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Opinions

Is interest-based targeting replacing demographic targeting as the new model?

Demographic marketing has long been the industry standard, but does it have a future? Andrew Bailey, chairman at Proximity North America; Michael Benedek, president and CEO of Datonics; Gary Reisman, principal and founder of NewMediaMetrics; and Liz Deutch, EVP, global director, customer engagement at Draftfcb, weigh in.
 
Email Marketing

Plug-ins: Email Marketing

Email marketing is no longer a one-to-many communications strategy. Today's marketers realize that customized, personalized and timely messages are what drive open rates, click-through and conversion. Consumers expect your messages to cater to their unique interests and purchase patterns. Our experts offer up their best advice to help marketers take advantage of consumer expectations.
 
Opinions

Hire a candidate who has a high ROL (Return on Life)

Sara Arnell, Arnell Group

Imagine that you're about to interview a prospective new hire. You've read their resume, been briefed by HR and are feeling confident that your recruitment team has done their job well. Now, tear up the resume and step away from your desk. It's time to find out what the true value of this candidate is: their "ROL," or "Return on Life."
 
Opinions

Marry targeting with inventory

David L. Smith, Mediasmith

The digital landscape is confusing. Anybody who has viewed the Terry Kawaja Display Landscape slide knows this. Despite that, we have the opportunity to do the targeting we've only dreamed of before.
 
Opinions

Good habits for social CMOs

Clara Shih, Hearsay Social

Businesses can no longer ignore the social media explosion. For CMOs, success boils down to seven habits.
 
Database Marketing/CRM

To know me is to target me

Scott Donaton, Ensemble

While privacy concerns are understandable, what most people care about at the end of the day is the price-value equation. They're willing to give up personal information about themselves if it helps a marketer target them more effectively and efficiently. If you can use past behaviors and stated preferences to deliver a better experience and waste less time, go for it.
 
Opinions

Where are your customers?

Where are your customers is a provocative question and one many marketers no doubt are asking of themselves. It's more complicated to answer this question when customers have such a wide array of choice and the megaphone of social media through which to communicate with peers and the wider world, yet marketers have to find ways to meet customer demand for highly relevant communications.
 
Digital

Beyond Badges: The Power of Customer Engagement Through Quests

Carrie Peters, VP of marketing, BigDoor

Online quests have proven to be tremendously popular. The trick is: how do you harness that level of engagement for something that's not a game?
 
Email Marketing

A call for email détente: efficient marketing

Rob Price, Eleven

Almost every time I wind up on some company's email database, I get punished for it.
 
Digital

Socially educated patients: pharma-friendly social

Ben Weisman, SVP and director of creative innovations, MRM

The rise of the socially-educated patient is here.
 
Opinions

Ride word-of-mouth movement

Allie Kline, VP of marketing, 33Across

The turn of the calendar year inevitably incites end-of-year reflections and New Year resolutions. Many times, to welcome in the new, we've got to let some things die. As such, I've been contemplating the evolution of our industry and begun questioning the shelf life of a traditional "campaign" model.
 
Email Marketing

Profiling is not a dirty word

Keith Flint, strategy director, Sudden Impact Marketing

If I don't know you, I won't read your email. Unless what you have to say appeals to my puerile sense of self-interest. If you aren't a friend or trusted source of international cycling news, I won't look at your tweet — no matter how clever. I'm a marketer's nightmare.
 
Digital

Will Google's paid ads affect marketers?

Google's paid ads: What will the impact be for marketers? Dorothy Weaver, VP of digital marketing services at Acquirgy, and Tej Shah, VP of e-commerce and marketing at Blue Soda Promo, weigh in.
 
Digital

Plug-ins: Social Marketing

Our expert columnists this month offer practical advice regarding the most effective ways to use social media to foster greater loyalty among customers, including strategies around providing meaningful content for maximum engagement; how to use data collected to improve targeting in a way that is integrated with other marketing efforts; and how to measure and track social marketing efforts.
 
Opinions

Avoid turnover with training programs and team-building exercises

Peter Gracey, cofounder, president and COO, AG Salesworks

AG Salesworks increased staff by 50% in 2011 and plans to hire a comparable amount of new staff in 2012. In these difficult economic times, we're fortunate to work in an industry that continues to experience steady growth.
 
