Facebook -- and other social media platforms where people openly discuss their interests and preferences -- affords advertisers the ability to target untold demo- and psychographics. But maybe there is a downside to such microtargeting.
It can be tempting to market to millennials as one massive segment, but a more effective approach is to reach out to that audience based on beliefs and behaviors, rather than age.
The Golden Age of television advertising may just be arriving. More than 40 million households can be pinpointed with relevant TV spots.
Cultural domination seems to be the revenge that nerds promised in 1984. It's time for marketers to embrace the power of this amorphous group.
Rap features prominently in next year's lineup, but reactions are mixed.
This week's introduction of Customer Match by the Sultan of Search is long overdue, say marketing tech insiders.
Leave the gun. Take the marketing software.
They must locate and promote to the one out of every 143 consumers who make or break their new products.
Lifestyle publisher PureWow doubles its subscriber conversions with targeted social media.
The open-wheel racing organization relies on multichannel marketing to drive TV viewership, ratings, and ticket buys among specific audiences.
Irrelevant communications cause consumers' loyalty to quiver. Two thirds says they get too many brand emails.
LeanData releases updates to its suite, and voices a call-to-action for B2B marketers.
So your awesome webinar just ended -- now what? For most companies, once a webinar is over, it's dead and gone, never to be seen again.
Finally, email campaigns emerge from the Dark Ages with today's major infusion of Big Data.
In this age of data, marketers still struggle with how to bridge the gap between perceived value and actual return. Here, analysts explain how to finally realize the promise of Big Data.
In content marketing, everything has changed. To be truly effective today, content isn't just presented to an audience--it's "experienced" through direct engagement.
Hold the digital. Why direct mail accounts for a large portion of the pizza chain's marketing pie.
The young-adult marketing firm and media company hosts its third College Fashion Week to attract budding buyers.
So, what is Haddop exactly?
Nickelodeon is all about fun content—but when it comes to understanding its audience, there's nothing the TV network takes more seriously.
When it comes to mobile push what you really want to do is pull—your customers in.
There's certainly something to be said for in-person interactions at trade shows and the engagement opportunities they facilitate.
A tasty Mexican treat turns into a lesson about targeted email marketing.
CenturyLink Technology Solutions' new CMO, Becky Carr, takes a break from an ambitious rebranding effort to talk data analytics.
Construction materials manufacturer USG revamps its image using targeted, multichannel efforts aimed at customers and employees.
Radio version 2014 delivers an exciting palette of marketing tools to make the medium of sound more effective for direct response advertisers.
Data management meets mobile audience segmentation as Lotame absorbs start-up.
Direct Marketing News is proud to present the 2014 Essential Guide to Direct Mail Marketing, our comprehensive supplement offering strategies and tactics to help ensure you're in the DM loop.
The companies use targeted direct mail to showcase global student creativity via a mutually beneficial partnership between brand, agency, and vendor.
Direct mail needs to address the exacting standard of today's demanding customers. It's time to personalize every step of the direct mail process.
Company of the Week
SK&A is a leading provider of U.S. healthcare information solutions and databases. As part of IMS Health, SK&A researches and maintains contact and profiling data for over 2 million healthcare providers, including 800,000+ prescribers. SK&A's data supports research and marketing initiatives for life sciences, medical device, managed healthcare, direct marketing, publishing, education and more. SK&A's proprietary databases are telephone-verified twice per year from its world class Research Centers. SK&A enables multi-channel marketing and sets the standard for data quality and reliability. SK&A's customers include many of America's most recognized healthcare, publishing and pharmaceutical institutions.