Relevant Marketing

Don't Waffle Around With Your Content Marketing

Don't Waffle Around With Your Content Marketing

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It's International Waffle Day. Content marketing never tasted so good.

If the Cookie Crumbles, So Will Ad Revenues

If the Cookie Crumbles, So Will Ad Revenues

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Marketers pay up to seven times more for cookie-assisted ads, according to a new study.

The Key to Innovative Marketing Is Relevance

The Key to Innovative Marketing Is Relevance

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Relevance coauthors Andrea Coville and Paul Brown explain the necessity of relevance-based marketing and how to do it right.

For Every Season There Is a Reason

For Every Season There Is a Reason

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Seasonal marketing is about relevant marketing—and relevant marketing is often about identifying an opportunity and planning for it.

Content Marketing Fuels the Customer Lifecycle

Content Marketing Fuels the Customer Lifecycle

One blog post read infers infatuation. Two white paper downloads and you're going steady. Three mailing-list opens says it's serious...

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.

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.

Counting Context: The Sneaky Data that Moves Margins

Counting Context: The Sneaky Data that Moves Margins

For the same reason you can't build out a floor plan until the foundation is set, marketers can't truly unlock hard data unless it's contextualized.

10 Best Bets for Avoiding the Spam Filter

10 Best Bets for Avoiding the Spam Filter

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We sought the advice of several experts to provide you with proven practices to keep your email marketing out of the spam box.

Content Cookie Monsters

Content Cookie Monsters

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Consumers want content and they want it all the time—but it'd better be relevant.

Video: The Skinny on Digital Printing

Video: The Skinny on Digital Printing

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Direct mail generated more than $642 billion in sales in 2012. Says Joe Ewers of Harte-Hanks: "There's no question direct mail works."

One Tough Question at DMA2013: Is Data Killing Creativity?

One Tough Question at DMA2013: Is Data Killing Creativity?

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As marketers' use of data intensifies, some fear that creativity will suffer. Experts from Wilde Agency, OgilvyOne New York, zednext, and Adobe weigh in on whether data and creativity are like peanut butter and jelly—or oil and water.

4 Big Email Marketing Mistakes—and How to Avoid Them

4 Big Email Marketing Mistakes—and How to Avoid Them

As effective as email marketing may be, it's all too often misunderstood or underutilized. But it does have to provide value to customers to stand out.

Redken's Content Marketing Is Totally In Style

Redken's Content Marketing Is Totally In Style

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Redken's content strategy enables the salon brand to develop and deliver relevant content based on changing consumer interests and trends.

All Marketing Is Direct Marketing

All Marketing Is Direct Marketing

5 guiding principles marketers can follow as they journey forward into the (direct) marketing future.

Infographic: Send Out-of-this-World Emails

Infographic: Send Out-of-this-World Emails

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Focus on customer preferences to be an email marketing star.

Relevancy and Accountability Count Most for CMOs

Relevancy and Accountability Count Most for CMOs

Month 8: CMOs can secure their seat at the C-suite table by driving business results.

Heinz Dishes With Customers

Heinz Dishes With Customers

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The global foodstuffs brand stocks its website with deliciously on-target content for foodservice operators.

Content for a New Type of Customer

Content for a New Type of Customer

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Marketers must understand how customers today consume media to ensure that their content is relevant.

Look Before You Leap: Improving the Multichannel Experience

Look Before You Leap: Improving the Multichannel Experience

The more customers jump from one platform to the next in the same engagement (or purchase), the more gaps there are for them to fall through—and never return.

Beyond E-Commerce

Beyond E-Commerce

5 easy ways for CPG companies to reach digital consumers.

The 5 Hottest Trends in Email Marketing

The 5 Hottest Trends in Email Marketing

Here's are five of the hottest things in email that you'll need to understand to reach the full potential of your email program.

Marketing Is Hard :(

Marketing Is Hard :(

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But let's turn that frown upside down. Yes, marketing is hard, but there's also more opportunity for customer engagement now than ever, right?

So Many Sides of You

So Many Sides of You

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Put the customer in context and you'll be glad you did. That and other pearls from the IBM Smarter Commerce Global Summit in Nashville.

Are You (Customer) Experienced?

Are You (Customer) Experienced?

Many marketers are not as focused on customer experience as they should be. Here's why—and three areas to (re)focus on.

Four Steps to Relevant Communications

Four Steps to Relevant Communications

All marketers want to be relevant, but many are confounded by how to do so cost effectively.

Can You Afford to Be Relevant?

Can You Afford to Be Relevant?

Three key principles for creating highly relevant and cost-effective email marketing efforts.

It's the Marketer's Choice

It's the Marketer's Choice

Deliver relevance to customers through segmentation—or watch them defect.

How to be human online & connect with customers in the process

How to be human online & connect with customers in the process

Dry, tidy, "professional sounding" articles, videos, and photos don't connect with your customers anymore.

Too many companies are getting email marketing wrong

Too many companies are getting email marketing wrong

Every irrelevant message your business sends decreases the probability that a relevant message will be acted upon.

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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.