Database Marketing/CRM

Twitter-ready insights on marketing follies

Scott Donaton, CEO, Ensemble

A picture is worth a thousand words, but not every one of my observations is worth a full column. Or so my editors tell me. Most, however, are worth at least 140 characters. With that in mind, and to help ring in 2012, I proudly present my Twitter-ready views, insights, unsolicited tidbits of advice and meaningless random thoughts on the absurdities of modern marketing.
 
Digital

The Evolution of Online Behavioral Advertising Self-Regulation

Fran Maier, president, TRUSTe

Taking a closer look at 2011 and looking to the future we can see three distinct phases of the industry's self-regulatory movement emerge.
 
Digital

Unlocking the secrets of QR codes

Laura Marriott, CEO, NeoMedia Technologies

NeoMedia has identified the most common mobile barcode pitfalls and have outlined tips to avoid them to ensure your initiatives not only motivate but engage your target audience.
 
Opinions

Don't place too much emphasis on prospects' past successes

Seth Besmertnik, cofounder and CEO, Conductor

For an entrepreneur, company founder or CEO, the ability to attract and hire stellar employees defines the potential of your success. When I reviewed our biggest mistakes as a fast-growing startup, they seemed to be almost entirely centered around bad hiring decisions and investing in bad hires for too long. I used to interview people for functional competence and ability, basing decisions on prior accomplishments with an overemphasis on past successes. My process today is very different.
 
Database Marketing/CRM

O come, all ye shoppers!

Scott Donaton, CEO, Ensemble

Be my Valentine! Now, let's see what I can buy/purchase/consume to 
express how I feel. A greeting card, for starters, pre-printed with someone else's sentiments, a frilly box of chocolates complete with a picture chart so you can avoid biting into the one with that weird green cream, or a dozen red long-stems.
 
Digital

Should brands discontinue print catalogs?

Two longtime marketers weigh in on whether or not brands should keep print catalogs in their marketing mix.
 
Digital

Buying display: focus on quality

Andrew Lerner, CEO, Trust Metrics

Direct marketers may dominate the digital display advertising market, but most of these marketers are getting as little as one-third of the return they could.
 
Digital

Social change: the new frontier

Jason Saul, CEO, Mission Measurement

CMOs face an impossible challenge: how to distinguish one brand from the next in a market where price, quality and convenience are at parity. The answer is passion. That's the "x factor" that every company wants.
 
Digital

Car brands raise digital marketing bar

Automotive manufacturer Ford Motor Co. unveiled the 2013 Ford Escape on Nov. 15 using social game developer Zynga's popular "Words With Friends" game and a competition against actress Jenny McCarthy, who played the Scrabble-like game live in Los Angeles.
 
Digital

Gamification: Are we there yet?

Barry Kirk, VP of loyalty and motivation, Bunchball

Four years after its introduction, many companies and marketers still view gamification as simply slapping badges on a website in an effort to increase user engagement.
 
Digital

Moving circulars into the digital age

Jamie Ray, VP of retail, PointRoll

Digital circulars are important for in-store and online traffic, but they're not as easy as putting a print circular online.
 
Digital

How hypertargeted should a Facebook ad be?

Patrick Toland, U.S. managing director, TBG Digital

Major brands are increasingly using more precise profile targeting - or "hypertargeting" - through Facebook as a cornerstone of their digital marketing and advertising campaigns, but should they be doing so?
 
Opinions

Your company pool should reflect 
national diversity

Keisha Vaughn, chief diversity officer, Draftfcb

A Jewish colleague recently asked when a Happy New Year memo for Rosh Hashanah would be released to agency employees, citing a note sent to them during the month of Ramadan reminding employees that we have an interfaith prayer room available to all. We often do need reminders to look at the diversity of those around us.
 
Production and Printing

Tactics to keep pace with print evolution

The printing and production sector has undergone major transformation in a digitally dominated market, and many marketers can now use the dual impact of print media and technology to communicate marketing messages to customers. At the same time, there has been a recalibration of expectations for improved sales and greater return on investment.
 
Database Marketing/CRM

Street-smart NY storage ads tell it straight

Scott Donaton, CEO, Ensemble

Walking the streets of New York City after a recent Sunday brunch, an out-of-town friend delighted in the sight of a woman making her way home in what seemed to be the outfit she had worn out the night before. "That's what I love about New York: the anonymity," my friend said.
 
Digital

Are toll-free numbers the best for DRTV?

