Don't Get Off the Ride

Don't Get Off the Ride

Too often we move on to the next lead generation campaign before the previous one has realized its full potential. Here's why that's a bad idea.

Winning in the 'Age of Me'

Winning in the 'Age of Me'

Despite all the strides we've made in data science, many brands still segment their customers using very broad strokes. But that needs to change.

Get Your SEO Strategy in Gear

Get Your SEO Strategy in Gear

You need to protect your business from the vicissitudes of the changing search landscape. Here's how.

Why Content Marketing Fails

Why Content Marketing Fails

While content is an essential part of any comprehensive marketing strategy, it's not a magic bullet—nor will it solve all of your marketing woes.

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.

3 Benefits of a Multichannel Approach to Direct Marketing

3 Benefits of a Multichannel Approach to Direct Marketing

Multichannel marketing isn't a new concept. What is new, however, is advertisers' understanding of the value of multichannel marketing.

When Social Media Comments Go Negative, Should Your Brand Respond?

When Social Media Comments Go Negative, Should Your Brand Respond?

Transparency and authenticity in social media is a must to build customer trust. This means embracing criticism and managing it.

Got PLCC? What it Is and 3 Reasons You Also Need a Loyalty Program

Got PLCC? What it Is and 3 Reasons You Also Need a Loyalty Program

If you're a retailer with a PLCC and not a loyalty program, you are leaving money on the table.

Revenue Opportunities Marketers Can't Afford to Miss

Revenue Opportunities Marketers Can't Afford to Miss

As competition intensifies, global e-commerce organizations face challenges in differentiating their offerings with key audiences.

3 Ways Online Shopping is Evolving—and Why Retailers Need to Keep Up

3 Ways Online Shopping is Evolving—and Why Retailers Need to Keep Up

Retailers who use online shopping technology to keep up with the ever-changing needs of consumers will ultimately win in this new era of retail.

Mobile Is About Consumers, Content, Creative and Connectedness

Mobile Is About Consumers, Content, Creative and Connectedness

Consider these factors when designing and delivering rich content and user experiences over mobile.

Email: Still the Lovable and Reliable Diva of Digital Messaging

Email: Still the Lovable and Reliable Diva of Digital Messaging

Email is an opportunity for a two way dialogue, but too many marketers miss the opportunity to be proactive and strategic with this highly effective channel.

YouTube Content: 4 Tips for Brands That Want to Activate Customers

YouTube Content: 4 Tips for Brands That Want to Activate Customers

With YouTube as with life, sometimes the hardest part is just showing up.

And the Winner Isn't... Confessions of a Cord Cutter

And the Winner Isn't... Confessions of a Cord Cutter

ABC's livestream debacle did worse than turn me off one time—now, I'm not likely to tune in next year. And neither is the Internet Generation.

The Metrics That Really Matter in E-Commerce Marketing

The Metrics That Really Matter in E-Commerce Marketing

Optimize on-site performance and you'll drive better user engagement—which has a domino effect on conversion and revenues.

Tips for Improving Your Content Marketing Strategy

Tips for Improving Your Content Marketing Strategy

The digital marketing landscape is filled with choices and content marketing is shaping the future of how consumer decisions are made.

New School Couponing: Buyer (and Marketer) Beware

New School Couponing: Buyer (and Marketer) Beware

The daily deal extravaganza may have finally met a plateau, but online coupons are still alive and (sometimes) well.

Global Marketing: The Devil's in the Details

Global Marketing: The Devil's in the Details

Tips to help ensure the success of your global multichannel marketing initiatives.

How Mobile Is Taking the Reins on Customer Engagement

How Mobile Is Taking the Reins on Customer Engagement

When it comes to attracting and retaining customers, increased engagement is the Holy Grail.

The Art of Being Mobile: Engaging Customers on the Go

The Art of Being Mobile: Engaging Customers on the Go

Considering embarking on a mobile strategy? It's critical to understand your customers' mobile mindset first.

An Inevitable Convergence of Disciplines

An Inevitable Convergence of Disciplines

The new multichannel marketing and design landscape is here.

