Marketing Spending

As Marketing Investments in Social Rise, So Does Ambiguity

As Marketing Investments in Social Rise, So Does Ambiguity

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Social media spending is increasing, but chief marketers are finding it difficult to prove the impact of those expenditures, a study finds.

Does Budweiser See the World Cup Through Rose-Tinted Pint Glasses?

Does Budweiser See the World Cup Through Rose-Tinted Pint Glasses?

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Police and protesters are clashing in Brazil—but for brands, including AB InBev's Budweiser, the party carries on.

Coca-Cola Pours it on Heavy for the World Cup

Coca-Cola Pours it on Heavy for the World Cup

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When it comes to marketing at the 2014 World Cup in Brazil, Coke's spending money as enthusiastically as an overheated sports fan popping open a frosty Coke on a hot day.

Infographic: Content Marketing Matters

Infographic: Content Marketing Matters

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Content marketing is big money—as in a $44 billion industry that generates three times as many leads per dollar spent as traditional marketing tactics.

Digital Marketing Budgets Continue to Rise

Digital Marketing Budgets Continue to Rise

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Gartner research shows that marketers plan to increase their digital marketing budgets by 10% in 2014.

Video: Tag Management = ROI

Video: Tag Management = ROI

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Jon Baron, CEO and cofounder of Tagman, sat down with Direct Marketing News to talk tips for making your digital spend count.

Outlook 2014: Marketing Spending to Rise

Outlook 2014: Marketing Spending to Rise

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Winterberry Group predicts slow growth in spending across marketing channels.

Social Media Spending to Double in Five Years

Social Media Spending to Double in Five Years

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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.

Outlook 2013: Marketing Predictions From Winterberry Group's Bruce Biegel

Outlook 2013: Marketing Predictions From Winterberry Group's Bruce Biegel

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Convergence, integration, strategizing, and customer listening are areas of marketing focus in the year ahead.

Infographic: Rich media shines for luxury brands

Infographic: Rich media shines for luxury brands

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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.

Data technology crucial to digital marketing

Data technology crucial to digital marketing

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.

Cola wars linger as marketing amps up

Cola wars linger as marketing amps up

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 to boost marketing spend, consolidate agencies

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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 to invest more heavily in marketing

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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's transformation

Dell's transformation

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

DM fundamentals key to surviving Great Recession: MeritDirect Co-op

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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.

Agency Business Report due out in June

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We're in the throes of putting together our annual Agency Business Report that examines the financial health and trends among direct marketing agencies.

Q&A: Lisa Arthur, Aprimo CMO

Q&A: Lisa Arthur, Aprimo CMO

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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.

DMA: Marketers increase Q3 spending, see revenue gains

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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.

Advertising entering 'adaptive marketing' era: Forrester report

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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 buys Strategic Oxygen from Monitor

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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.

DM revenues to gain bigger share of ad spend this year: DMA09

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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.

CMOs slash marketing budgets in 2009, direct mail takes hit

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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.

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