Generating Loyalty for Brands and Retailers in an Omnichannel World

Generating Loyalty for Brands and Retailers in an Omnichannel World

Harnessing personas, loyalty programs, and new technologies can help marketers better connect with customers.

Give Consumers a Reason to Feel

Give Consumers a Reason to Feel

Those warm fuzzies may be worth more than you think.

Why Out-of-Control Social Conversations Are a Good Thing

Why Out-of-Control Social Conversations Are a Good Thing

Creating unnatural conversation pieces doesn't work online just as it doesn't work in real life.

The Inconvenient Truth about Mobile Apps for B2B Sales & Marketing

The Inconvenient Truth about Mobile Apps for B2B Sales & Marketing

B2B apps for sales and marketing are great—but you need to create transparency around the entire process if you want to improve the likelihood of sustained success.

Marketers: Data Rich and Knowledge Poor

Marketers: Data Rich and Knowledge Poor

While advertisers have become incredibly data-savvy, the most difficult challenge remains causally linking that data to outcomes that really matter.

Get a Clue—on Marketing Productivity

Get a Clue—on Marketing Productivity

9 ways to prevent guesswork in marketing project management.

Fast-track, Foolproof In-Market Testing

Fast-track, Foolproof In-Market Testing

6 ways marketers can build out a sales channel with in-market testing.

4 Things Every CMO Should Do Before Approaching IT About Big Data

4 Things Every CMO Should Do Before Approaching IT About Big Data

Marketing owns Big Data and can run projects without IT. (Wrong.) IT owns Big Data and is slow to deliver it to marketing. (Also wrong.)

Personalizing Personalization

Personalizing Personalization

Personalization alone isn't enough to attract customers. Here's why.

eTail Blog Insights: 6 Ways Content Marketing Goes Wrong

eTail Blog Insights: 6 Ways Content Marketing Goes Wrong

Why your content isn't working...and how to make it better

Why CMOs Need to Befriend CIOs

Why CMOs Need to Befriend CIOs

Innovation is more likely to happen when marketing and IT collaborate.

Social Marketing in 2014: The New Normal

Social Marketing in 2014: The New Normal

Three ways marketers need to think differently about building customer relationships.

5 Ways to Save the Postal Service

5 Ways to Save the Postal Service

With the right attitude, you can change pretty much anything--even the future of the USPS.

The Best and Worst Brands in Temkin Experience Ratings

The Best and Worst Brands in Temkin Experience Ratings

Which industries know how to satisfy their customers, and which ones have more work to do?

Don't Get Off the Ride

Don't Get Off the Ride

Too often we move on to the next lead generation campaign before the previous one has realized its full potential. Here's why that's a bad idea.

The Art of Partnering With the Right Marketing-Tech Vendor

The Art of Partnering With the Right Marketing-Tech Vendor

Understanding the differences between exploiter and explorer vendors can help marketers make the best choice for a long-term technology supplier.

Too Personal? It Depends.

Too Personal? It Depends.

In the ongoing personalization-versus-privacy debate, several realities have surfaced. Let's break it down.

Too Much Information: Answers

Too Much Information: Answers

A sales VP shared a competitor's confidential pricing and marketing information with the sales team. Not good. See how our readers would deal.

Short-Term Gains, Long-Term Wins

Short-Term Gains, Long-Term Wins

What are the most compelling ways to measure marketing success?

Trade Complexity for Elegance

Trade Complexity for Elegance

Yes, we have better and faster analytic models and we can now do a more effective job estimating ROI. Unfortunately, we're not seeing this in the marketplace.

Measuring Marketing Success in Dollars Is the Ultimate Win

Measuring Marketing Success in Dollars Is the Ultimate Win

There are more marketing metrics than ever. Unfortunately, not all companies are focusing on the ones that matter most.

To Measure Success Is to First Define It

To Measure Success Is to First Define It

Marketing success needs to be defined, specified, agreed upon, and then made highly visible.

Remind Me Again, What Are We Automating?

Remind Me Again, What Are We Automating?

Marketers be warned: Don't invest in technology without a solid strategy in place first.

eTail Blog Insights: 5 Tips to Improve Mobile Conversions via Email

eTail Blog Insights: 5 Tips to Improve Mobile Conversions via Email

Here's how to make it to the top of the mobile inbox and convert readers to buyers.

Think With Discipline, Act With Courage

Think With Discipline, Act With Courage

Marketers who master the back-end details create room for risk taking and allow their creativity to shine.

Winning in the 'Age of Me'

Winning in the 'Age of Me'

Despite all the strides we've made in data science, many brands still segment their customers using very broad strokes. But that needs to change.

Marketing Technology: The Need for Cadence Around the Chaos

Marketing Technology: The Need for Cadence Around the Chaos

Marketers' top three marketing-technology challenges and three ways to overcome them.

