have to make educated choices—and the occasional leap of faith.

Q&A: Jessica Bohm, director of marketing, Folicia.com

Q&A: Jessica Bohm, director of marketing, Folicia.com

Jessica Bohm, Folica.com director of marketing, shares insights into the hair care e-commerce brand's highly successful customer referral program.

Formulating the ideal marketing mix

Formulating the ideal marketing mix

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Multichannel marketing + customer engagement = transaction. Brands share what they're doing to identify the ideal blend.

SoLoMo marketing hits the spot

SoLoMo marketing hits the spot

Brands are embracing integrated social/local/mobile campaigns to address the challenge of right time, right place, right offer.

Pushing the envelope

Pushing the envelope

Marketers who still fully embrace traditional marketing tools such as print catalogs and direct mail have an opportunity to stand out to consumers bombarded by digital pitches.

Q&A: Gary Reblin, VP of domestic products, USPS

Q&A: Gary Reblin, VP of domestic products, USPS

Are mobile 2D barcodes the future of direct? Could be, says Gary Reblin of the USPS.

Be relevant, not creepy

Be relevant, not creepy

Behavioral targeting can be a highly effective marketing asset when customer data is used wisely, not wildly.

Online privacy concerns outweigh mobile app downloads

Online privacy concerns outweigh mobile app downloads

TRUSTe's recent report on consumer perceptions of mobile and online privacy show that there's more distrust around privacy policies in mobile apps.

DRTV is the heart of Zestra's touchy campaign

DRTV is the heart of Zestra's touchy campaign

As much as the marketing landscape changes, many of the DRTV aspects that made it attractive to marketers for decades remain unchanged.

DRTV changes channels

DRTV changes channels

A multichannel approach provides a clearer picture of DRTV's potential.

Q&A: Kevin Harrington, chairman & founder, TVGoods, Inc.

Q&A: Kevin Harrington, chairman & founder, TVGoods, Inc.

Direct Marketing News spoke with DRTV vet Kevin Harrington about the history of the DRTV channel, how it's changed, and where it's heading.

Q&A: Grazia Ochoa, director of global digital marketing, Starwood Hotels & Resorts Worldwide

Q&A: Grazia Ochoa, director of global digital marketing, Starwood Hotels & Resorts Worldwide

Starwood's global digital marketing head Grazia Ochoa on what the brand is doing in the mobile space now and where it plans to be soon.

Pinpointing mobile search

Pinpointing mobile search

As more consumers turn to smartphones to find information on products and services, brands are overhauling their desktop search strategies for mobile.

Friending e-commerce

Friending e-commerce

Facebook's ubiquitous reach now extends into the social commerce arena.

Q&A: Brian McClary, social & emerging media analyst, Ford Motor Co.

Q&A: Brian McClary, social & emerging media analyst, Ford Motor Co.

Location-based technology and QR codes are in heavy rotation at the Ford Motor Company.

We're watching you: location-based privacy issues

We're watching you: location-based privacy issues

Location-based services that depend upon intimate knowledge of customers' whereabouts give some customers pause.

Leveraging QR codes

Leveraging QR codes

LBS and QR codes leave an impression on the mobile marketing landscape.

Data drives e-commerce

Data drives e-commerce

Retailers delve deep into their quantitative and qualitative consumer data to position brands and create rich customer experiences and personalized communications.

Mobile's surge

Mobile's surge

Brands embrace mobile commerce by developing apps and building sites for smartphone and tablet users, as well as optimizing their e-commerce sites.

B-to-b on the go

B-to-b on the go

With each individual able to carry their business around with them on a tablet or phone, b-to-b marketing has sought a number of ways to reach on-the-go executives.

Q&A: Sandra Zoratti, VP of marketing solutions, Ricoh

Q&A: Sandra Zoratti, VP of marketing solutions, Ricoh

Sandra Zoratti, VP of marketing solutions at Ricoh discusses the changing landscape of b-to-b marketing.

Dell's transformation

Dell's transformation

Dell strives to better target its customers and market its brand.

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