Jessica Randazza
, manager of brand experience at Digitas, and AJ Khubani, president and CEO of TeleBrands Corp., discuss whether toll-free numbers are the best for DRTV.
 
Database Marketing/CRM

Data management drives ROI

Tim Altier, director of business analytics and insight, Bridgz Marketing Group

Data opens the door for marketers to connect with customers at a personal, emotion-charged level. But this portal to customer-centric marketing remains locked for many organizations — both client-side and agencies
 
Email Marketing

Four metrics that matter

Matt Blumberg, chairman and CEO, Return Path

For a marketing department to succeed in 2012 and beyond, marketers need to be analytical, focused on return on investment and deeply embedded in the data that makes their programs hum. When it comes to email, many marketers focus on all the wrong things.
 
Digital

On the issue of online privacy, where do industry and government agree?

Peter Kosmala, managing director, Digital Advertising Alliance

Several points of alignment between government officials and industry executives emerged at a recent hearing on consumer online privacy.
 
Database Marketing/CRM

Cross-channel cross-selling

David King, EVP of Fulcrum

Marketers must invest in a cross-channel platform to deliver relevant communications.
 
Digital

Did your Google ranking fall this year? Regain your SEO foothold with video

Dr. Melody King, VP of Sales & Marketing, Treepodia

If you have seen your search traffic drop since Google rolled out several algorithm updates earlier this year, you can see your traffic numbers climb in no time—simply by adopting video.
 
Digital

Bring on the holidays! It's time to make your holiday mobile strategy ring the registers

Bryon Morrison, president of wireless practice, The Marketing Arm

The holiday shopping season is almost here and strategies incorporating mobile marketing can expand your database, reaffirm customer loyalty and usher in new multichannel techniques to make the most of this holiday season.
 
Digital

Busting social media silos

Brian Killen, director of emerging technologies, Acxiom

Marketers seek to blend social media with their traditional marketing methods, but are challenged to use the data they collect effectively in a way that scales with their overall marketing strategies.
 
Digital

Ghost stories go digital

Scott Donaton, CEO, Ensemble

The campfire analogy. It's about the best definition of social marketing I've heard yet. It comes courtesy of Ashton Kutcher, who isn't only good-looking, famous, successful, wealthy and married to Demi Moore.
 
Opinions

Lead gen game: do lots of little things right

Generating qualified, sales-ready leads is often a primary objective for b-to-b direct marketers. The good news is that direct marketing, if done right, is one of the most effective ways to generate, nurture and qualify leads.
 
Digital

Will Google+ boost marketing campaigns?

David Erickson, director of e-strategy at Tunheim
, and Arthur Papas, cofounder and CEO of Bullhorn, discuss whether Google+ will boost marketing campaigns.
 
Opinions

Don't count direct mail out

Brian Fetherstonhaugh, chairman and CEO, OgilvyOne Worldwide

Like many of you, I hear people in marketing say things like "Direct mail is dead," "No smart marketer uses direct mail these days," and "I don't need direct mail anymore — I use email now."
 
Opinions

Mailers must back postal cuts

Hamilton Davison, president and executive director, American Catalog Mailers Association

The fur is flying and everyone is yammering now that the US Postal Service is taking steps to rationalize its network. In August, USPS served public notice of its intent to close underperforming retail 
locations.
 
Opinions

Target flop shows need for tech prep

It's Black Friday. A crowd gathers outside your brand's flagship retail location. Despite the expected shopper crush, the doors remain locked long after opening hours because the store manager has overslept.
 
Database Marketing/CRM

Looking outside your industry to keep customers inside your organization

Linda Armstrong, EVP and practice leader, DMW Direct

Look to competitors and companies outside of your industry to develop enhanced customer experiences.
 
Digital

Calculating the attribution value of emotion

Dana Todd, SVP of marketing and business development, Performics

While we build the future of digital media mix modeling via attribution, we should include variables for weighting levels of connection and emotional influence.
 
Digital

The impact of Google's Zagat acquisition on search marketing

Seth Nickerson, senior natural search optimization strategist, iCrossing

The acquisition will affect search marketing in a number of ways, such as fueling Google with more content to distribute to people performing local and mobile searches.
 
