Secrets to Marketing New Products and Services

Secrets to Marketing New Products and Services

A better customer experience increases the likelihood of a successful new product launch.

When Marketing and Sales Collide: Answers

When Marketing and Sales Collide: Answers

The head of marketing operations is doing just as much selling as marketing, sans the commission her sales colleagues earn. How should she handle it? See how our readers would tackle this thorny situation.

Read Now Before Time Runs Out!

Read Now Before Time Runs Out!

The value of scarcity isn't a come-and-go tactic.

When "Exceeding Expectations" Is an Understatement

When "Exceeding Expectations" Is an Understatement

The Ice Bucket Challenge engenders a tidal wave of support for the ALS Association

Data Builds Trust for Nonprofits Through Accountability

Data Builds Trust for Nonprofits Through Accountability

Transparency doesn't just apply to for-profit organizations; fundraisers need to be held accountable, too.

LeBron, Kevin, and Content Marketing Risks

LeBron, Kevin, and Content Marketing Risks

Content marketing is evolving into media-like publishing for some brands. Are marketers on the ball?

It's Time to Beef up Your Online Customer Experience

It's Time to Beef up Your Online Customer Experience

Consumers want to interact online, but companies aren't serving their needs.

Defending Direct: Answers

Defending Direct: Answers

Miranda Bell knows her program will pay off but CEO Dasha Atwala says to nix it. What should she do?

The New Formula for CLTV

The New Formula for CLTV

Editor-in-Chief Ginger Conlon delves into the new formula for CLTV.

Let's Get Real About Sales Automation

Let's Get Real About Sales Automation

Three words apply when adopting SFA: Keep it simple.

Top 5 Spending and Investment Insights from Marketers

Top 5 Spending and Investment Insights from Marketers

Confidence in data-driven marketing led marketers to set high Q1 2014 goals.

Getting Religious About Customer Psychology

Getting Religious About Customer Psychology

Does your brand have a devoted following?

The CMO Is the Chief Language Officer

The CMO Is the Chief Language Officer

Clear marketing language helps marketers tell effective brand stories.

Marketers, It's Time to Amplify Empathy

Marketers, It's Time to Amplify Empathy

5 ways marketers can blend empathy and analytics to more effectively connect with customers

Celebrating Interdependence Day

Celebrating Interdependence Day

An argument for embracing direct relationship marketing.

The One-to-One Future Is Now

The One-to-One Future Is Now

Editor-in-Chief Ginger Conlon offers her take on what it means to make an impact on the marketing industry.

Leading by (Poor) Example: Answers

Leading by (Poor) Example: Answers

The VP of marketing has been a little lax in his definition of the term "business expense" and it shows. See how our readers would handle this thorny situation.

In the Age of Social, Marketing Belongs to the Masses

In the Age of Social, Marketing Belongs to the Masses

CMOs need to take the lead in synchronizing efforts across all departments and channels to ensure the brand delivers the best possible CX.

Direct Marketers Should Care About Closing the ECPA Loophole

Direct Marketers Should Care About Closing the ECPA Loophole

Why the 1986 law doesn't cut it in today's modern marketing world.

Turn Total Strangers Into Paying Clients

Turn Total Strangers Into Paying Clients

Marketing and sales processes play a pivotal role in transforming browsers into buyers.

The First Step To Getting Your Sales Back on Track

The First Step To Getting Your Sales Back on Track

This one-step regimen is more obvious than you think.

Publishers, Content, and Engagement—Oh My!

Publishers, Content, and Engagement—Oh My!

Interactive content can help publishers achieve their revenue goals.

Canada Shines a Northern Light on Email

Canada Shines a Northern Light on Email

A rundown on what marketers need to know to stay compliant with the new law.

Does Your Loyalty Program Reward or Punish Your Customers?

Does Your Loyalty Program Reward or Punish Your Customers?

How to truly leave your customers salivating for more.

