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.)

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.

 
 
 
 
 

Latest Spotlight Columns

Making Data Breach Readiness a Priority

5 ways marketers can prepare for possible data breaches.

Give Consumers a Reason to Feel

Those warm fuzzies may be worth more than you think.

Why CMOs Need to Befriend CIOs

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

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?

Remind Me Again, What Are We Automating?

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

Marketing Analytics Benefits Consumers, Yet FTC Is Doubtful

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

The Law of Reciprocity

The more brands give, the more they get.

Fast Insight Isn't Always Best

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

What Does a Bad Experience Cost Your Brand?

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

What's the Story Sales and Marketing?

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

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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.