Personalization Is the Name of the Game

Personalization Is the Name of the Game

So why can't airline loyalty programs and their credit card partners get it right?

It's Personal: The Emerging Data Revolution

It's Personal: The Emerging Data Revolution

The consumer Web has given rise to a new normal. We want it personal. We want it perfect. And we want it now.

How Early-Stage Companies Neglect Their Back-Ends

How Early-Stage Companies Neglect Their Back-Ends

In the tech world, the term is "growth hacking." Elsewhere in the entrepreneurial universe, it's having a marketing strategy that's just plain scrappy.

Direct Response TV's Secret Weapon: The "HI" Factor

Direct Response TV's Secret Weapon: The "HI" Factor

When it comes to closing the deal, direct response TV advertising may have a distinct, yet not often considered advantage—Human Interaction.

How the Social DSP Will "Defrag" Social Media Advertising

How the Social DSP Will "Defrag" Social Media Advertising

We aren't yet at the point where advertisers can match Facebook profiles to Twitter handles to Pinterest boards, but we are nearing a tipping point.

Counting Context: The Sneaky Data that Moves Margins

Counting Context: The Sneaky Data that Moves Margins

For the same reason you can't build out a floor plan until the foundation is set, marketers can't truly unlock hard data unless it's contextualized.

12th Man Marketing

12th Man Marketing

Influencers are valuable, but it's the everyday advocates who are the bread and butter of referral marketing programs.

Viewability: The Real Impact on Publishers and 4 Ways to Improve It

Viewability: The Real Impact on Publishers and 4 Ways to Improve It

Viewable impressions will impact publisher revenue—and publishers should start paying attention.

Why You Need Effective Risk Management

Why You Need Effective Risk Management

It's about real-time reporting and proactive project management.

Marketing Automation Is Not a Panacea

Marketing Automation Is Not a Panacea

In making the process to connect with customers more streamlined and automated, we sometimes forget to put ourselves in the customer's shoes.

Dodgy Marketing: The Role of Data

Dodgy Marketing: The Role of Data

Data has been a marketing currency for years—but the rise of digital media has changed the rules.

Beyond the Search Box

Beyond the Search Box

Search is like the e-commerce version of your store window. It's one of the most crucial elements of the commerce experience, and yet it's often overlooked.

Three Tips for Killer Facebook Page Post Ads

Three Tips for Killer Facebook Page Post Ads

Direct response marketers meet your new best friend: the Facebook page post ad.

Reality Check: Spamming Doesn't Pay

Reality Check: Spamming Doesn't Pay

There is one word that should strike fear into the hearts of marketing executives everywhere: blacklisted.

Reviving Consumer Loyalty in 2014

Reviving Consumer Loyalty in 2014

The holidays have proved that shoppers aren't just distracted, they're also impatient—and too much multichannel marketing can become a bombardment.

Is Card-Linked Marketing Good For Your Image?

Is Card-Linked Marketing Good For Your Image?

Banks getting cozy with retailers—an enticing data and targeting partnership, but brands should think twice before jumping in with both feet.

Should Auld Acquaintance Be Forgot? No, They Should Be Retargeted

Should Auld Acquaintance Be Forgot? No, They Should Be Retargeted

The four Ps—product, place, price, and promotion—serve as a helpful method for breaking down a marketing strategy. But now there's a fifth P.

3 Steps to Finding the Right Mailing List

3 Steps to Finding the Right Mailing List

The most crucial element in a direct mail campaign is the mailing list. Here's how to do it right.

Why Everyone Hates Telemarketing, But Shouldn't

Why Everyone Hates Telemarketing, But Shouldn't

Think of telemarketing as a long-term activity, built on a solid database marketing approach, and you'll reap its greatest rewards.

Find Success in Multichannel Customer Acquisition Marketing

Find Success in Multichannel Customer Acquisition Marketing

Effective customer acquisition marketing campaigns come down to a simple mantra: Don't put all your eggs in one basket.

Marketers and Big Data: The Evolving Relationship

Marketers and Big Data: The Evolving Relationship

It's no longer all about structured data held in the most obvious transactional databases. Data is being collected all the time, but it's not always used to its full potential.

