Marketing Strategy

8 Trends Expected to Impact Marketing Spending in 2016

8 Trends Expected to Impact Marketing Spending in 2016

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Evolving technologies and strategies—from programmatic to performance marketing—could have marketers poised to shift their budget allocations this year.

Marketing and Sales Still Lack Alignment

Marketing and Sales Still Lack Alignment

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Relations aren't exactly improving between the two groups. It's past time to change that.

Announcing the 2016 Marketing Hall of Femme Honorees

Announcing the 2016 Marketing Hall of Femme Honorees

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These 15 chief marketers are turning heads—through their marketing acumen, collaborative approach to leadership, and customer focus.

2016 Will Be a Growth Year in Marketing Spending

2016 Will Be a Growth Year in Marketing Spending

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Winterberry Group predicts increased spending on nearly all marketing channels.

The Shape-Shifting CMO

The Shape-Shifting CMO

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Survival as a chief marketer in 2016 and beyond will depend on being highly adaptable and maintaining a deep understanding of today's capricious customers.

The CMO of the Future

The CMO of the Future

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Predictions abound on the ideal competencies of tomorrow's CMO. Which are fact, and which are fiction?

Strategic Theory, Goals, and Tactics: What Do They All Mean?

Strategic Theory, Goals, and Tactics: What Do They All Mean?

Cuisinart's director of marketing communications explains the difference between the three and how they're all linked.

What Should Marketers Do Differently in 2016?

What Should Marketers Do Differently in 2016?

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It's time for marketing professionals to resolve to rethink and reinvent their approach to driving customer actions.

What Marketers Can Learn From Four Packers Players

What Marketers Can Learn From Four Packers Players

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Green Bay's season may be over, but the lessons marketers can take away from the team's stars carry on.

What Skills Should Marketers Master in 2016?

What Skills Should Marketers Master in 2016?

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The proficiencies marketers need to succeed today are rapidly changing and expanding; some are more urgent to master than others.

7 Secrets for High-Performing Content

7 Secrets for High-Performing Content

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A list of my top 10 articles from 2015 with advice on how content marketers can replicate their success.

Young Minds, Timeless Marketing Strategies (eBook)

Young Minds, Timeless Marketing Strategies (eBook)

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This eBooks take a closer looks at the marketing and leadership strategies that make the DMN 2015 40 Under 40 honorees so successful.

The Magic of Account-Based Marketing

The Magic of Account-Based Marketing

From building personas to improving sales alignment to increasing lifetime value, ABM may seem like the B2B marketer's panacea. Here's how to decide whether it's right for you.

Resources to Help You Achieve Your Marketing Resolutions

Resources to Help You Achieve Your Marketing Resolutions

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Whether you're hoping to maintain a healthier organization or advance in your career, the Direct Marketing News staff has you covered.

Email, by the Numbers

Email, by the Numbers

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Email tactics are among the most measured in marketing--and among the most used, commanding one-fifth of digital budgets. Read on for more inbox intelligence from 2015.

Three Essentials for Earning a Performance Marketing Black Belt

Three Essentials for Earning a Performance Marketing Black Belt

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CMO Confidential: Clay Stobaugh applies a potent dose of Lean Six Sigma to designing and running John Wiley & Sons' marketing strategy and structures.

The Top 15 DMN Articles of 2015

The Top 15 DMN Articles of 2015

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Articles that resonated most with direct marketers this year covered viral heroics, true life lessons from an animated movie maker, and the precision email timing of basketball's Kings.

Marketing Inspiration, by the Book

Marketing Inspiration, by the Book

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Award-winning marketers share the books on their nightstands that inspire them at work.

Your Buyer Has a Name

Your Buyer Has a Name

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B2B companies that use personas are twice as likely to exceed lead and revenue goals as those that don't.

5 Unappetizing Marketing Combinations

5 Unappetizing Marketing Combinations

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From dirty data and personalization to mobile devices and desktop-centric experiences, marketers should always pass on these contradicting combos.

Why New Fans Flock to Wingstop

Why New Fans Flock to Wingstop

The chicken wings company spices up brand advocacy through its charitable tour.

Cision Acquires PRNewswire for $841 Million

Cision Acquires PRNewswire for $841 Million

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The software provider looks to realize greater scale and technology innovation from the deal.

How Consumers Really Feel About Your Subject Lines

How Consumers Really Feel About Your Subject Lines

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Including emotional language in the subject lines of Black Friday emails had an interesting impact on marketers' open rates.

What Marketers Can Learn From Star Wars

What Marketers Can Learn From Star Wars

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Three aspects of marketing that the beloved franchise executes on nearly perfectly.

7 Lessons Marketers Can Learn From Nestlé Waters' CMO

7 Lessons Marketers Can Learn From Nestlé Waters' CMO

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Antonio Sciuto shares his advice on how to leverage technology to drive seamless experiences.

OgilvyOne's Fletcher on Ending the Battle Between Data and Creativity

OgilvyOne's Fletcher on Ending the Battle Between Data and Creativity

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In Focus: Hall of Femme honoree Mish Fletcher, chief marketer of OgilvyOne Worldwide, discusses the rewards of not-so-delicately balancing data with creativity.

Marketing Under the Influence of Music

Marketing Under the Influence of Music

Why marketers should listen to music and leaders should listen to their teams.

A Marketer's Christmas Carol

A Marketer's Christmas Carol

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Lessons we can all learn from marketing channels of the past, present, and future.

The Grammys Take Steps to Mend Strained Relations with Hip-Hop Fans

The Grammys Take Steps to Mend Strained Relations with Hip-Hop Fans

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Rap features prominently in next year's lineup, but reactions are mixed.

 Sour Patch Kids Connects With Teens Through Culture

Sour Patch Kids Connects With Teens Through Culture

The candy brand shows what it takes to be famous among this seemingly elusive younger demographic.

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SK&A is a leading provider of U.S. healthcare information solutions and databases. As ...