Database Marketing/CRM

Social Media is not Social CRM

Patrick Dorsey, Avectra VP of marketing

Social CRM is about more than "likes" and followers
 
Database Marketing/CRM

Digital ascends but print still rules catalog business

Slade Kobran, CMO, Infogroup

Marketers in the publishing and catalog industries predict digital will serve a greater role in their campaigns over the next three years, but it will not completely replace print.
 
Digital

Digital marketing hubs for multichannel integration

Leon Zemel, chief analytics officer, x+1

The advent of a technological approach called a "digital marketing hub" now makes it far easier to integrate marketing across channels.
 
Database Marketing/CRM

Eureka! Turning social data into golden customer relationships

Kristin Hambelton, VP of marketing, Neolane

Integrated within the CRM system, social media data can now be used to power more effective email campaigns.
 
Opinions

Improve email response rates with timing and relevancy

Stephanie Miller, Aprimo

Customers and prospects seem to have less patience than ever. Email marketers need to cut through the clutter.
 
Opinions

Embrace diversity in your marketing recruiting efforts

Marie-Claire Barker, chief talent officer, Ogilvy & Mather Worldwide

Growing up in a family where I had 47 first cousins, the expression "you are the living image of your aunt or uncle" was part of everyday vocabulary. Everyone looked like someone — everyone except my sister and I. Being adopted, we were never told that we were the living image of anyone. We were different, but only in our physical appearance.
 
Database Marketing/CRM

Thank goodness for Darla

Scott Donaton, CEO, Ensemble

Darla is a customer service rep for American Express. But to me, she is more than that: she is the face, or more precisely, the voice that saved the brand's image in the mind of one loyal longtime cardholder.
 
Email Marketing

Optimize email marketing for campaigns

Email marketing enables marketers to deliver custom messages directly to an in-box that many consumers check multiple times a day. Best of all, consumers have opted into most email databases, meaning they've already expressed interest in receiving communications from that brand.
 
Digital

Is the click-through rate a dead metric?

Manu Mathew
, cofounder and CEO of Visual IQ,
 and James Burrows, EVP of global sales at e-Miles, discuss whether the click-through rate is a dead metric.
 
Digital

Understanding mobile behavior

Gurval Caer, president and CEO, Blast Radius

Direct marketing has always been about connecting with customers through timely, relevant and targeted messages that drive action. Technology's evolution this past decade hasn't changed these fundamentals, but it has opened up a new set of parameters.
 
Digital

How to measure engagement

Engagement has been a primary goal of every marketing campaign, long before the Internet turned commerce upside down or the CMO title was invented. Since the beginning of the digital marketing age, it has been the Holy Grail of brand managers.
 
Opinions

Tough times are silver lining for direct

How's this for an attention-grabbing headline, courtesy of the Associated Press: "Here we go again: Another big down day for Dow." As I write this column, the Dow is going berserk again in a major stock sell-off on the heels of poor economic reports and European debt woes.
 
Digital

Location matters in online brand advertising

Ari Jacoby, CEO and cofounder, Solve Media

If marketers want customers to remember their brands, remember their messages and take action, they need to reach them when they are paying attention.
 
Database Marketing/CRM

Targeted marketing tools for the rest of us

Gary Cottingham, president of Cottingham Data

Small businesses, with their small ad budgets, tend to be a forgotten entity in the advertising and marketing arena.
 
Digital

Listen closely to your social signals

Matt Warta, cofounder and CEO, GutCheck

Is the buzz around your brand cacophony, or is there a signal in all that noise?
 
Database Marketing/CRM

Everyone loves a playground

Michael Leis, VP management director of digital at Draftfcb

Instead of treating loyalty programs like old-time banks, we should treat them like playgrounds.
 
Digital

Stamp your direct mail with QR codes

Gina McDowell, senior product specialist, Experian Marketing Services

QR codes are everywhere. But rarely are they being used effectively.
 
Database Marketing/CRM

The who, where, how and why of lead nurturing

Elle Woulfe, senior marketing programs manager, Eloqua

Lead nurturing is about cultivating leads that aren't ready to buy and keeping prospects engaged.
 
Digital

Concerned about page-load speeds? Optimize tags; don't remove them

Paul Cook, CEO and founder, TagMan

We at TagMan recently conducted a survey and found that, no surprise, most marketers are concerned about page-load speed, 81% of respondents, in fact.
 
