When pursing target customers in a mass channel, marketers risk alienating other segments.
Olivier Francois suggests Will Ferrell got his start as Durango's spokesperson in a hotel room on a snowy day in Michigan.
Sometimes even relevant marketing can walk the fine line of being cool or creepy to a customer.
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.
Following its streak of 2012 Tony Award wins, Once the Musical expands its audience with an intelligent campaign that cleverly capitalizes on existing buzz.
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.
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 announces new advertising platform at Mobile Marketing Association's Smarter Mobile Marketing conference.
Transaction-based marketing programs could turn banks and card-issuers into serious players in customer acquisition for their merchant partners.
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.
Marketers who want their messaging to stand out must deliver communications and offers that are relevant to their customers.
As touchpoints and technologies evolve, so does the definition of direct marketing.
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It doesn't matter how much data you have if you don't integrate your data sets, says market researcher Matthias Hartmann.
Radio version 2014 delivers an exciting palette of marketing tools to make the medium of sound more effective for direct response advertisers.
How marketers can navigate the new customer engagement era.