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 Targeted Advertising

Targeting Video Series: Michele Fitzpatrick, SVP, strategy and insight, The Agency Inside Harte-Hanks

February 08, 2012

Michele Fitzpatrick, SVP, strategy and insight, The Agency Inside Harte-Hanks, discusses consumer targeting with Direct Marketing News
 

Targeting Video Series: Philip Thorn, head of marketing, US direct, Hiscox

February 06, 2012

Philip Thorn, head of marketing, US direct, Hiscox and Hiscox head of communications Hunter Hoffmann discuss targeting in the insurance vertical
 

Targeting Video Series: Karen Quintos, SVP & CMO, Dell

February 01, 2012

Karen Quintos, SVP and CMO, Dell, on how the brand is striving to better target its customers
 

AT&T CMO heralds targeted approach

February 01, 2012

Unlike most marketers, David Christopher, AT&T's CMO of Mobility and Consumer Markets, doesn't credit communications and creativity as his primary driving motivators. For Christopher, it's the power and speed of technology that have made his career most rewarding.
 

Marry targeting with inventory

David L. Smith, Mediasmith February 01, 2012

The digital landscape is confusing. Anybody who has viewed the Terry Kawaja Display Landscape slide knows this. Despite that, we have the opportunity to do the targeting we've only dreamed of before.
 

Restaurant gives drunk drivers a helping finger

February 01, 2012

TDA_Boulder's community service campaign for Colorado chain Hapa Sushi targeted parked cars throughout the Denver and Boulder neighborhoods where people most often go out on the town.
 

Stolen Rum lives up to its name with taste test campaign

February 01, 2012

ew Zealand rum brand Stolen Rum, with help from independent market research testing agency Perceptive, conducted blind taste tests last November modeled on the well-known Pepsi Challenge in an attempt to prove that Stolen Rum is the rum of choice for consumers.
 

Q&A: Paul Notzold, group creative director, Aspen Marketing Services

February 01, 2012

Paul Notzold, group creative director at Aspen Marketing Services, a division of Epsilon, says good targeting is about building authentic experiences.
 

Targeting is all in the timing

February 01, 2012

Hiscox USA found that when it sent its direct mail was almost as important as the recipient.
 

As if Bratz dolls aren't bad enough ... pink Lego

January 24, 2012

I wouldn't go so far as to say that everything should be gender neutral (for example, I think gender neutral childrearing is a little extreme), but there's something a little off-putting about "Lego Friends," Lego's new line of girly toys — and it's not because I'm opposed to gender-specific marketing.
 

Sorry, you can't be interested in music, unless you're a man

Sara Holland January 20, 2012

Here's what happened when I decided to forgo online shopping and venture out for a in-store shopping adventure.
 

X+1 names Peter Massey president, COO

January 12, 2012

Audience-targeting firm X+1 named Peter Massey president and COO, the company said on Jan. 12. Massey said he started with X+1 on Jan. 9.
 

A call for email détente: efficient marketing

Rob Price, Eleven January 11, 2012

Almost every time I wind up on some company's email database, I get punished for it.
 

Alliant, Lotame partner to enhance database offerings

January 09, 2012

Segmentation service provider Alliant Data has partnered with Lotame Solutions to integrate Alliant's consumer database with Lotame's data management platform, the companies said Jan. 9.
 

Bing maps give personalized directions to closest clinic

January 01, 2012

Newcomers to the suburbs of north Seattle are sent individualized maps, using Microsoft Corp.'s Bing technology, with turn-by-turn directions from their respective doorsteps to the nearest of The Everett Clinic's more than two dozen locations.
 

Profiling is not a dirty word

Keith Flint, strategy director, Sudden Impact Marketing January 01, 2012

If I don't know you, I won't read your email. Unless what you have to say appeals to my puerile sense of self-interest. If you aren't a friend or trusted source of international cycling news, I won't look at your tweet — no matter how clever. I'm a marketer's nightmare.
 