Agency

Audacity, Romanian style

Tom O'Keefe, executive creative director for North America, Draftfcb

If you look at the big winners at this year's Cannes Lions International Festival of Creativity, amid the highly anticipated usual suspects you'll see a name that sounds more like computer software or a robot than a brand: Rom.
 
Digital

Understanding the fan journey

Rob McQueen, EVP of sponsorship, Momentum Worldwide

Many marketers and agencies have developed the tools necessary to 
address how shoppers act, feel and what ultimately leads them to purchase. Now, what about the "fan" journey?
 
Opinions

Scout for raw marketing talent at your local bar and restaurant

Steven Dapper, chairman and founder, Hawkeye

While watching the US Women's National Soccer Team defeat Brazil in the FIFA World Cup on July 10, I was reminded that the marketing industry must stay committed to recruiting talent and working as a team. The world we compete in every day is moving at breakneck speed, with a myriad of new opportunities to deliver our messages.
 
Opinions

Marketing, and other strange languages

Things ain't what they used to be. Once, I could describe myself as a back-page columnist for a monthly magazine. No more. Now, I'm a transmedia storyteller who develops original content for distribution across multiple platforms.
 
Database Marketing/CRM

Staying up-to-date on data technology

With the advent of social CRM, companies can now track and monitor customer behavior to inform segmentation and customization of marketing messages.
 
Digital

Is social media measurement a necessity?

Aseem Chandra
, VP of marketing of the Omniture business 
unit at Adobe Systems, and Mathieu Hannouz , senior product marketing manager at Neolane, discuss whether social media measurement is necessary.
 
Opinions

Consumers' privacy falls on marketers

Industry self regulation of online behavioral tracking is falling far short of expectations, according to a Stanford University Security Lab study published in July. Online ad companies, including 24/7 Real Media and AudienceScience, violated their own policies on tracking opted-out consumers, according to the research (page 3).
 
Database Marketing/CRM

B-to-b response data compares favorably to compiled data

Ruth Stevens, founder of eMarketing Strategy, and Bernice Grossman, principal consultant and founder of DMRS Group

The data available in response databases is generally quite similar in accuracy and completeness to compiled data.
 
Digital

Mobile shoppers and the new face of mobile couponing

Bryon Morrison, president of mobile practice, The Marketing Arm

Today, with mobile devices at the height of their popularity, CPG marketers have the ideal opportunity to tap into the mindset and mindshare of consumers.
 
Database Marketing/CRM

Assessing an organization's multichannel maturity

Brian Dames, group managing director of database marketing, Harte-Hanks

Marketers must figure out how to embrace new channels while maintaining performance in existing ones.
 
Database Marketing/CRM

Start-up to upstart: four moves to launching a marketing technology company

Philip Chischportich, CEO of Conversen

There are four crucial moves that every innovator must make to succeed in this new economic and technological landscape.
 
Database Marketing/CRM

Tap into your knowledge assets: Five steps to insight-driven marketing

Martha Bush, SVP of strategy and solutions, Sigma Marketing Group

Building customer insights into every interaction, and listening to the response, is at the core of smart multichannel marketing.
 
Digital

Sign me up: in praise of the daily deal

The daily deals sector has garnered plenty of headlines in the marketing press recently, including in this publication. That's no surprise given its size (pegged at $1.25 billion by BIA/Kelsey) and judging by the players who've launched daily deals services — Google, Facebook, Amazon.com and AT&T — to compete with the likes of Groupon and LivingSocial.
 
Opinions

Wanted: Inventors and change agents for a competitive industry

Leigh Ober, VP of human resources, Javelin Marketing Group

Let's be honest: this is not your father's world. There is no guaranteed lifetime employment anymore. In order to prolong job security, employees must not only develop innovative ideas, but also execute their vision.
 
Opinions

Connecting brand to the bottom line

Scott Donaton, CEO, Ensemble

Sad as it is to admit, I've probably engaged in several dozen conversations over the years — some rather heated — that revolved around the definition of the word "brand." Occupational hazard, I guess.
 
Digital

Effective tips on analytics marketing

Brands need to gain the most from their sales and marketing investments, and now more than ever, proving return on investment is the minimum price of entry to unlocking budget. The most surefire way to gain valuable insight into what's working and why is through marketing analytics, the practice of measuring and managing marketing performance to drive maximum ROI.
 
Digital

Do Facebook likes indicate marketer ROI?

