Silo-ization is a silent killer. It destroys the most effective factor in marketing: people.
More than just marketing in the channels customers use, marketers should provide purchase ability, as well.
Three approaches marketers must take to adapt to marketplace changes and ever-increasing expectations from customers and the C-suite alike.
Leveraging next generation online CEM to drive business results.
Marketers aiming to increase retention must embrace a customer-success philosophy.
Why social customer service must be a part of a company's marketing strategy.
Resist the temptation to dismiss marketing and sales fundamentals in the age of quick hits and shortcuts.
6 trends marketers should watch to ensure long-term success with their email marketing.
Leveraging Big Data for better prospecting and improved conversion rates.
4 lessons for marketers from Jeff Bezos and Amazon.com.
Marketers need to listed first and then provide the information customers actually want.
Burgeoning digital channels and new avenues of customer insight give marketers new opportunities to build affinity and sales through direct marketing.
Proposed do-not-track regulations will indeed harm the Adv/DDM industry.
The TV data revolution with audience targeting is happening on the local level.
As both a "marketer" and editor I recently found myself doubly blessed. There I was heading a table of some of the smartest and most talented marketers around.
What would you do with an employee that's a master marketer—and a grade A jerk? See what our readers had to say.
Advertisers today—whether B2C or direct-to-consumer (D2C)—must build a robust connection directly with prospects by developing a comprehensive, integrated branding and media approach.
Our world of direct response has changed; it's no longer just about generating an immediate response from consumers.
Omnichannel changes everything, doesn't it? Historically, direct response strategies have occupied an interesting, but small niche. Not so any longer.
Seems like a top client is subtly demanding a kickback—what would you do? Answers are due to email@example.com by May 31.
Growth hacking is far more than just a term; it's the future of inbound marketing.
5 ways direct marketers at any size company can harness mobile marketing to connect with customers.
Revenue growth from existing customer through cross-selling is where direct marketing can deliver significant traction.
Master social media with this three-step approach to engaging customers in social channels.
Responding effectively to today's marketing challenges requires learning agility.
How marketing automation reduces the cost of B2B sales.
Data regulations must be flexible, focused on collection, and allow for context, say studies from The World Economic Forum.
One-off, one-ways surveys fall short with customers
Marketer need to spend time on buyer personas, lead scoring, content, and tech tools to get to the top of the marketing rock star list.
On average, 28% of marketers say they have reduced their traditional advertising budget to fund digital marketing activities.
Brand marketers who take a more direct approach can capitalize on what might otherwise be missed opportunities to connect with customers.
Beware of planting seeds that lead to disastrous customer service--and negative word of mouth.
Here are five cross-channel tips to help marketers generate better results from their programs and get a leg up on their competition.
Gaining behavior management skills will grow in importance as gamification continues to grow in popularity as a marketing asset.
Marginal return analysis helps marketers identify the optimal multichannel marketing mix.
10 ways marketers can build an engaged opt-in audience.
What every marketer needs to know about customer journey maps.
Enterprise crowdsourcing unlocks value of online content for marketers.
Proving marketing ROI is tough with today's channel proliferation. All marketers win if those succeeding share their strategies.
Targeting is the domain of B2C marketers alone; B2B targeting can help maximize campaign effectiveness.
ROI and KPIs Don't Always Add Up to Success
Integrating transaction, behavior data, and social data provides a powerful foundation for creating individualized customer communications.
Producing and promoting content that meets specific customer needs will to help improve the performance of marketers' content marketing efforts.
Ultimately, aligning marketing strategy to short- and long-term ROI targets requires a fundamental shift in mind-set.
Three words: Align to sales. It's the only way to achieve short- and long-term ROI goals.
The mass of data customers leave behind is of little value unless you unlock that insight and deliver back what is personally compelling to your buyer.
The delicate balance between short- and long-term ROI is a constant battle, often fought across marketing disciplines.
Would you hire the "ideal" candidate that had one big flaw? See what our readers had to say.
You've spent mega money on a rebranding campaign—only to discover an assistant hadn't done due diligence on tagline research. It's an expensive mess. What would you do?
Marketing has an undeniable influence on customer loyalty.
Businesses hungry for growth often target competitors' loyalist customers. It's time for marketers to turn up the heat on their loyalty efforts.