Brands Have Lost Control, and It's OK

Brands Have Lost Control, and It's OK

How marketers can navigate the new customer engagement era.

eTail Blog Insights: 9 Tips for Initiating Sustainable SEO Strategies

eTail Blog Insights: 9 Tips for Initiating Sustainable SEO Strategies

The keys to SEO today are accessibility, relevance, and authority.

Get Your SEO Strategy in Gear

Get Your SEO Strategy in Gear

You need to protect your business from the vicissitudes of the changing search landscape. Here's how.

Why Content Marketing Fails

Why Content Marketing Fails

While content is an essential part of any comprehensive marketing strategy, it's not a magic bullet—nor will it solve all of your marketing woes.

Marketing Analytics Benefits Consumers, Yet FTC Is Doubtful

Marketing Analytics Benefits Consumers, Yet FTC Is Doubtful

How predictive analytics has been benefiting marketers—and customers—for decades.

5 Reasons to Rethink Radio Right Now

5 Reasons to Rethink Radio Right Now

Radio version 2014 delivers an exciting palette of marketing tools to make the medium of sound more effective for direct response advertisers.

3 Benefits of a Multichannel Approach to Direct Marketing

3 Benefits of a Multichannel Approach to Direct Marketing

Multichannel marketing isn't a new concept. What is new, however, is advertisers' understanding of the value of multichannel marketing.

Tracking Direct Mail Response in a Digital World

Tracking Direct Mail Response in a Digital World

It's essential to understand how direct mail delivers website traffic and impact conversions.

When Social Media Comments Go Negative, Should Your Brand Respond?

When Social Media Comments Go Negative, Should Your Brand Respond?

Transparency and authenticity in social media is a must to build customer trust. This means embracing criticism and managing it.

The Law of Reciprocity

The Law of Reciprocity

The more brands give, the more they get.

Got PLCC? What it Is and 3 Reasons You Also Need a Loyalty Program

Got PLCC? What it Is and 3 Reasons You Also Need a Loyalty Program

If you're a retailer with a PLCC and not a loyalty program, you are leaving money on the table.

Facing the Omnichannel Marketing Beast

Facing the Omnichannel Marketing Beast

Even small mobile and app strategies can yield big successes

What Direct Response Marketers Need to Know When Moving Into Retail

What Direct Response Marketers Need to Know When Moving Into Retail

5 ways direct response marketers can be more brand focus in their marketing plans

Revenue Opportunities Marketers Can't Afford to Miss

Revenue Opportunities Marketers Can't Afford to Miss

As competition intensifies, global e-commerce organizations face challenges in differentiating their offerings with key audiences.

3 Ways Online Shopping is Evolving—and Why Retailers Need to Keep Up

3 Ways Online Shopping is Evolving—and Why Retailers Need to Keep Up

Retailers who use online shopping technology to keep up with the ever-changing needs of consumers will ultimately win in this new era of retail.

Is the Total Market Approach the Way to Reach Multicultural Customers?

Is the Total Market Approach the Way to Reach Multicultural Customers?

A better option may be the New Mainstream, which takes a more consistent, targeted approach.

Mobile Is About Consumers, Content, Creative and Connectedness

Mobile Is About Consumers, Content, Creative and Connectedness

Consider these factors when designing and delivering rich content and user experiences over mobile.

Fast Insight Isn't Always Best

Fast Insight Isn't Always Best

What cultural anthropology can tell you that lightning-speed data analysis can't.

Email: Still the Lovable and Reliable Diva of Digital Messaging

Email: Still the Lovable and Reliable Diva of Digital Messaging

Email is an opportunity for a two way dialogue, but too many marketers miss the opportunity to be proactive and strategic with this highly effective channel.

YouTube Content: 4 Tips for Brands That Want to Activate Customers

YouTube Content: 4 Tips for Brands That Want to Activate Customers

With YouTube as with life, sometimes the hardest part is just showing up.

Help Out the USPS—and Yourself—by Amping Up Your Direct Mail

Help Out the USPS—and Yourself—by Amping Up Your Direct Mail

Direct mail is far from obsolete, and investing in it could save the USPS.

And the Winner Isn't... Confessions of a Cord Cutter

And the Winner Isn't... Confessions of a Cord Cutter

ABC's livestream debacle did worse than turn me off one time—now, I'm not likely to tune in next year. And neither is the Internet Generation.

What Does a Bad Experience Cost Your Brand?

What Does a Bad Experience Cost Your Brand?

How the good, the bad, and the ugly customer experiences impact your business.

Customer Engagement: Unlocking and Activating Human Behavior

Customer Engagement: Unlocking and Activating Human Behavior

Building personal connections with customers drives the greatest value for a brand.

