Targeted Marketing

P&G Eases Throttle on Targeted Facebook Advertising

P&G Eases Throttle on Targeted Facebook Advertising

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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.

Marketing to the Millennial Mind-Set

Marketing to the Millennial Mind-Set

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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.

Addressable TV Isn't On the Way; It's Arrived

Addressable TV Isn't On the Way; It's Arrived

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The Golden Age of television advertising may just be arriving. More than 40 million households can be pinpointed with relevant TV spots.

Why (and How) Marketers Should Engage Geeks and Nerds

Why (and How) Marketers Should Engage Geeks and Nerds

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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.

The Grammys Take Steps to Mend Strained Relations with Hip-Hop Fans

The Grammys Take Steps to Mend Strained Relations with Hip-Hop Fans

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Rap features prominently in next year's lineup, but reactions are mixed.

It's About Time, Google!

It's About Time, Google!

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This week's introduction of Customer Match by the Sultan of Search is long overdue, say marketing tech insiders.

First Insight Introduces New Platform

First Insight Introduces New Platform

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Leave the gun. Take the marketing software.

Precision Targeting: CPGs Must Engage Elite 1 Percent to Launch New Products

Precision Targeting: CPGs Must Engage Elite 1 Percent to Launch New Products

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They must locate and promote to the one out of every 143 consumers who make or break their new products.

Social Targeting Doubles the Performance of Paid Media

Social Targeting Doubles the Performance of Paid Media

Lifestyle publisher PureWow doubles its subscriber conversions with targeted social media.

Data Fuels INDYCAR's "Rivals" Campaign

Data Fuels INDYCAR's "Rivals" Campaign

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The open-wheel racing organization relies on multichannel marketing to drive TV viewership, ratings, and ticket buys among specific audiences.

Marketers Fail to Hit the Target [Infographic]

Marketers Fail to Hit the Target [Infographic]

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Irrelevant communications cause consumers' loyalty to quiver. Two thirds says they get too many brand emails.

Springing Into Account-Based Marketing

Springing Into Account-Based Marketing

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LeanData releases updates to its suite, and voices a call-to-action for B2B marketers.

How to Bring Your Webinars Back From the Dead

How to Bring Your Webinars Back From the Dead

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.

Email Marketers Make a Big Impact With Big Data

Email Marketers Make a Big Impact With Big Data

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Finally, email campaigns emerge from the Dark Ages with today's major infusion of Big Data.

How to Make Big Data Work for You

How to Make Big Data Work for You

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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.

The New Way to Webinar

The New Way to Webinar

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.

Direct Mail Helps Old Chicago Make Some Dough

Direct Mail Helps Old Chicago Make Some Dough

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Hold the digital. Why direct mail accounts for a large portion of the pizza chain's marketing pie.

Her Campus Proves That Knowing Your Audience Is True Model Behavior

Her Campus Proves That Knowing Your Audience Is True Model Behavior

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The young-adult marketing firm and media company hosts its third College Fashion Week to attract budding buyers.

Word to the Wise: Hadoop

Word to the Wise: Hadoop

So, what is Haddop exactly?

Omnichannel Totally Rules at Nickelodeon

Omnichannel Totally Rules at Nickelodeon

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Nickelodeon is all about fun content—but when it comes to understanding its audience, there's nothing the TV network takes more seriously.

The Art—and Craft—of Mobile Push

The Art—and Craft—of Mobile Push

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When it comes to mobile push what you really want to do is pull—your customers in.

Direct Mail Still Kounts

Direct Mail Still Kounts

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There's certainly something to be said for in-person interactions at trade shows and the engagement opportunities they facilitate.

The Secret Ingredient for a Successful Email Campaign

The Secret Ingredient for a Successful Email Campaign

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A tasty Mexican treat turns into a lesson about targeted email marketing.

Know Your Audience Through Marketing Science

Know Your Audience Through Marketing Science

CenturyLink Technology Solutions' new CMO, Becky Carr, takes a break from an ambitious rebranding effort to talk data analytics.

If You Build It, They Will Engage

If You Build It, They Will Engage

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Construction materials manufacturer USG revamps its image using targeted, multichannel efforts aimed at customers and employees.

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.

News Byte: Lotame Acquires AdMobius

News Byte: Lotame Acquires AdMobius

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Data management meets mobile audience segmentation as Lotame absorbs start-up.

2014 Essential Guide to Direct Mail Marketing

2014 Essential Guide to Direct Mail Marketing

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.

Moleskine and Adobe Strike the Right Note

Moleskine and Adobe Strike the Right Note

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The companies use targeted direct mail to showcase global student creativity via a mutually beneficial partnership between brand, agency, and vendor.

Stamping Out "Or Current Resident"

Stamping Out "Or Current Resident"

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.

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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.


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