Chet Barnard, 
CEO of Exit41, and Steve Knapp, director of brand activation and senior partner at Carmichael Lynch, nearly 20 years of agency-side marketing experience, discuss whether Facebook "likes" indicate marketer ROI.
 
Database Marketing/CRM

In with Tina Brown: CRM maven

Mat Zucker, chief creative officer, OgilvyOne Worldwide

What makes great editors great is that they are able to connect to both the heart and the head. They know what makes their audience laugh, think, stick around and respond. Great editors also have a head for business.
 
Digital

Attribution adoption starts now

Roger Barnette, president, IgnitionOne

It's been a few years since "engagement mapping" aka "attribution" emerged as the next big thing in online advertising. The concept of looking across digital channels and beyond the last click made sense to everyone.
 
Direct Classic

Accurate consumer data drives effective marketing

Direct marketers are able to personalize consumer experiences across multiple touchpoints with the advent of digital marketing and new software packages. Customers who visit a website, for example, experience a personalized encounter that assembles the Web page relevant to the customer's relationship.
 
Email Marketing

Success relies on balance of mobile and email strategies

George DiGuido, VP of email marketing, Zeta Interactive

Reading and sending email are two of the primary uses of a mobile device. Considering this, those responsible for digital marketing must make an effort to optimize their strategies to be effective and efficient in a mobile environment, especially given the growth in the marketplace.
 
Database Marketing/CRM

It's not just about leads anymore

In the coming year, b-to-b marketers must shift to account-based marketing — online and offline — moving away from delivering individual leads to delivering qualified accounts.
 
Agency

Agency mojo rising amid digital shift

Direct marketing agencies got their mojo back this year as revenues improved and clients began spending across marketing disciplines again. Where the watch words last year were "belt-tightening" and "shrinking budgets," this year recovery and steady growth are what top executives are talking about.
 
Digital

Deploy social media effectively

Rosanna Fiske, CEO, Public Relations Society of America

Much fuss has been made in marketing, public relations, advertising and digital circles about who "owns" social media. Go to any conference or read various industry blogs and you're bound to come across a spirited debate on this very topic.
 
Database Marketing/CRM

Break from the acquisition cult

Ernan Roman, president, Ernan Roman Direct Marketing

I have heard many marketers complain about the escalating cost of acquiring customers in our fragmented, distracted media environment.
 
Opinions

Steps to building a high-performance marketing staff

Grant Johnson, CMO of Pegasystems

The marketing department plays a vital role in promoting the mission and success of an organization.
 
Digital

On the wings of love: 
An ode to my airline

Scott Donaton, CEO of Ensemble

Forgive me readers, for I have sinned: it's been a long time since my last confession. Actually, this one is rather difficult to get out. A bit embarrassing and — to be honest — I can't really believe I'm saying it out loud. Don't judge me.
 I think I like my airline. Stop looking at me like that. It's true, and I don't care who knows it.
 
Digital

Making contact with display ad campaigns

Russell Glass, CEO, Bizo

If only you had a crystal ball that showed you where your target audience was traveling online, and what it already knew about your company, products and brand.
 
Digital

Four steps to follow when choosing a list

Craig Conard, president of Sudden Impact Marketing

You can only go to the well so many times.
 
Digital

Effective tips for b-to-b social media plans

Chris Chariton, VP of supplier marketing and marketing services, GlobalSpec

Most b-to-b marketers continue to be challenged with finding the very best direct and digital marketing strategy — one that is effective and appeals to the right constituents within organizations — while not breaking the bank on the marketing budget.
 
Opinions

Is third-party data tracking acceptable?

Dennis Dayman, chief privacy and security officer at Eloqua, and Eric Picard, chief product officer at Traffiq, discuss whether third-party data tracking is acceptable.
 
Digital

Yes, you can effectively measure social marketing

Avi Savar, founder, Big Fuel

While some brands continue to debate the merits of social media in their marketing mix, others have made tangible strides in measuring these initiatives.
 
Email Marketing

Three tips for delivering best-in-class email campaigns

Melanie Attia, product marketing manager, Campaigner Email Marketing

Before marketers shuffle their entire direct mail budget to email they should understand the value of compelling subject lines, graphics and mobile optimization.
 
Multichannel Retail/E-commerce

Executional excellence sets standard

The news grabbing headlines this month was eBay's $2.4 billion acquisition of e-commerce services giant GSI Commerce, its bid to take on industry leader Amazon.com.