When marketers hear the word "social," their minds immediately roll through a list of networks. But social isn't about networks; it's about consumer behavior.
Ron Stroman, Deputy Postmaster General of the USPS, maintains a firm belief that postal reform can be enacted by Congress in the coming months.
Marketers would have an easier job if segmenting customers were as simple as color-coding Skittles. But customers are human beings, which means segmentation is one complex science.
We sought the advice of several experts to provide you with proven practices to keep your email marketing out of the spam box.
The only other time the USPS asked for an exigent rate increase it was turned down by the Postal Regulatory Commission. This September Postal Board of Governors Chairman Mickey Barnett announced a request for a 4.3% exigent increase.
Marketing mix modeling has recently come under some criticism. Concerns are being raised that this strategy fails to be granular, comprehensive, or quick enough for today's marketing needs.
Funny thing about customers: They say one thing then do another. This can lead to conflict between attitudinal and behavioral data. And that can create a rift in aggregated customer data.
The debate continues on whether Gmail Tabs are good or bad for marketers.
The holiday shopping season begins earlier each year—and with it comes an increase in email marketing. How can you make sure your brand stands out?
Everyone's talking about Big Data, but are they talking about the right things?
Brands can now evaluate the implicit actions from remote customers and use the information to improve the efficacy of the online shopping experience.
Despite the passing of The Marketplace Fairness Act this past April in the Sentate, the bill faces a rough road in the House.
Fact: Most customers abandon their online shopping carts. So, what does a brand need do to get consumers buying?
Business tend to believe that churn occurs once a customer unsubscribes from a list but it might have been long before then.
If it ain't broke, don't fix it, the saying goes, and in the world of digital marketing that old quote refers to nothing if not welcome emails.
The fight for postal reform continues, and hope springs eternal.
There's no denying that marketers have a lot to say, but they're not always the ones consumers want to hear from.
Brands need to be mobile-aware. The question is: How does one budget for this necessary expense?
Just like their B2C counterparts, B2B marketers need to optimize email targeting to grab customers' attention, and fast.
The USPS has been actively developing tools and incentives designed to better connect direct mail and digital channels.
Email, the blast 'em out and collect the money standby of direct marketers, just got a lot more complicated.
Here are three brands using VoC techniques to build and maintain customer engagement.
Marketers need to solidify their content ideas before deciding on which social network their content will live.
It's relatively easy to engage customers on e-commerce websites when marketers know who those customers are, but what about customers who don't sign in?
Today's consumers is more likely watching TV with a tablet or a smartphone in their lap rather than a TV dinner.
In terms of audience retention and videos, one minute of video is worth 1.8 million words.
When the USPS announced in February a plan to eliminate mail delivery on Saturday, mailers approved.
Tracy Stokes is an unapologetic brand-builder. We asked for her account of accountability.
Creativity in the age of marketing accountability.
Customer loyalty and brand evangelism is all about engagement, whether you're a regional brand or a national corporation.
Concerning the future of the USPS, one thing is abundantly clear: It is going to change, sooner rather than later, and in significant fashion.
Here are three must-have data sets that every marketer should include in his or her email strategy.
Social data can improve a brand's bottom line and customer relationships. Just ask brands Infiniti and Diamond Nexus.
The darlings in business today are the CMO and CIO. Only when they partner well will marketing insight truly come to light.
Building a list takes time and resources, but some experts say that buying the wrong list can cost businesses their reputation.
Nike and Charmin "market" by providing digitally enhanced services that build customer loyalty.
Marketers who use content as part of their marketing mix must ensure that their content is meaningful for their audience.
Officially, Kim Ann King is the CMO of Web optimization company SiteSpect, but King's really more like the "CMTO" due to her marketing-technology infused skill set.
Are you a marketer who's been pressured to get with the Big Data program but have no idea where to start? Read on.
When samples are energized by social media interaction and online engagement, they can command a premium price.
Forget visual only ads. If some mobile direct marketers have their way, consumers will be tapping posters, in-store signage, and even print ads in the near future using NFC.
As mobile technology develops, SMS and QR codes might begin to look like marketing dinosaurs when compared to newer tools like near field communication.
The challenges and opportunities of online content syndication.
The voice of the customer calls marketers to action at Barclaycard, Cross Country Home Services, and JetBlue.
In the ongoing search for a competitive edge, agencies are developing in-house solutions to avoid reliance on technology vendors and improve communication.
DRTV promoters and advertisers try a digital response alternative to phone numbers and URLs that can link them directly to the sale.
B2B marketing can be tricky business. One of its biggest challenges is that prospects can go underground for months at a time without actually losing interest.
It's a federal regulation that affects companies like Nimbus Games, a mobile game publisher for children primarily between the ages of four to nine.
Privacy experts tackle the leading privacy issues surrounding on- and offline customer data.
Marketers are getting sharper at attributing which online ad impressions lead to conversions.
Hosting content online can often leave brands with a dilemma: go for social or go for website traffic?
Privacy-centric consumers tend to be over 40 and educated, but can lift their angry voices up from any demographic sector if provoked.
Here's how retail outlets spell nightmare: S-H-O-W-R-O-O-M-I-N-G.
