Revolve Clothing implemented a messaging strategy around customer segmentation and insight.
If marketers are going to bother to extend a special offer to customers, it should be the right offer.
Gaining share in the personal computing market was just the beginning. Now Lenovo wants to reach a new, premium audience.
Turn direct mail into a "conversation" to gain customer insight that allows for more targeted interactions.
Bruce Biegel of Winterberry Group, discusses the systems, platforms, and processes marketers need to adopt to make Big Data actionable.
"Organic" is just an excuse to charge more, contends the majority of consumers surveyed by Harris Interactive.
Three key principles for creating highly relevant and cost-effective email marketing efforts.
Deliver relevance to customers through segmentation—or watch them defect.
Big Data is like the population in some emerging countries. There is a lot of it (volume). It's incredibly diverse (variety). And it's growing at an extremely rapid rate (velocity).
Today an individual is more than just a user or buyer of products and services. Empowered by their personal devices, people engage with brands in multiple roles.
If you're a segmentation purist (and I am), you view segmentation as a strategic tool meant for managing a customer portfolio.
Relevance is the key to driving marketing campaign performance: getting the right message to the right audience at the right time. How do you make that happen?
Customers are an essential economic resource, especially in a highly competitive market. It's marketing analytics that can help to attract and retain them.
As the gamer lifestyle diversifies and becomes increasingly visible online, video game marketers have more data and more opportunities to segment their fans.
Customer loyalty has become ever more tenuous. Marketers need to rethink their approach to building and sustaining loyalty—and data is how they'll amp up their results.
A segment of one. It's "the Holy Grail" or marketing and IBM's Mike Rhodin says technology is going to get us there.
Age, gender and income are still the most effective ways to target in a digital age, say marketers in a new survey.
The automotive website needs to send the largest possible audience to its dealer-customers, but at the same time it needs to make sure that the audience it sends is in a buying mood.
Direct Marketing News staffers report on noteworthy new products from the convention floor.
Encouraging loyal, engaged customers to recommend and refer can help enhance marketing performance and improve sales results.
Beware of the complacency that can set in with the common message-segment-send cycle of email marketing. A focus on continuous improvements in core areas can dramatically enhance email campaign results.
A survey of 300 email marketers uncovers a lack of customer segmentation and competitive intelligence.
As Seen On TV, Inc., a direct response television (DRTV) company, has selected BrightShop Digital to handle its social media marketing.
One would think the larger a b-to-b target prospect database is, the more qualified leads there will be for the field sales team.
List broker Lighthouse List Co. has made available a new-to-market postal and email list that segments by mobile device consumers that have responded to a direct response email offer, said Mark Traverso, VP of new business and sales at Lighthouse List. The list contains a total of 25 million postal names and 40 million email names.
When connected to different lifecycle marketing stages, marketers can more effectively message their customers to produce a better customer experience and stronger results, and increase retention rates.
Follow these few simple steps to get a good start on mining the value of your customer data.
DRTV no longer exists in a vacuum. The advent and wide usage of social media has seen to that — which means it's more important than ever for direct response TV marketers to integrate social media into their strategies. Our expert columnists weigh in.
Demographic marketing has long been the industry standard, but does it have a future? Andrew Bailey, chairman at Proximity North America; Michael Benedek, president and CEO of Datonics; Gary Reisman, principal and founder of NewMediaMetrics; and Liz Deutch, EVP, global director, customer engagement at Draftfcb, weigh in.
Email marketing is no longer a one-to-many communications strategy. Our experts offer up their best advice to help marketers take advantage of consumer expectations.
Company of the week
Fairfield Marketing Group, Inc.
Concerned about growth? With over 25 years experience in the industry, the list experts at Fairfield Marketing Group possess the know-how to help immediately improve any domestic or international direct marketing effort.
What's in our mailbox this month: fitness postcards from Retro Fitness, American Woman Fitness Centers, Union's United Taekwondo Academy, and Bally Total Fitness. (We're totally pumped.)
Social data can improve a brand's bottom line and customer relationships. Just ask brands Infiniti and Diamond Nexus.
Here are three must-have data sets that every marketer should include in his or her email strategy.