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 targeting

Targeting soup: choosing the right method for you

David Katz, LiveIntent February 14, 2012

With all the talk of DSPs, SSPs, DMPs and GRPs, it's easy to forget that no matter who is buying and who is selling, success is highly dependent upon good targeting.
 

Targeting Video Series: Ashley Johnston, VP of marketing, Experian

February 13, 2012

Juan Martinez, senior editor at Direct Marketing News discusses targeting strategy in the email realm with Ashley Johnston, VP of marketing at Experian Marketing Services
 

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
 

Where are your customers?

February 01, 2012

Where are your customers is a provocative question and one many marketers no doubt are asking of themselves. It's more complicated to answer this question when customers have such a wide array of choice and the megaphone of social media through which to communicate with peers and the wider world, yet marketers have to find ways to meet customer demand for highly relevant communications.
 

Vicks gets moms' ear with flu warnings

February 01, 2012

New and expecting moms can track regional flu activity with ads from mobile apps.
 

IKEA enlists fans to target their own friends

February 01, 2012

The "Bring Your Own Friends" campaign from IKEA USA gave back to its customers while at the same time raised money for charity. Who can beat that?
 

Pandora's targeting model hard to parse

February 01, 2012

If you live in New York City and listen to blues-rock band The Black Keys, you probably need someone to repair your apartment's plumbing and/or heating. You also likely are in the market for a luxury car — at least according to Internet radio provider Pandora.
 

Dish Network misses mark on static 'offer'

February 01, 2012

Talk about your "static" emails. On Jan. 2, Dish Network contacted a Direct Marketing News staffer who willingly agreed to accept emails from the satellite TV services provider. Poor staffer.
 

To know me is to target me

Scott Donaton, Ensemble February 01, 2012

While privacy concerns are understandable, what most people care about at the end of the day is the price-value equation. They're willing to give up personal information about themselves if it helps a marketer target them more effectively and efficiently. If you can use past behaviors and stated preferences to deliver a better experience and waste less time, go for it.
 

Good habits for social CMOs

Clara Shih, Hearsay Social February 01, 2012

Businesses can no longer ignore the social media explosion. For CMOs, success boils down to seven habits.
 

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.
 

Plug-ins: Email marketing

February 01, 2012

Email marketing is no longer a one-to-many communications strategy. Today's marketers realize that customized, personalized and timely messages are what drive open rates, click-through and conversion. Consumers expect your messages to cater to their unique interests and purchase patterns. Our experts offer up their best advice to help marketers take advantage of consumer expectations.
 

Is interest-based targeting replacing demographic targeting as the new model?

February 01, 2012

Demographic marketing has long been the industry standard, but does it have a future? Andrew Bailey, chairman at Proximity North America; Michael Benedek, president and CEO of Datonics; Gary Reisman, principal and founder of NewMediaMetrics; and Liz Deutch, EVP, global director, customer engagement at Draftfcb, weigh in.
 

Dell's transformation

February 01, 2012

Dell strives to better target its customers and market its brand.
 

GE Instagram contest targets shutterbugs

February 01, 2012

General Electric Company (GE), with digital agency Mekanism, invited its Facebook fans to participate in a photo contest that used Apple's Instagram app.
 

Maximizing email

February 01, 2012

Avoiding common email marketing mistakes will ultimately drive better campaign ROI.
 

Despite rewards, some brands fail to send targeted emails

February 01, 2012

At Orbitz, targeting based on demographic and psychographic data is so refined that the company sends out campaigns to as little as 10 people.
 

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.
 

Smartphone app unlocks interactive music content

February 01, 2012

To kick off the weeklong CMJ Music Marathon & Film Festival in New York City last October, Cantora Labs, a tech startup incubator and offshoot of label Cantora Records, hosted a two-day party to display its music technology offerings, including the SmartLounge app.
 

Agency friends spin to win office swag and aid charity

February 01, 2012

In advance of Marcus Thomas's planned 2012 move to a larger office space, the Cleveland-based marketing and PR firm got rid of 10-years worth of accumulated clutter in a creative way that also benefited the Akron Children's Hospital Fund.
 

Hilton app synergizes corporate buzzword ROI

February 01, 2012

The interactive BizWords iOS app was created by direct agency Organic for Hilton Garden Inn to "help business travelers decode and navigate the business speak that has become so common in the workplace," the hotel chain said on its site.
 

Stolen Rum lives up to its name with taste test campaign

February 01, 2012

New 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.
 

P&O Cruises aids landlubbers with reservations

February 01, 2012

To dispel misconceptions about traveling on a cruise ship and to promote cruising as a fun vacation option, Carnival Australia's P&O Cruises tapped creative agency BMF to help find Australia's ultimate landlubbers.
 

Adobe's social software campaign micro-targets marketing professionals

February 01, 2012

The strategy behind Adobe's new SocialAnalytics software campaign is similar to any solid marketing push with a well-thought out focus. What makes this campaign unique is how Goodby so skillfully communicated with the campaign's savvy target audience of marketers, social tacticians and CMOs.
 

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.
 

Delivered: Targeted consumer emails

February 01, 2012

What's in our mailbox this month: Targeted consumer emails from Panera's, Rewards "R" Us, Shari's Berries and Go Daddy. Who had a bright idea and what belongs in the trashbin?
 

Insurance marketers leverage targeted marketing

February 01, 2012

Healthcare reform and signs of economic recovery have insurance marketers retooling their direct marketing efforts to drive relevant messaging to consumers and prospects.
 

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.