Fast food restaurants often market the dining experience as much as the food itself. Take Taco Bell, for example.
Using data to align marketers' perceptions with the actual customer experience.
Jeff Diskin, SVP of global customer marketing at Hilton Worldwide, must keep 34 million HHonors members happy and returning for repeat stays.
Creating buzz and building engagement in the B2C world takes many forms. In B2B, it's all about content marketing.
The secrets to a brand gaining digital "all-star" status are the think multichannel, collaborate cross-functionally, and take creative risks.
Customer loyalty has become ever more tenuous. Marketers need to rethink their approach to building and sustaining loyalty—and data is how they'll amp up their results.
Jessica Bohm, Folica.com director of marketing, shares insights into the hair care e-commerce brand's highly successful customer referral program.
Want to reach prospects and cultivate leads? The choices are overwhelming. Marketers have to make educated choices—and the occasional leap of faith.
Brands are embracing integrated social/local/mobile campaigns to address the challenge of right time, right place, right offer.
Multichannel marketing + customer engagement = transaction. Brands share what they're doing to identify the ideal blend.
TRUSTe's recent report on consumer perceptions of mobile and online privacy show that there's more distrust around privacy policies in mobile apps.
Behavioral targeting can be a highly effective marketing asset when customer data is used wisely, not wildly.
Are mobile 2D barcodes the future of direct? Could be, says Gary Reblin of the USPS.
Marketers who still fully embrace traditional marketing tools such as print catalogs and direct mail have an opportunity to stand out to consumers bombarded by digital pitches.
Direct Marketing News spoke with DRTV vet Kevin Harrington about the history of the DRTV channel, how it's changed, and where it's heading.
A multichannel approach provides a clearer picture of DRTV's potential.
As much as the marketing landscape changes, many of the DRTV aspects that made it attractive to marketers for decades remain unchanged.
As more consumers turn to smartphones to find information on products and services, brands are overhauling their desktop search strategies for mobile.
Starwood's global digital marketing head Grazia Ochoa on what the brand is doing in the mobile space now and where it plans to be soon.
Facebook's ubiquitous reach now extends into the social commerce arena.
LBS and QR codes leave an impression on the mobile marketing landscape.
Location-based services that depend upon intimate knowledge of customers' whereabouts give some customers pause.
Location-based technology and QR codes are in heavy rotation at the Ford Motor Company.
Brands embrace mobile commerce by developing apps and building sites for smartphone and tablet users, as well as optimizing their e-commerce sites.
Retailers delve deep into their quantitative and qualitative consumer data to position brands and create rich customer experiences and personalized communications.
Sandra Zoratti, VP of marketing solutions at Ricoh discusses the changing landscape of b-to-b marketing.
With each individual able to carry their business around with them on a tablet or phone, b-to-b marketing has sought a number of ways to reach on-the-go executives.
Avoiding common email marketing mistakes will ultimately drive better campaign ROI.
Dell strives to better target its customers and market its brand.
Marketing experts agree that gamification drives powerful and prolonged consumer engagements. But is the technology too new to invest in?
Tim Anderson, SVP of retail and foodservice, Challenge Dairy, on the company's use of engaging, interactive marketing.
These apps do the trick when it comes to interactive gamification.
Jennifer Barrett Glasgow, global privacy leader, Acxiom Corp., discusses privacy concerns among global marketers.
Beiersdorf AG's skincare brand Nivea wanted to make a splash upon its 100th anniversary this year, kicking off a one-and-a-half billion dollar global multichannel campaign in 96 key markets — its largest global promotion ever.
To grow their scale beyond borders, marketers must negotiate a maze of channels, data and cultures .
Hospitality and travel company Carlson relaunched its Goldpoints Plus hotel loyalty program on March 31. The revamped Club Carlson loyalty program featured free in-room Wi-Fi, no blackout dates, rollover nights and complimentary room upgrades, among other benefits.
Competition among loyalty programs is more intense than ever, but are consumers cooling to them?
As marketers begin to connect the dots between their integrated programs' online and offline elements and tag offline elements with digital components, they are on the cusp of attaining fully measurable cross-channel initiatives.
Mark Krebs, VP of marketing at Kirkland's, discusses his company's integrated marketing media mix.
With the explosion of media choices, today's consumers are everywhere at once — and yet, never in one place for very long.
As DRTV marketers move well beyond their own traditional medium, companies that were built as shop-from-home cable TV networks are doing the same, broadening the appeal beyond TV. HSN (formerly the Home Shopping Network), QVC and ShopNBC have all enhanced sales capabilities online and through mobile devices.
Marketers are integrating their DRTV strategies with online tactics to grow consumer response and improve measurement capabilities .
Company of the week
As the leading source for direct marketing youth data, alloyASL connects your brand to consumers with extensive and unparalleled industry expertise in data content, aggregation and analytics of the youth, young adult and student demographics.
Retailers' Thanksgiving Day sales pitches came in heavy via email.
Key passages from the mailing industry's anti-exigency appeal to the Postal Regulatory Commission.
The fast casual restaurant chain relies on digital to drive in-store traffic and sales for its seasonal menu.