Marketers Take Note: Big Data Is About to Get Personal

Marketers Take Note: Big Data Is About to Get Personal

Organizations have reams of internal customer data; it's time to use it to personalize their marketing.

Mobile Engagement Marketing Is Essential in B2B, Too

Mobile Engagement Marketing Is Essential in B2B, Too

Creating apps to help build customer engagement is as important in B2B marketing as it is in B2C marketing.

Marketing Challenge: Betrayal, or Just Business?

Marketing Challenge: Betrayal, or Just Business?

Something not quite kosher is happening at this agency. Read the read the full story and email your advice to ginger.conlon@dmnews.com for chance to win $100.

The Challenge of Changeable Customers

The Challenge of Changeable Customers

When it comes to behavioral targeting, I'm never surprised by the ads I'm served on my personal Mac.

Fighting Ill-Fitting Favoritism: Answers

Fighting Ill-Fitting Favoritism: Answers

The CEO at Hanover Manufacturing is pushing for nepotism and the CMO is in a quandary. What would you do? See what our readers had to say.

Use Data—Big and Small—to Improve Customer Relationships

Use Data—Big and Small—to Improve Customer Relationships

What kind of data do marketers need to enable them to get closer to their customers to drive revenue and profitability for their companies?

Analytics and Testing: Do you Want Answers, or Do you Want the Truth?

Analytics and Testing: Do you Want Answers, or Do you Want the Truth?

Big Data gives you answers to what variables have potential, but testing gives you the truth.

Computers Like Data, People Like Answers

Computers Like Data, People Like Answers

Want to get more ROI from your Big Data initiative? Provide useful insights. Thinking small gets us closer to the problem.

When Big Data and Small Data Work Together

When Big Data and Small Data Work Together

In the search for insight, how relevant is the "size" of the data?

The Metrics That Really Matter in E-Commerce Marketing

The Metrics That Really Matter in E-Commerce Marketing

Optimize on-site performance and you'll drive better user engagement—which has a domino effect on conversion and revenues.

For Engagement to Work, Let the User Initiate the Conversation

For Engagement to Work, Let the User Initiate the Conversation

User-initiated cost-per-engagement ad units are not only consumer-friendly, but also can help marketers determine actual interactions with display ads.

What's the Story Sales and Marketing?

What's the Story Sales and Marketing?

How the two departments can co-write valuable insight for buyers.

Tips for Improving Your Content Marketing Strategy

Tips for Improving Your Content Marketing Strategy

The digital marketing landscape is filled with choices and content marketing is shaping the future of how consumer decisions are made.

Take a Holistic View of Measuring Customer Engagement

Take a Holistic View of Measuring Customer Engagement

Marketers who focus too heavily on measuring at the granular level may miss insight only obtainable when looking at the big picture.

New School Couponing: Buyer (and Marketer) Beware

New School Couponing: Buyer (and Marketer) Beware

The daily deal extravaganza may have finally met a plateau, but online coupons are still alive and (sometimes) well.

Delivering a Sweeter Customer Experience

Delivering a Sweeter Customer Experience

Valentine's Day sales show an increase in customers' love for mobile shopping. Here are 3 ways for marketers to embrace mobile, too.

The Data Exchange: A Mutual Commitment

The Data Exchange: A Mutual Commitment

How marketers can gain consumer trust and keep their own personal information secure.

The Value of Timing: When to Send Email and Text Messages

The Value of Timing: When to Send Email and Text Messages

Even the right text or email sent at the wrong time could be costly.

Making Ads Add Up for More than a Day

Making Ads Add Up for More than a Day

Focus on ads that go beyond opening consumers' hearts to opening their wallets.

Don't Get Siloed: 5 Ways to Move From a Marketer to an Orchestrator

Don't Get Siloed: 5 Ways to Move From a Marketer to an Orchestrator

Brands should be optimizing the complete customer experience, not just individual campaigns or interactions.

Global Marketing: The Devil's in the Details

Global Marketing: The Devil's in the Details

Tips to help ensure the success of your global multichannel marketing initiatives.

The Multi-Agency Paradox

The Multi-Agency Paradox

Brand navigation can work; here are three ways to ensure that it does.

How Mobile Is Taking the Reins on Customer Engagement

How Mobile Is Taking the Reins on Customer Engagement

When it comes to attracting and retaining customers, increased engagement is the Holy Grail.

The Art of Being Mobile: Engaging Customers on the Go

The Art of Being Mobile: Engaging Customers on the Go

Considering embarking on a mobile strategy? It's critical to understand your customers' mobile mindset first.

Content Marketing's Evolution From Broadcasting to Socializing

Content Marketing's Evolution From Broadcasting to Socializing

If content is king, then social media is queen.