Social Media and the Hierarchy of Marketing Needs

Social Media and the Hierarchy of Marketing Needs

5 levels social marketers must progress through to achieve the higher levels of performance

Where A/B Testing Falls Short

Where A/B Testing Falls Short

Why multivariate testing trumps A/B testing.

Is Localizing Your Marketing Materials Really Necessary? (YES!)

Is Localizing Your Marketing Materials Really Necessary? (YES!)

In order to take advantage of regional opportunities in emerging markets, you need to be able to speak their language.

How to Make Money on Your Videos

How to Make Money on Your Videos

At the end of the day, the consumer is the most important person when it comes to the success of advertisements through a video medium.

Fixing the Integration Disconnect

Fixing the Integration Disconnect

Marketers aiming to engage customers need to connect systems, data, and processes to enable consistent customer experiences.

There Is no 'I' in CMO

There Is no 'I' in CMO

Companies must start putting customers, not technology, at the center of their digital strategy.

3 Tips to Align Your Analytics Strategy with the Empowered Consumer

3 Tips to Align Your Analytics Strategy with the Empowered Consumer

Deliver data in an engaging, relevant, and actionable way and you'll be agile enough to respond to the needs of today's empowered consumer.

1 Part Mobile + 2 Parts Creativity = Marketing Campaign Success

1 Part Mobile + 2 Parts Creativity = Marketing Campaign Success

Three examples of how mobile could enhance a multichannel marketing campaign.

Healthcare Needs a Marketing Transformation

Healthcare Needs a Marketing Transformation

Why savvy healthcare marketing is just what the doctor ordered.

Have You Googled Your Business Lately?

Have You Googled Your Business Lately?

Everyone's Google themselves—but search results are not static. Here are three things to look out for.

A Direct Path to Brand Marketing

A Direct Path to Brand Marketing

Four digital truths that can help brand marketers create a direct connection with engaged customers.

Forget Funnels and Embrace Journey-Centric Marketing

Forget Funnels and Embrace Journey-Centric Marketing

The new realities of how customers interact with brands mean rethinking marketing.

3 Ways to Optimize Ad Spend

3 Ways to Optimize Ad Spend

Marketers can take steps to ensure that they're not wasting their advertising budget. Here's how.

The One Marketing Tool You Can't Afford to Ignore

The One Marketing Tool You Can't Afford to Ignore

You need to find something unique about your business to stand out from the competition. Here's advice on how.

New Approaches, Old Arguments

New Approaches, Old Arguments

Is it really marketing's fault that sales can't close deals? Is it the sales team's fault that marketing collateral goes unused? Ultimately, the blame lies with senior management.

Clicks at Any Cost: Answers

Clicks at Any Cost: Answers

Your email director is a spray-and-pray kind of guy. As the new marketing VP, how would you deal? See what our readers had to say.

4 Ways to Advance Marketing Performance Analyses

4 Ways to Advance Marketing Performance Analyses

Cross-channel attribution is a reality. Embrace it.

Give Credit Where It's Due

Give Credit Where It's Due

"How can marketers make cross-channel attribution a reality?" has been a burning question for almost a decade.

3 Actions That Enable Cross-Channel Attribution

3 Actions That Enable Cross-Channel Attribution

Every marketing team and campaign has its All Stars and MVPs—just be sure to recognize each player's contributions throughout the game.

Fact Versus Fiction: Shedding Referral Marketing's Old Myths

Fact Versus Fiction: Shedding Referral Marketing's Old Myths

It's time for marketers to shed their misconceptions of referral marketing as a low-volume, low-impact awareness strategy.

Site Search Is a Direct Marketing Success Factor

Site Search Is a Direct Marketing Success Factor

4 ways to stop thinking of search as a product locator and start thinking of it as a targeted way to connect with customers.

Social Selling Takes a Village

Social Selling Takes a Village

Don't let its name fool you. Why social selling isn't just for the sales department.

What the %!X&! Does "Personalized Marketing" Really Mean?

What the %!X&! Does "Personalized Marketing" Really Mean?