Brands = The New Weapons for Social Change

Brands = The New Weapons for Social Change

How did marketers get thrown into the ring, battling social issues instead of just selling soft drinks or fast food? Read on.

Hold the Phone! Why You May Not Need an App After All

Hold the Phone! Why You May Not Need an App After All

With so many pitfalls on the road to app success, brands need to take a step back and first ask themselves if they even need an app to begin with.

Succeeding In an Omnichannel World

Succeeding In an Omnichannel World

We all know that repeat customers are more profitable than new ones. But retaining customers and building loyalty in an omnichannel world is tough.

Optimizing Performance for Native Mobile Applications

Optimizing Performance for Native Mobile Applications

How can companies better protect and enhance the performance of their native mobile apps? Consider the following.

Lost and Found: Why Journey Mapping Is Critical to Your Business

Lost and Found: Why Journey Mapping Is Critical to Your Business

Each customer will take a different journey—just like snowflakes, no two are alike. The key is to create an optimal set of potential experiences for them, whichever path they take.

Four Loyalty Trends to Watch in 2014

Four Loyalty Trends to Watch in 2014

The holidays: It's the most wonderful time of the year. It's also the time of year when marketers and retailers are heavily focused on driving all-important revenues. They have to be.

Bridging the Gap: The New Relationship Between CIOs & CMOs

Bridging the Gap: The New Relationship Between CIOs & CMOs

To take advantage technology, companies need to find a way to bridge the gap between CIOs and the evolving role of CMOs within an enterprise.

Perfection's Place in the Creative Process

Perfection's Place in the Creative Process

With a set of standards and processes in place, you can spend more time on what you are here to do: ideate, iterate, and create.

Want to Support Your Community? Try Shopping!

Want to Support Your Community? Try Shopping!

Looking for an enjoyable way to spend an afternoon while supporting your community and the economy as a whole? Go shopping.

Facebook Loves Direct Marketers (Really)

Facebook Loves Direct Marketers (Really)

The days of Facebook being only an affinity or engagement platform for advertisers are, thankfully, coming to an end.

What's New on Social Media Sites? Changes You Should Know

What's New on Social Media Sites? Changes You Should Know

Let's take a look at some buzzworthy updates to top social media sites to see how they can impact the way you market your business.

You're So Predictable: A Lesson in Managing Data

You're So Predictable: A Lesson in Managing Data

Persona marketing can be a tricky science. Luckily, there are tools and methods out there that can help us determine which attributes to select. It's called data.

All I Hear Is Gobble Gobble

All I Hear Is Gobble Gobble

How to walk the walk, and gobble the gobble, when it comes to delivering your brand message.

How Can You Maximize the Effect of Your Testing Tool?

How Can You Maximize the Effect of Your Testing Tool?

Marketers must learn how to integrate Big Data and automation with their own creativity—and at the intersection of algorithms and creativity lies testing.

Workflow Automation Is Cool Again—Marketing Gets Serious

Workflow Automation Is Cool Again—Marketing Gets Serious

These days, workflow automation—whether driven by the rapid advancement of technology or simple business economics—is essential for virtually any business or company.

Why Mobile Is the Key to Maximizing Customer Lifetime Value

Why Mobile Is the Key to Maximizing Customer Lifetime Value

The key to CLV is discovering how customers spend their money and time when they're not in your store.

Dear Target, I'm NOT pregnant (Or Wait, Am I?)

Dear Target, I'm NOT pregnant (Or Wait, Am I?)

I buy too much moisturizer, bathroom cleaner, and hand sanitizer. I know this because when I check out at Target the cashier hands me coupons for diapers.

3 Counterintuitive Tips to Boost Your Email Marketing

3 Counterintuitive Tips to Boost Your Email Marketing

Some of these suggestions may seem counterintuitive, but give them some thought and you might be surprised by how your email marketing efforts start to shape up.

Which is Better: Push or SMS?

Which is Better: Push or SMS?

Before you decide on push versus SMS, take a moment to consider acceptance, aggravation, reach, and return.