Relevance in high-priority customer interactions builds long-term loyalty.
Three ways to increase and maintain social customer engagement
How marketers can move one-and-done customers to repeat buyers.
All marketers want to be relevant, but many are confounded by how to do so cost effectively.
The data gained from loyalty programs is invaluable for direct marketing planning.
Capitalizing on mobile momentum to improve the customer experience in 2013.
Overcoming the daunting challenge of a change agenda.
With a fundamental change in how search engines are tracking and sharing information, access to data is weakening.
Hearst, Macy's, JPMorgan Chase, and Starwood share their data-driven engagement secrets.
Responsive design allows marketers to deliver a compelling and consistent experience across web and mobile channels. Here are seven reasons to take it seriously.
5 lessons any marketer can take from the playbooks of successful mobile gaming companies.
When it comes to direct marketing, crowdsourcing is a numbers game.
To stay technologically competitive, the issue is not just adopting the newest tools, but integrating them with existing systems.
New research findings reveal what customers expect from a high-value customer experience.
Customers are willing to share personal information in exchange for what they consider communications and offers of equal value.
For consumers, personalization is the true value of providing personal preference data.
5 ways companies can be more dynamic with their content marketing.
Marketers whose firms use a recurring revenue model need to think differently about their approaches to customer acquisition and retention.
All of us have access to more data every day, but how do you understand and uncover insights from that data? That's the sweet spot in the Big Data revolution.
Marketers have mere seconds to capture customers' fleeting attention. Do your communications resonate, motivate, and differentiate?
Three key principles for creating highly relevant and cost-effective email marketing efforts.
Looking for insight from customer data? Here are four timeless ideas to help you find it.
Three ways to avoid royal screw-ups when creating and sharing content.
Today's marketing communications must combine the art of image-building creative with the science of compelling and engaging consumer offers.
The 2013 Temkin Experience Ratings examines 246 large organizations for how well they address customer needs in three basic areas.
CMOs are looking for more results and analytics to prove the value of their efforts—and the world is moving quickly, so there's pressure to keep up.
Get the most out of marketing automation by avoiding these three common misconceptions.
Four areas of concern and interest about data and privacy for marketers right now.
Companies should "listen" to customers—but action is what really matters.
If you're a segmentation purist (and I am), you view segmentation as a strategic tool meant for managing a customer portfolio.
The potential ways to use Big Data for customer segmentation are only limited by the imagination of the direct marketer.
Today an individual is more than just a user or buyer of products and services. Empowered by their personal devices, people engage with brands in multiple roles.
Big Data is like the population in some emerging countries. There is a lot of it (volume). It's incredibly diverse (variety). And it's growing at an extremely rapid rate (velocity).
Loyalty and the dangers of social media. Here's how our readers would tackle the problem.
What would you do with an employee that's a master marketer—and a grade A jerk? Send your responses to Editor-in-Chief Ginger Conlon (firstname.lastname@example.org) by March 28.
Email: It's the one tool that is a must-have in any online marketer's arsenal, but how do you ensure your emails stand out from the crowd?
The number one predictor of success for today's best-in-class marketers is their ability to be agile learners.
How NOT to get #dumped in social media.
Six ways marketers can improve and sustain lead quality over the long term.
Companies that use Privacy by Design can better balance targeted marketing outreach with customer expectations.
Topological data analysis can help marketers discover valuable, unexpected insights from Big Data.
Marketers should stay educated on DNT and involved with or risk having legislation foisted on them.
Focusing proactive outbound marketing communications on the 'silent customer,' based on anticipating customers' needs, will increase brand loyalty.
Three ways around pesky, ineffective compliance rules.
Three areas marketers should consider when determining whether to purchase or create the content needed for their content marketing efforts.
Two ways to tap into Big Data Disruption to optimize your marketing investments.
Six steps for combining personas with automation to build stronger customer relationships.
How some travel company encourage customers to do the selling for them in social channels.
In classic scientific/direct marketing, we always knew that the most important predictor of success was the essence of the "product."
Company of the week
R2C creates, produces, distributes and measures messages that inspire and compel consumers to do something with a brand to drive commercial advantage. The full-service advertising agency specializes in creative, production, media, analytics and performance.
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.