Three companies ditch the notion that big spenders are the best customers, and opt for a modern definition rooted in influence.
Not all influencers are well-known; that doesn't make their impact any less potent.
Getting inbound and outbound lead gen on the same track.
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.
Risk takers. Storytellers. Leaders. Direct Marketing News announces its 2014 Marketing Hall of Femme honorees.
The heated data security and privacy debate is rich with contradictions, controversy, and complexity—and major challenges for marketers.
Customers' capricious purchase behaviors and ever-increasing expectations—and marketers reactions to both—have altered the thinking on loyalty in three significant areas.
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.
30 marketing pundits predict what will catch fire in marketing this year.
Customers' changing purchase habits have extended marketers' reach further into the sales funnel, upping their contribution to revenue.
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.
Keeping up with consumers' multichannel, multidevice lifestyle is becoming increasingly challenging. Enter: data management platforms.
The marketing technology landscape is changing faster than ever. Here's what marketers need to know to keep pace.
Here's how three companies with unique marketing challenges refreshed their customer segmentation to drive sales gains.
When it comes to segmentation and marketers the news is bad and worse, according to Sri Sridharan, Forrester's chief expert on the subject.
The USPS has problems. Direct mailers have questions. Who better, we reasoned, to answer them than the Postmaster General?
15 mavericks, brands, and legislators that catalyzed the marketing industry over the past year.
Creativity in the age of marketing accountability.
Tracy Stokes is an unapologetic brand-builder. We asked for her account of accountability.
The darlings in business today are the CMO and CIO. Only when they partner well will marketing insight truly come to light.
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.
The voice of the customer calls marketers to action at Barclaycard, Cross Country Home Services, and JetBlue.
Privacy experts tackle the leading privacy issues surrounding on- and offline customer data.
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.
Using data to align marketers' perceptions with the actual customer experience.
Fast food restaurants often market the dining experience as much as the food itself. Take Taco Bell, for example.
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.
The secrets to a brand gaining digital "all-star" status are the think multichannel, collaborate cross-functionally, and take creative risks.
Creating buzz and building engagement in the B2C world takes many forms. In B2B, it's all about content marketing.
Jeff Diskin, SVP of global customer marketing at Hilton Worldwide, must keep 34 million HHonors members happy and returning for repeat stays.
The talented 2012 Direct Marketing News 40 under 40 have them in spades.
Want to reach prospects and cultivate leads? The choices are overwhelming. Marketers have to make educated choices—and the occasional leap of faith.
Jessica Bohm, Folica.com director of marketing, shares insights into the hair care e-commerce brand's highly successful customer referral program.
Multichannel marketing + customer engagement = transaction. Brands share what they're doing to identify the ideal blend.
Brands are embracing integrated social/local/mobile campaigns to address the challenge of right time, right place, right offer.
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.
Are mobile 2D barcodes the future of direct? Could be, says Gary Reblin of the USPS.
Behavioral targeting can be a highly effective marketing asset when customer data is used wisely, not wildly.
TRUSTe's recent report on consumer perceptions of mobile and online privacy show that there's more distrust around privacy policies in mobile apps.
As much as the marketing landscape changes, many of the DRTV aspects that made it attractive to marketers for decades remain unchanged.
A multichannel approach provides a clearer picture of DRTV's potential.
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.
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.
As more consumers turn to smartphones to find information on products and services, brands are overhauling their desktop search strategies for mobile.
Facebook's ubiquitous reach now extends into the social commerce arena.
Location-based technology and QR codes are in heavy rotation at the Ford Motor Company.
Location-based services that depend upon intimate knowledge of customers' whereabouts give some customers pause.
LBS and QR codes leave an impression on the mobile marketing landscape.
Retailers delve deep into their quantitative and qualitative consumer data to position brands and create rich customer experiences and personalized communications.
Brands embrace mobile commerce by developing apps and building sites for smartphone and tablet users, as well as optimizing their e-commerce sites.
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.