Use Intelligent Mobile Sales Performance Automation to Drive ROI

Use Intelligent Mobile Sales Performance Automation to Drive ROI

Listen up CMOS: Intelligently enabling today's sales managers and representatives for sales mobility is a smart investment.

Twitter Lead Generation Card Benefits...Facebook Advertising?

Twitter Lead Generation Card Benefits...Facebook Advertising?

Twitter surely didn't create the Lead Generation Card offering to drive advertisers to a competing social platform. Here's what Twitter should do to make this product more impactful on its own platform.

The Most Interesting Man in the World

The Most Interesting Man in the World

There's pressure for lift, ROI, hits, likes, shares, and a thousand other KPIs. But I like to think we can work hard and take marketing seriously but have fun at the same time.

How to Plan a Successful Media Buying Strategy

How to Plan a Successful Media Buying Strategy

There are numerous steps associated with the conception, strategy, creation, execution, and confirmation of a sound media plan.

Making the Case for the Evolution of Cross-Channel Attribution

Making the Case for the Evolution of Cross-Channel Attribution

Adometry CMO Casey Carey discusses how cross-channel attribution is changing.

2 Ways to Maximize Pay-Per-Click ROI

2 Ways to Maximize Pay-Per-Click ROI

There are two ways to improve a venture's ROI: You can lower costs or you can raise revenue...or you can do both. That's when the your ROI really starts to look nice.

Content Remains King for Branding in the Social Media Jungle

Content Remains King for Branding in the Social Media Jungle

Want to reach customers in a rich, highly meaningful manner? Try the The 4E approach—entertain, educate, enrich, and engage.

Aiming Arrows at an Audience Bulls Eye

Aiming Arrows at an Audience Bulls Eye

Want to learn how to use digital place-based media to target precise retail demographics? Read on.

Dear Google, Because I Love You, I Have to Hate You

Dear Google, Because I Love You, I Have to Hate You

Google is planning to scrap iGoogle in November. Getting rid of iGoogle is a lazy cop out. If clean design is your new corporate initiative, then make iGoogle cleaner.

Adjusting to the Link Economy

Adjusting to the Link Economy

Direct marketers that ignore the digital market and consumers' winding paths to purchase are leaving sales on the table for their competition.

Place People First to Win Clients from Global Competition

Place People First to Win Clients from Global Competition

By placing the human element as a top priority for every IT project you approach, your boutique firm can win big in the face of larger competitors.

The Innovation Dilemma

The Innovation Dilemma

To paraphrase The Incredibles: Once everyone's innovative, no one is. Innovation isn't a thing; it's a way of thinking.

The Guest Blogger's Tips and Tricks Guide

The Guest Blogger's Tips and Tricks Guide

A cheat sheet for the guest blogger beginner. A lack of high-quality guest bloggers means you have a golden opportunity to form valuable personal relationships in the field.

Want to Win? Think 'By Constraint' Not 'By Committee'

Want to Win? Think 'By Constraint' Not 'By Committee'

Decision-making by committee gets you nowhere. You might not be drowning, but you're treading water—and that won't help you bottom line.

Brainstorms: Don't Phone It in

Brainstorms: Don't Phone It in

On their best day, brainstorms foster collaborative problem-solving, efficient idea-generation and unexpected revelations. On their worst, participants decide to phone it in—literally.

Delivering the Breadth of Thinking

Delivering the Breadth of Thinking

An agency's responsibility is to help its clients break through the competitive clutter—not just do the same old, same old.

Enhancing Mobile Sales Productivity this Holiday Season

Enhancing Mobile Sales Productivity this Holiday Season

Focusing on the heart of your selling engine—the online store—will go a long way toward making this a highly profitable year.

Yes, You Can Be Sued Over a Facebook Post

Yes, You Can Be Sued Over a Facebook Post

In the age of social media, you can open yourself to advertising liability with the click of a mouse. If that's not enough to put a chill in your third cup of coffee, I don't know what is.

