Research

The Age of the Customer Intensifies

The Age of the Customer Intensifies

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Forrester's David Cooperstein explains how successful marketers focus not only on campaigns, but also on the customer.

Lee Rainie Talks Wearables, Tech, and Privacy

Lee Rainie Talks Wearables, Tech, and Privacy

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The director of the Pew Research Center's Internet & American Life Project lets the masses of Reddit ask him anything.

Facebook: "We Need New Measurement for a New Era"

Facebook: "We Need New Measurement for a New Era"

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Mobile's mad global growth surprised even Facebook, the company's VP of marketing solutions tells ARF conference attendees.

P&G Solves Diaper Dilemma with Qualitative Research

P&G Solves Diaper Dilemma with Qualitative Research

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Sometimes the why is more important than the what.

Must Buy TV: Emotional Attachment Generates ROI

Must Buy TV: Emotional Attachment Generates ROI

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There's a direct correlation between emotional brand attachment and the kind of TV shows consumers like to watch—connecting the two is the direct marketing dream.

A Little Research Can Bring Big Marketing Gains

A Little Research Can Bring Big Marketing Gains

5 market research tips for creating highly effective marketing campaigns.

Eye-to-Eye Marketing

Eye-to-Eye Marketing

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All brands want consumers to be aware of their products. But sometimes, awareness itself is the product. Such is the case with the Vision Impact Institute.

7 tips for demand generation excellence

7 tips for demand generation excellence

When it comes to planning their approach to data-focused demand generation, many B2B marketers are at a loss as to how to proceed.

Mattel launches mobile site

Mattel launches mobile site

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Toy company Mattel launched its first ever mobile-optimized website on June 26.

Big data: friend or foe?

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Technology is changing not only how consumers buy and research products, but also how marketers and advertisers research consumer behavior. But researchers are unsure whether all this newly available data is an opportunity or a hindrance.

Targeting Video Series: Richard April, VP marketing, AG Salesworks

Targeting Video Series: Richard April, VP marketing, AG Salesworks

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Richard April, VP of marketing at AG Salesworks, and Melissa Hoffmann, news editor at Direct Marketing News discuss the ins and outs of customer targeting

ZenithOptimedia revises down 2011 global ad spending forecast

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ZenithOptimedia has revised down its 2011 global advertising spending forecast by half a percentage point due to slower economic recovery in developing markets and continued fears of a double-dip recession. Still, total ad investment for this year is expected to grow 3.6% to $466 billion, up from $450 billion last year, with digital media continuing to drive growth.

Fewer than half of marketers see revenue increase in early 2011: DMA report

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Forty-one percent of marketers said they saw higher revenue in the first quarter of 2011 than Q4 2010, down 5% compared with the previous quarter, according to the Direct Marketing Association's quarterly business review for Q1 2011.

Reaching the digital boomer

Reaching the digital boomer

We know a lot of statistics about the baby boom generation. The US Census Bureau says these 79 million Americans make up 26% of the population, and the oldest boomers turn 65 this year. But who are they really, and how do you effectively reach them in a digital world?

Diversified Agency Services acquires Communispace

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Diversified Agency Services (DAS), a division of holding company Omnicom Group, acquired consumer insight research company Communispace on February 7. Communispace will continue to operate independently, and Diane Hessan will continue to serve as the company's president and CEO.

Marketers' secret weapon: direct mail

Marketers' secret weapon: direct mail

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Direct mail. Nobody talks about it. It's not cool. It's the Rodney Dangerfield of direct marketing. When marketers talk about it, it's usually in the context of the drop in mail volume to the tune of tens of billions of pieces. Or about how expensive it is.

Hooked on discounts

Hooked on discounts

Online retailers drove a holiday season of aggressive discounts that may be ingraining a culture of 24/7 bargain hunting among their customers.

E-mail surveys help marketers round out CRM strategies and evaluate progress

E-mail surveys help marketers round out CRM strategies and evaluate progress

The relaunch of Bloomberg Businessweek last April followed a large e-mail survey sent to subscribers designed to get a sense of what they'd like to see from the magazine.

Direct and digital job market sunnier than other industries

Direct and digital job market sunnier than other industries

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Direct and digital marketing job seekers will fare better this year than prospects throughout the rest of the US economy, industry experts said.

Discount mastery

Discount mastery

Despite a seemingly nonstop deal-of-the-day bonanza this past holiday season, retailers remained careful in determining how to position price cuts.

M&A activity up significantly in 2010

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Marketing merger and acquisition (M&A) activity increased dramatically in 2010, according to reports from investment banking services firm The Jordan, Edmiston Group (JEGI) and investment banker Petsky Prunier.

Tech marketing departments should be accountable for revenue: Forrester report

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Technology marketers need to realign to make marketing departments accountable for revenue rather than just lead generation, as is often the case, according to a report published this week from Forrester Research. The report, called "Lead-To-Revenue Management Transforms Tech Marketing," revealed that generating more leads and improving those leads to better reach decisionmakers are among the top priorities for b-to-b marketers.

Using behavioral science to drive action

Using behavioral science to drive action

So here's a question for you. You walk into the restroom. You are alone. There are three empty stalls. Which stall do you enter?

Millward Brown rebrands qualitative unit

Brand research agency Millward Brown is doing some rebranding of its own. The company said September 14 that it will rename its global qualitative research business, including 40 offices around the globe, Firefly Millward Brown.

Customer loyalty gets most marketing dollars in social media: study

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Marketers are spending nearly twice as much to deepen customer loyalty as they do on other core social media marketing programs, according to a report by the Direct Marketing Association and Colloquy, a loyalty marketing organization.

Tailor holiday messaging according to calendar: Epsilon

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Consumer purchase behavior around the holidays peaks at different times for online versus in-store shopping, and marketers need to adjust their messaging appropriately, according to Epsilon's Holiday Trend Report, released July 22.

Ratings lag on social sites

As more advertisers use social media, consumers' taste for it is waning, according to a new survey.

Consumers want personalized e-mail from marketers

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More than half of US and UK consumers said they would be more receptive to e-mail from marketers if they were personalized and highly-targeted. That is among the key findings of a new report issued from e-mail service provider e-Dialog, the e-mail division of GSI Commerce, an e-commerce company.

Consumer-made influence impressions reach 256B in 2009: Forrester

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Consumers created 256 billion influence impressions on each other about products and services last year, according to Forrester Research's Peer Influence Analysis report, released April 20.

Measurement makes Facebook a marketing win

Measurement makes Facebook a marketing win

As more companies use Facebook as a marketing platform, they are demanding measurement tools to gauge consumer interaction on the site.

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