Ride word-of-mouth movement

Allie Kline, VP of marketing, 33Across January 01, 2012

The turn of the calendar year inevitably incites end-of-year reflections and New Year resolutions. Many times, to welcome in the new, we've got to let some things die. As such, I've been contemplating the evolution of our industry and begun questioning the shelf life of a traditional "campaign" model.
 

Dunkin' Donuts targets Groupon deal to first-time buyers

December 30, 2011

Dunkin' Donuts launched a daily deal through Groupon on Dec. 30 that is aimed toward first-time Groupon customers, said Jessica Gioglio, public relations and social media manager at Dunkin' Brands Inc.
 

Kaz launches an integrated campaign for new Vicks thermometer

December 23, 2011

Product manufacturer Kaz and agency Blue Chip Marketing Worldwide have partnered on a campaign to promote the new Vicks Behind Ear Thermometer. The campaign includes print ads, targeted email blasts, digital online ads, QR codes, place-based TV ads and geolocal targeting.
 

RichRelevance acquires Searchandise Commerce

December 13, 2011

RichRelevance, a San Francisco-based retail marketing services company, has acquired Searchandise Commerce, a Beverly, Mass.-based retail search marketing services firm. The terms of the deal were not disclosed.
 

The nuance of nuance

Mat Zucker, is a member of the John Caples International Awards Executive Board December 01, 2011

I hope you don't need me to tell you how important the idea is in marketing these days. When everyone has the same list, the same boring offers, comparable infrastructure and wide array of media choices, it's the creative idea that differentiates - the single idea which reflects the brand's point of view and connects with the customers to provoke a perceptual and behavioral change to solve a problem.
 

Digital marketers' next stop: 
the mobile home screen

Russell Glass, CEO, Bizo December 01, 2011

There is a piece of real estate in the digital world that has been around since the advent of the LCD screen on cell phones that nobody has yet figured out. Let's call it the "M-Spot," as in the "most valuable piece of digital real estate on the planet" spot.
 

Taco Bell promotes MTV VMAs with 
QR codes on meal packages

December 01, 2011

Taco Bell teamed up with MTV Networks and mobile barcode developer Scanbuy to help customers "Feed The Beat" in the six weeks leading up to the channel's "Video Music Awards" show in August. Quick response (QR) codes printed on VMA-themed packaging, designed by Draftfcb, provided access to exclusive, sneak-peak music and video content on a mobile website.
 

Moms: 'It's YoCrunch time'

December 01, 2011

YoCrunch's first integrated marketing campaign has moms in its cross-hairs.
 

Groupon's glass is not yet empty

September 26, 2011

For Groupon, things could be worse, despite the company experiencing a September that could uplift a Boston Red Sox fan by comparison.
 

Traffiq integrates Nielsen site audience data into display-buying platform

September 21, 2011

Media management software firm Traffiq has partnered with audience measurement company Nielsen to provide advertisers access to Nielsen's target-marketing platform @Plan. T
 

Google ad sales exec departs to join Media6Degrees

June 06, 2011

Google advertising sales executive Penry Price will leave the company to become president of behavioral advertising firm Media6Degrees as of June 15, both companies said June 6.
 

Updated Yahoo Mail to scan messages for ad targeting

May 24, 2011

An updated version of Yahoo Mail will enable the company to scan consumers' emails to deliver targeted advertisements, the company said May 24. The update will roll out to Yahoo Mail users "in a matter of weeks" with the targeted advertising implemented "in the coming months," said David McDowell, senior director of product management at Yahoo Mail.
 

Subaru campaign targets Asian-American consumers

May 20, 2011

Car company Subaru of America is conducting an integrated marketing campaign targeting Asian-American consumers. The "Sweet Tomorrow" effort is promoting the company's Legacy model through online, TV, print and out-of-home components. The car-maker developed the campaign with AdAsia, its Asian-American AOR.
 

Yahoo debuts targeted video display ads

May 12, 2011

Yahoo enhanced its Smart Ads units on May 12 to include videos that can target consumers based on information such as location, age, gender and online behavior. The company has also begun allowing advertisers to run Smart Ads on its home page. Yahoo is partnering with online video advertising company Mixpo on the Smart Ads for Video units.