The seven must-haves for personalized marketing.

How to Think Like a Modern CMO

How to Think Like a Modern CMO

CMOs are reinventing themselves and redefining the C-Suite.

Why Being 'Risk Averse' Is Bad for Your Career

Why Being 'Risk Averse' Is Bad for Your Career

What opportunities for achieving great success are we missing by studiously avoiding perceived risk?

Shopping Cart Abandonment and the Savvy Consumer

Shopping Cart Abandonment and the Savvy Consumer

An abandoned shopping cart doesn't necessarily mean an abandoned sale.

5 Tips for Improving the Ad Engagement Cycle

5 Tips for Improving the Ad Engagement Cycle

Ads that captivate customers increase marketing ROI.

There's No "Us" and "Them"

There's No "Us" and "Them"

When it comes to data, consumers and marketers are on the same team.

Building Sales With Authority

Building Sales With Authority

A 1963 study on obedience proves relevant to marketers today.

The Importance of Customer Preference

The Importance of Customer Preference

Marketers must take into account that no two customers are the same.

Back to the Future with Pay-Per-Call Marketing

Back to the Future with Pay-Per-Call Marketing

What is pay-per-call marketing and how can it benefit direct marketers? Here are three things every marketer should know about this relatively new form of digital advertising.

What's The Story With Big Data?

What's The Story With Big Data?

As corporate data literacy increases, data storytellers will morph into data monetizers.

The Importance of Process When Choosing a Digital Agency

The Importance of Process When Choosing a Digital Agency

4 benefits of process that help to ensure success with an agency partner.

Consumers Are Driving Marketers to Drink—and Innovate

Consumers Are Driving Marketers to Drink—and Innovate

It may seem like it's yours, but it's not. It has a life of its own and you work for it—not the other way around. I'm talking about your brand.

Removing the Stinger From Empty Buzzwords

Removing the Stinger From Empty Buzzwords

B2B marketers who bandy overused terms in their content marketing do so to their detriment.

What Professional Athletes Can Teach Digital Marketers

What Professional Athletes Can Teach Digital Marketers

Two ways digital marketers can shoot higher than average for campaign performance.

Taulia: A B2B Brand with a Strategic Approach to Video Marketing

Taulia: A B2B Brand with a Strategic Approach to Video Marketing

Not only is Taulia making entertaining videos (how many B2B brands can make you laugh?), but the strategy behind its video marketing is impressive.

Big Data Is Not Enough

Big Data Is Not Enough

What Big Data can and cannot do—and how "thicker" data can help.

Reaching the Nonstop Customer

Reaching the Nonstop Customer

4 ways marketers can adjust their approach to optimize the digital customer experience.

How to Cultivate an Optimization Culture so You Can Run Killer Tests

How to Cultivate an Optimization Culture so You Can Run Killer Tests

Creating a successful test is only one half of the equation—creating a culture of regular testing and enthusiasm for optimization is equally as important.

The New Path of the B2B Buyer's Journey

The New Path of the B2B Buyer's Journey

Intent, which tells you who, how, and when to target, is a common thread on the customer journey.

Which Brands Are the Most (and Least) Trusted?

Which Brands Are the Most (and Least) Trusted?

It's been a bad year for TV service providers.

Are You Automating Marketing Tasks or a Marketing Strategy?

Are You Automating Marketing Tasks or a Marketing Strategy?

The strategic use of marketing automation requires a focus on the individual or organization and his journey with a brand.

Applying Anna Karenina to Customer Engagement

Applying Anna Karenina to Customer Engagement

Getting customer engagement right involves lining up all your ducks right—a so-called "perfect storm" of contributing factors.

Customer Feedback Is a Pot of Gold

Customer Feedback Is a Pot of Gold

Are you making it easy for customers to share their opinions about your brand? If not, you should be.

Reaching Moms: The More Channels the Better

Reaching Moms: The More Channels the Better

Moms—the ideal multichannel demographic.

