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For Sponsorship information contact: greg.zalka@haymarket.com

Customer Profiling

Using today's technology allows brands to know their customers as never before. It doesn't stop at personas or audience segments. The potential to track identities across channels and devices, integrating online and offline behavioral data with CRM records and first-party PII, holds out the promise of that holistic, 360 degree view of the customer which is one of marketing's holy grails.

Sponsor Deadline: April 6  
Launch Date: April 13


Marketing Tech
With around 6,000 vendors in market, from tiny start-ups to massive heritage players like IBM and Oracle, the marketing tech jungle is all but impenetrable. Invest big dollars in an end-to-end suite, or collect best-of-breed point solutions and hope they work together? Develop an integrated, top-down tech investment plan, or let business units grab tools on the go? The questions are never-ending, but clear heads can find some answers too.

Sponsor Deadline: April 28  
Launch Date: May 11

Direct Mail
Far from being the dinosaur of brand marketing, direct mail is very much alive and well. Postal isn't going away anytime soon, and one of the best ways to develop a real relationship with customers is by putting marketing messages right in their hands. But that doesn't mean direct mail is untouched by digital disruption, from (near) real-time personalization of content to leveraging all that rich first-person data to support marketing efforts in other channels.

Sponsor Deadline: May 29  
Launch Date: June 14


Data Quality
There's certainly no shortage of data these days, but how much of it clean and actionable? Are you buying lists packed with duplicate identities and out-of-date data on prospects no longer in market? Are you leveraging unstructured data — social own the road. And we don't just mean, if they bought some sneakers, maybe they'll buy another pair. We mean aggregating deterministic and probabilistic data to predict the customer journey with unprecedented accuracy and confidence.

Sponsor Deadline: August 30  
Launch Date: September 14


Customer Acquisition
In these times of the empowered consumer, traditional outbound marketing campaigns remain important — but they're not enough. B2C or B2B, prospects are now doing their own research, and relying on a wider range of inputs than ever before. A balanced customer acquisition strategy means wrangling social channels, engaging with advocates and influencers, and above all generating relevant content, at the right time and in the right place.

Sponsor Deadline: September 26  
Launch Date: October 11


Data Analytics
It's gone way past number-crunching. Innovative machine learning techniques — often working under the hood of cutting edge solutions — make it possible to understand not only what's resonating with customers now, but what they'll be looking for further data, images, videos — or ignoring it because it's just too messy? Quantity is a cinch: Quality needs to be top of your data wishlist.

Sponsor Deadline: October 26  
Launch Date: November 9



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Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

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