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.
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.
Sandra Zoratti, VP of marketing solutions at Ricoh discusses the changing landscape of b-to-b marketing.
Dell strives to better target its customers and market its brand.
Avoiding common email marketing mistakes will ultimately drive better campaign ROI.
These apps do the trick when it comes to interactive gamification.
Tim Anderson, SVP of retail and foodservice, Challenge Dairy, on the company's use of engaging, interactive marketing.
Marketing experts agree that gamification drives powerful and prolonged consumer engagements. But is the technology too new to invest in?
To grow their scale beyond borders, marketers must negotiate a maze of channels, data and cultures .
Beiersdorf AG's skincare brand Nivea wanted to make a splash upon its 100th anniversary this year, kicking off a one-and-a-half billion dollar global multichannel campaign in 96 key markets — its largest global promotion ever.
Company of the week
As the leading source for direct marketing youth data, alloyASL connects your brand to consumers with extensive and unparalleled industry expertise in data content, aggregation and analytics of the youth, young adult and student demographics.
Retailers' Thanksgiving Day sales pitches came in heavy via email.
Key passages from the mailing industry's anti-exigency appeal to the Postal Regulatory Commission.
The fast casual restaurant chain relies on digital to drive in-store traffic and sales for its seasonal menu.