An Inevitable Convergence of Disciplines

An Inevitable Convergence of Disciplines

The new multichannel marketing and design landscape is here.

Personalization Is the Name of the Game

Personalization Is the Name of the Game

So why can't airline loyalty programs and their credit card partners get it right?

Storytelling at Scale

Storytelling at Scale

Using content marketing to connect with the right customers in an authentic way.

What We Don't Talk About When We Talk About Data Analytics Skills

What We Don't Talk About When We Talk About Data Analytics Skills

What organizations should really look for when hiring a data scientist today

It's Personal: The Emerging Data Revolution

It's Personal: The Emerging Data Revolution

The consumer Web has given rise to a new normal. We want it personal. We want it perfect. And we want it now.

Marketers' Guide to the Six Laws of Customer Experience

Marketers' Guide to the Six Laws of Customer Experience

A wining customer experience starts with a winning company experience.

Don't Disrupt—Get Relevant With Advertising

Don't Disrupt—Get Relevant With Advertising

Native advertising captivates customers by selling in context.

eTail Blog Insights: How Warby Parker Went From Online Novelty to Multichannel Sensation

eTail Blog Insights: How Warby Parker Went From Online Novelty to Multichannel Sensation

The eyeglass seller's director of online experience, Tim Riley, talks about the company's explosive growth.

How Early-Stage Companies Neglect Their Back-Ends

How Early-Stage Companies Neglect Their Back-Ends

In the tech world, the term is "growth hacking." Elsewhere in the entrepreneurial universe, it's having a marketing strategy that's just plain scrappy.

Why DMP-First Marketers Will Win Out

Why DMP-First Marketers Will Win Out

Marketers' biggest data challenge isn't the lack of it, but rather getting all of their siloed data in a single place. Here are three tips to do just that.

Direct Response TV's Secret Weapon: The "HI" Factor

Direct Response TV's Secret Weapon: The "HI" Factor

When it comes to closing the deal, direct response TV advertising may have a distinct, yet not often considered advantage—Human Interaction.

Marketing Challenge: Too Much Information?

Marketing Challenge: Too Much Information?

A sales VP shared a competitor's confidential pricing and marketing information with the sales team. What advice would you give her boss on how to handle the situation?

Spoiled for Choice: Answers

Spoiled for Choice: Answers

Sterling Worldwide is hiring a new VP of sales and marketing. Should the CRM expert or the data person get the job? See what our readers has to say.

Why Personalize? It Works.

Why Personalize? It Works.

Personalization is what captivates high-value customers. And I don't just mean using "Dear Ginger" in a message.

Hyperpersonalize. Your Customers and CFO Will Thank You

Hyperpersonalize. Your Customers and CFO Will Thank You

Personalization isn't just about delivering an improved customer experience, it's about growing profitability.

Marketing With a Tailored Fit

Marketing With a Tailored Fit

Not only does marketing personalization substantially increase your chances of success, but consumers are demanding it, as well.

The Case for Personalization

The Case for Personalization

It may seem counterintuitive, but I think that businesses pay a higher cost not to personalize and engage in authentic and relevant ways.

Marketing Chatter: February 2014

Marketing Chatter: February 2014

Observations from around the Twitter-sphere. Follow us @dmnews.

Customer Knowledge Is the Foundation of Marketing Success

Customer Knowledge Is the Foundation of Marketing Success

The customer is now in the driver's seat—a phrase that has become a cliché is an absolute truism that cannot be ignored.

How the Social DSP Will "Defrag" Social Media Advertising

How the Social DSP Will "Defrag" Social Media Advertising

We aren't yet at the point where advertisers can match Facebook profiles to Twitter handles to Pinterest boards, but we are nearing a tipping point.

Putting Content in Context

Putting Content in Context

Here's what's next in content marketing.

It's All About Me Too!

It's All About Me Too!

Tap into consumers' need for validation.

Happiness Isn't All It's Cracked Up To Be

Happiness Isn't All It's Cracked Up To Be

Associate your brand with compelling emotions to make your CFO and your customers smile.

Tapping the Triggers of the Unconscious Mind

Tapping the Triggers of the Unconscious Mind

Marketers need to make more of an unconscious effort to reach customers.

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Featured Articles

Turning Big Data Into Smart Data

Turning Big Data Into Smart Data

It doesn't matter how much data you have if you don't integrate your data sets, says market researcher Matthias Hartmann.

5 Reasons to Rethink Radio Right Now

5 Reasons to Rethink Radio Right Now

Radio version 2014 delivers an exciting palette of marketing tools to make the medium of sound more effective for direct response advertisers.

Brands Have Lost Control, and It's OK

Brands Have Lost Control, and It's OK

How marketers can navigate the new customer engagement era.