Though marketers are still figuring out how to use social media to drive specific business goals, they will commit more than 20% of their budgets to the channel by 2018, says a Duke University poll.
Convergence, integration, strategizing, and customer listening are areas of marketing focus in the year ahead.
Luxury brands will invest more in digital marketing to attract affluent audiences on the go and "SiSoMo" (sight, sound, and motion) might be the next big thing.
To get at the heart of some of the challenges facing marketers when it comes to defining the best strategies and programs to drive marketing success, Direct Marketing News convened a select group of senior marketers in a closed-door roundtable discussion sponsored by Marketo.
Although 2012 is predicted to see historically high commodities prices — affecting both PepsiCo's and Coca-Cola's bottom line — each is committing a significant amount of cost-cutting to an increase in marketing spend in 2012.
PepsiCo plans to increase marketing spend on its brands by between $500 million and $600 million this year, cut costs and trim its agency roster, the company said in an earnings statement Feb. 9.
Coca-Cola plans to invest as much as $650 million from annual cost savings into its future marketing efforts, the company said on Feb. 7.
Dell strives to better target its customers and market its brand.
Four business executives said they survived the "Great Recession" by returning to direct marketing fundamentals, while speaking during a July 14 panel discussion at the MeritDirect Business Mailers's Co-op and Interactive Marketing Conference.
We're in the throes of putting together our annual Agency Business Report that examines the financial health and trends among direct marketing agencies.
Lisa Arthur, the CMO of Aprimo, which offers marketing software to measure and implement campaigns, discusses integration and the best ways to track costs down to the individual lead.
Marketers reported spending increases last quarter, according to the Direct Marketing Association's (DMA) Quarterly Business Review. It was the first time in more than a year they've done so.
Changes to technology, media and society at large have led the advertising industry into an "adaptive marketing" era, defined by greater interaction with consumers and initiatives tailored to the individual, according to a March 29 report from Forrester Research.
Forrester Research announced December 2 that it has acquired Monitor Group's Strategic Oxygen. Forrester is mandating Strategic Oxygen to give technology marketing clients data-rich insight for marketing mix planning. Financial terms of the deal were not disclosed.
Direct marketing's share of total US advertising spending will reach 54.3% for 2009, increasing by 1.6% over last year's total, according to statistics released by the Direct Marketing Association for its DMA09 conference. Direct marketing ad spend will increase 2.7% next year, reaching $153.3 billion in total, according to the group's predictions.
Seventy-one percent of global CMOs reported 2009 marketing budgets are lower than budgets they had in 2008, and more than half (51%) have reported cuts of 20% or more, according to Forrester Research in its "Marketing Budgets Suffer Significant Cuts" report released July 7.
Company of the week
Fairfield Marketing Group, Inc.
Concerned about growth? With over 25 years experience in the industry, the list experts at Fairfield Marketing Group possess the know-how to help immediately improve any domestic or international direct marketing effort.
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.