Targeted Marketing

The Challenge of Targeting in Mass Channels

The Challenge of Targeting in Mass Channels

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When pursing target customers in a mass channel, marketers risk alienating other segments.

Chrysler CMO: Targeting Drives the Business

Chrysler CMO: Targeting Drives the Business

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Olivier Francois suggests Will Ferrell got his start as Durango's spokesperson in a hotel room on a snowy day in Michigan.

Cool or Creepy?

Cool or Creepy?

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Sometimes even relevant marketing can walk the fine line of being cool or creepy to a customer.

When Targeting Turns to Blasting: Answers

When Targeting Turns to Blasting: Answers

What happens when you think you've got all your targeting/campaign ducks in a row—only to get no results? We asked and our readers answered.

Smart Social Targeting 'Once' and For All

Smart Social Targeting 'Once' and For All

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Following its streak of 2012 Tony Award wins, Once the Musical expands its audience with an intelligent campaign that cleverly capitalizes on existing buzz.

Segmentation Drove a Sharp Web Traffic Increase for Waypoint

Segmentation Drove a Sharp Web Traffic Increase for Waypoint

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While every homeowner would love a nice kitchen, not everyone's idea of what makes up a nice kitchen is the same. Waypoint's customized direct mail campaign tailored its imagery to specific customer segments.

Marketing Needs More Studio Screentime

Marketing Needs More Studio Screentime

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A study from the University of Utah's David Eccles School of Business indicates that movie studios are by and large doing an inefficient job with their marketing.

Sprint focuses on pre-targeting with Pinsight Media+

Sprint focuses on pre-targeting with Pinsight Media+

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Sprint announces new advertising platform at Mobile Marketing Association's Smarter Mobile Marketing conference.

Bank of America puts a transpromo spin on daily deals

Bank of America puts a transpromo spin on daily deals

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Transaction-based marketing programs could turn banks and card-issuers into serious players in customer acquisition for their merchant partners.

Targeted consumer marketing tactics tip the scale for one super-sized weight loss program

Targeted consumer marketing tactics tip the scale for one super-sized weight loss program

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Jenny Craig and Nutrisystem, major players in the $60 billion weight loss market, have much in common when it comes to their direct marketing approach.

Get relevant or get lost

Get relevant or get lost

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Marketers who want their messaging to stand out must deliver communications and offers that are relevant to their customers.

What is direct marketing, anyway?

What is direct marketing, anyway?

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As touchpoints and technologies evolve, so does the definition of direct marketing.

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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.