What I (Didn't Know I) Did on My Summer Vacation

What I (Didn't Know I) Did on My Summer Vacation

Cape Cod in the summer—home of the ocean, seafood, sand, relaxation, and lessons on behavioral science.

Google and Acxiom Make Lemonade Out of Lemons

Google and Acxiom Make Lemonade Out of Lemons

A look at how Google's deep dive on cookies and Acxiom's escape hatch are actually good for data marketers.

Building Your Customer Relationships

Building Your Customer Relationships

If you thought this article was going to be about more effective usage of your CRM software, you could not be more wrong.

Cross-Channel Measurement: Why Attribution Is the Wrong Path

Cross-Channel Measurement: Why Attribution Is the Wrong Path

The million dollar question: How does a marketer measure how much an ad on one channel influences purchases through another channel?

Reshaping a Marketing Organization for Education in the 21st Century

Reshaping a Marketing Organization for Education in the 21st Century

It may have taken longer than some areas of life, but education is finally having its digital moment.

Five Lethal (But All-Too-Common) Marketing Mistakes

Five Lethal (But All-Too-Common) Marketing Mistakes

In today's business climate it's critical for key messages to hit home with the right audiences to drive increased revenue for a brand.

Bloggers: Don't Bet on Display Ads

Bloggers: Don't Bet on Display Ads

Blogging and revenue-generation don't have to be at cross purposes.

5 Tips for Improving Acquisition Email Marketing

5 Tips for Improving Acquisition Email Marketing

Let's face it: Email isn't going anywhere, despite numerous prognostications in recent years that email is dead.

Direct Mail Without Call Tracking Is Just Silly

Direct Mail Without Call Tracking Is Just Silly

Call tracking numbers provide incredibly valuable data about which mailers produce calls. There's basically no excuse not to use them.

What Can We Learn from the New Gmail

What Can We Learn from the New Gmail

Now that the smoke has cleared, let's take a holistic look at what the new Gmail tabs mean for marketers.

App Apathy

App Apathy

Is an app the right mobile path for your brand?

Response Attribution: A New Lens for Measuring Success

Response Attribution: A New Lens for Measuring Success

As advertising grows and evolves so does the role and importance of measurement. The watchword today is attribution.

E-commerce and the Sales Force, Enemies No More

E-commerce and the Sales Force, Enemies No More

CMOs and marketing directors are extremely hesitant to rock the boat if they know sales won't like the changes.

How Email Marketing Is Like Dating

How Email Marketing Is Like Dating

Personalize your email so that it's relevant to each individual customer and maybe you'll have the beginning of a beautiful relationship.

The ABCs of Maximizing Your PPC Performance

The ABCs of Maximizing Your PPC Performance

Pay-per-click marketing is a great way to get exposure for you brand—but it can get complicated. Here are a few tips to get you on your way.

Multichannel, Omnichannel, and Alice in Wonderland

Multichannel, Omnichannel, and Alice in Wonderland

Regardless of what you call it—multichannel or omnichannel—a focus on the customer ensures that you're not going to be Alice in Wonderland.

Technology Is Invading Our Privacy

Technology Is Invading Our Privacy

Technology has become a part of us. Your device probably knows more about you than your close friend.

What Do Data and Social Have to Do With Engagement and Loyalty?

What Do Data and Social Have to Do With Engagement and Loyalty?

For retailers, knowing what is in someone's shopping cart is no longer enough to deliver the best experience for the customer and the greatest value for the business.

Why You Need to Think More Like a Product Manager

Why You Need to Think More Like a Product Manager

In a world where you're more likely to survive a plane crash than click on a banner ad, it's clear that the traditional approach of interrupting our target no longer works.

3 Strategies for Achieving Performance in Mobile Marketing

3 Strategies for Achieving Performance in Mobile Marketing

Mobile has many opportunities, but many marketers are getting it wrong by taking their existing strategies and simply asking for mobile inventory.

The 'New Direct:' Countering the Decline of National CPG Brands

The 'New Direct:' Countering the Decline of National CPG Brands

Tips on what a CPG brand can do to tip the value scale when consumers ask themselves, "What's the difference between this brand and the lower priced store brand?"

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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.