The (Marketing) Cloud Shaped Like an 800-Pound Gorilla? That's Oracle

The (Marketing) Cloud Shaped Like an 800-Pound Gorilla? That's Oracle

The high-tech behemoth officially announces its Oracle Marketing Cloud, assembled with modern marketing in mind.

Artificial Intelligence's Impact on Marketing

Artificial Intelligence's Impact on Marketing

Harnessing artificial intelligence to create targeted and relevant marketing strategies.

Why I Love Marketing

Why I Love Marketing

Why do I love marketing? There are three reasons: people, creativity, and technology.

Betrayal or Just Business? Answers

Betrayal or Just Business? Answers

Something not quite kosher is happening at this agency. See how our readers would handle the situation.

Use Video to Guide Direct Response

Use Video to Guide Direct Response

Direct response success is no longer available only to those with the deepest pockets.

3 Ways to Get an Optimal DRTV and Video Mix

3 Ways to Get an Optimal DRTV and Video Mix

Here are some recommendations that we've found to be useful in finding the optimum mix of television and online video.

Optimize ROI With Symbiotic DRTV and Online Video

Optimize ROI With Symbiotic DRTV and Online Video

DRTV and video-enhanced websites act like an integrated closed circuit for selling a product, driving retail, generating leads, and acquiring customers.

CTR Strikes Out in the New Ballgame of Digital Ad Measurement

CTR Strikes Out in the New Ballgame of Digital Ad Measurement

Eschewing traditional metrics can lead to big-league wins for marketers.

CMOs Gear Up to Tackle the Onslaught of Data

CMOs Gear Up to Tackle the Onslaught of Data

No longer relegated to branding and advertising, the CMO's involvement in high-level decisions continues to expand as data analytics becomes crucial to corporate strategy.

Data That Tells the Customer's Story

Data That Tells the Customer's Story

Interaction tracking is enterprise marketing management's competitive advantage.

Native Advertising Hits the Mainstream

Native Advertising Hits the Mainstream

Audiences are more mobile and social than ever—which is why it's imperative for brands to present their advertising message in context of the user's experience.

Email 'From' Lines: Why You Should Care

Email 'From' Lines: Why You Should Care

If you haven't tested your 'from' line, now is the time to do so.

Social Is Defining the Future of Consumer CRM

Social Is Defining the Future of Consumer CRM

Marketers can use the strengths of email marketing to feed social media marketing, and vice-versa.

How Social Media Will Transform Brand Management

How Social Media Will Transform Brand Management

Start thinking of social media as a massive data repository, a digitized focus group with millions of unpaid participants.

Is 'Clienteling' in Your Future?

Is 'Clienteling' in Your Future?

By turning excess inventory into a VIP environment for a select group of premier clients, luxury brands can increase engagement and customer loyalty.

Delivering a Digital Experience That Counts

Delivering a Digital Experience That Counts

Three areas to master to deliver a digital experience that will gain greater customer engagement.

Where Strategy and the Market Really Intersect

Where Strategy and the Market Really Intersect

Why the sales manager's role is more crucial than you think.

The Future of Loyalty Is Data

The Future of Loyalty Is Data

More than 60% of consumers don't trust retailers with their data. Here's how to change that.

Attention Marketing Consultants: Protect Yourselves

Attention Marketing Consultants: Protect Yourselves

A lot can go wrong when you're a marketing consultant—but there are plenty of ways to safeguard yourself if you're smart about it.

Direct Response Is Still an Effective Way to Build Brands

Direct Response Is Still an Effective Way to Build Brands

Long-form direct-response advertising boasts something marketers' covet: sales effectiveness

Making Data Breach Readiness a Priority

Making Data Breach Readiness a Priority

5 ways marketers can prepare for possible data breaches.

Mobile Payments Will Force Credit Card Marketers to Rethink Branding

Mobile Payments Will Force Credit Card Marketers to Rethink Branding

Companies promising to simplify the card carrying experience threaten to eliminate one of the credit marketer's most time-honored branding tools.

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.)

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