Relevant Marketing

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.

What's the World Cup Coming to? Mobile.

What's the World Cup Coming to? Mobile.

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The World Cup is an event that transcends sports—and mobile is a channel that transcends everything.

The 3 Gifts of Content Marketing

The 3 Gifts of Content Marketing

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Content brings dialogue, emotion, and relevance to the brand-customer relationship.

4 Ways to Advance Marketing Performance Analyses

4 Ways to Advance Marketing Performance Analyses

Cross-channel attribution is a reality. Embrace it.

Direct Mail Still Kounts

Direct Mail Still Kounts

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There's certainly something to be said for in-person interactions at trade shows and the engagement opportunities they facilitate.

Surprise, Delight, Care—Repeat

Surprise, Delight, Care—Repeat

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The path to customer experience is paved with relevant customer interactions.

We're Living in a Post-Marketing World

We're Living in a Post-Marketing World

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It might sound like a tautology, but it's not: Everything is marketing and marketing is everything.

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.

All the (Real) Time in the World

All the (Real) Time in the World

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Mass media buys are fine—but targeted real-time relevance should be every World Cup marketer's real goooaaalll.

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.

It Ain't Easy Being a Green Marketer

It Ain't Easy Being a Green Marketer

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If brands are going to talk the green talk, they need to be prepared to walk the green walk. This and other Earth Day-related musings.

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.

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Founded in September 2009, Stirista is an integrated marketing agency that specializes in ...