Case Study

Brooklyn Nets Reboot a Storied Basketball Brand

Brooklyn Nets Reboot a Storied Basketball Brand

Pride. Attitude. A fresh start. You'll find them all in Brooklyn, as the National Basketball Association's Nets franchise did by moving to New York City's most populous and hippest borough.

Comedy Central's Marketing Strategy Is No Joke

Comedy Central's Marketing Strategy Is No Joke

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Engaging an audience that takes humor seriously requires an approach that's at the same time quick-witted and pervasive.

CVS/pharmacy Devotes "ExtraCare" to its Loyalty Program

CVS/pharmacy Devotes "ExtraCare" to its Loyalty Program

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7 ways the retailer keeps its program relevant and engaging enough to score points with its customers.

Red Roof Inn Turns Weather Woes Into Major Sales

Red Roof Inn Turns Weather Woes Into Major Sales

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The hotel chain woos stranded airline passengers with deals based on flight cancellations.

Oreo Is One Smart Cookie

Oreo Is One Smart Cookie

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Oreo might have turned 102 this year, but the beloved cookie brand's marketing is still nimble—and social—enough to take a bite out of the competition.

Go Ahead, Buy It. I Dare You.

Go Ahead, Buy It. I Dare You.

Online, in-store, and on the streets, direct marketing has helped Chrome Industries get in its customers' faces with bold avowal.

How to drive adoption of new marketing technologies

How to drive adoption of new marketing technologies

The American Red Cross's VP of customer experience and CRM talks customer engagement tools and strategies.

American Red Cross Breathes New Life into its Marketing

American Red Cross Breathes New Life into its Marketing

A healthy dose of data and marketing technology is enabling the organization to launch innovative approaches to creating personalized customer experiences.

The Mechanics of Marketing at GE

The Mechanics of Marketing at GE

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Data and storytelling comprise the nuts and bolts of the innovator's Brilliant Machines campaign.

4 Elements of Extraordinary Storytelling

4 Elements of Extraordinary Storytelling

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Telling stories through data can be challenging, especially when it involves making intricate and complex concepts easily understandable.

T-Mobile Reconnects With Customers

T-Mobile Reconnects With Customers

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The telecom reinvented itself and its marketing with a laser focus on mobile customers' expectations and preferences.

Subscribers Follow the Leader

Subscribers Follow the Leader

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T-Mobile uses social network analysis to identify influencers within customer communities so it can focus its marketing dollars and, ultimately, decrease churn.

MassMutual's Customer-Led Marketing Revamp

MassMutual's Customer-Led Marketing Revamp

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The financial services firm learns that listening to the voice of the customer is just common cents.

4 Common Sense Tips for Marketers

4 Common Sense Tips for Marketers

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It's easy for marketers to get entangled in Big Data, technology, and complicated algorithms. Here are four tips every marketer needs to follow to keep it simple.

DELL-ving Into the Future

DELL-ving Into the Future

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The computer giant's ongoing transformation is prompting new marketing and service imperatives.

Interview: Bobbi Dangerfield, VP of commercial sales operations, Dell

Interview: Bobbi Dangerfield, VP of commercial sales operations, Dell

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Dangerfield has been through it all. Here's what she hopes Dell will achieve in the future and how she plans to help take the company there.

Nissan Takes Note With A Versa-tile Marketing Strategy

Nissan Takes Note With A Versa-tile Marketing Strategy

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As customer needs change, the auto giant's U.S. marketing gasses up and keeps pace.

Walking in the Consumers' Shoes

Walking in the Consumers' Shoes

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Zappos mixes customer service with sophisticated data to create loyal customers who bring friends.

6 Experimental Marketing Programs From Zappos Labs

6 Experimental Marketing Programs From Zappos Labs

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Zappos Labs is an innovative arm of the retailer's marketing department that experiments with new technologies.

Q&A: John Greenleaf, Global Head, DoubleTree

Q&A: John Greenleaf, Global Head, DoubleTree

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Greenleaf reflects on his experience in the hospitality industry and cites a considerable customer service faux pas to avoid.

DoubleTree's Tasty Rebrand

DoubleTree's Tasty Rebrand

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The hotel chain spices up its global marketing with local flavor.

For Smashbox, Education is the Ultimate Foundation

For Smashbox, Education is the Ultimate Foundation

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A primer on the prestige makeup brand's content, search, and social strategies.

Q&A: Denny Downs, VP of global marketing, Smashbox

Q&A: Denny Downs, VP of global marketing, Smashbox

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For Smashbox's VP of global marketing working behind the scenes can be just as rewarding as taking center stage.

The New American Airlines Has Arrived

The New American Airlines Has Arrived

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The airline's rebrand promises a more tech-savvy, customer-centric experience.

Weaving Data into Personal Interactions

Weaving Data into Personal Interactions

Lion Brand Yarn builds off its loyal customer base in a changing social media landscape.

Q&A: Zontee Hau, marketing communications manager, Lion Brand Yarn

Q&A: Zontee Hau, marketing communications manager, Lion Brand Yarn

Zontee Hau of Lion Brand Yarn on how her interest in knitting and crocheting ties into her job.

I Want You to Want Me

I Want You to Want Me

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Hard Rock Café turns its loyalty program up to 11 with a global relaunch.

FreshDirect's Secret to Tantalizing Its Customers

FreshDirect's Secret to Tantalizing Its Customers

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A new recipe for cooking up customer data has this direct seller of groceries in growth mode.

Q&A: Michael Kildale, VP of integrated marketing, FreshDirect

Q&A: Michael Kildale, VP of integrated marketing, FreshDirect

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FreshDirect's Michael Kildale talks direct mail, demographics, and data analytics.

Nokia: The Once and Future(?) King

Nokia: The Once and Future(?) King

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The once-ubiquitous mobile device manufacturer, now an underdog, puts social at the heart of its marketing mix as it tries to reclaim its stature.

Q&A: Tejal Patel, head of social commerce and performance, Nokia

Q&A: Tejal Patel, head of social commerce and performance, Nokia

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A former e-commerce guru, Tejal Patel now applies her performance marketing and accountability smarts to Nokia's social campaigns.

At Caesars, Digital Marketing Is No Crap Shoot

At Caesars, Digital Marketing Is No Crap Shoot

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When it comes to ROI in digital marketing, Caesars isn't gambling. Here's how it uses analytics to plan and cash in on its promotional activities.

Big Data, Big Stakes

Big Data, Big Stakes

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Caesar's new Web initiatives could play a key role in its future.

AARP Adapts its Marketing Channels

AARP Adapts its Marketing Channels

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More than half of seniors use the Internet, so the nonprofit is embracing video and social media to engage its digitally active members.

Q&A: Tammy Gordon, director of social communications, AARP

Q&A: Tammy Gordon, director of social communications, AARP

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Direct Marketing News talks with Tammy Gordon, AARP's director of social communications.

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