Vertical Feature

Walgreens checks in with Foursquare for a mobile coupon program

Walgreens checks in with Foursquare for a mobile coupon program

Walgreens shoppers who check in through Foursquare are offered a unique, scannable coupon, which they can redeem at the point-of-sale.

Grocery retailers check out digital coupons with mixed approaches

Grocery retailers check out digital coupons with mixed approaches

Like all online endeavors, maximizing the value of digital couponing requires more sophisticated infrastructure and data sharing than many stores currently have.

Automotive brands are test-driving new marketing strategies

Automotive brands are test-driving new marketing strategies

Today, auto manufacturers are incorporating elements such as social media contests and outreach to distinguish their respective brands.

Jaguar Land Rover aims to increase customer retention

Jaguar Land Rover aims to increase customer retention

Jaguar Land Rover is leveraging cutting-edge technologies to retain customers in an after-sales environment.

Tourism boards use social media for broader reach, better targeting

Tourism boards use social media for broader reach, better targeting

Forget about dog-eared road maps and catchy television jingles. These days, travelers are turning to social to map their route.

Idaho tourism gains success with digital campaigns

Idaho tourism gains success with digital campaigns

Dubbed "Adventures in Living," Idaho tourism's campaign asked contestants to nominate a family member in need of a vacation.

The young and the hip drink in rum brand's messaging

The young and the hip drink in rum brand's messaging

Flavored rum brand Sailor Jerry leveraged a series of very cool events to promote liquor to millenials over 21.

Brands must entertain young audiences to drive engagement

Brands must entertain young audiences to drive engagement

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Marketing efforts targeted toward savvy, demanding millenials need to foster engagement through entertainment.

Indiana University taps into students' individual stories

Indiana University taps into students' individual stories

Indiana University was looking for a way to enhance and increase the effectiveness of its prospective student outreach, so it turned to Compendium.

Nonprofit colleges and universities develop for-profit marketing tactics

Nonprofit colleges and universities develop for-profit marketing tactics

As universities and community colleges face stiffer competition from each other, as well as new channels like online learning, higher education institutions are embracing digital tools and technologies to target students with more personalized campaigns.

Horizon expands outreach to Hispanic community

Horizon expands outreach to Hispanic community

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Horizon Blue Cross Blue Shield of New Jersey knew it needed to better reach out to the Hispanic community. The question was, 'How?'

Obamacare accelerates changes in insurance industry's marketing strategies

Obamacare accelerates changes in insurance industry's marketing strategies

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With Obamacare provisions soon to take effect, insurance companies need to be more adept at b-to-c marketing than ever.

B-to-g marketers leverage social media to build relationships with federal employees

B-to-g marketers leverage social media to build relationships with federal employees

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B-to-g marketers use social media just like many other marketers do. It's all a matter of targeting and fostering relationships — not solely sales.

Social media channels draw potential customers

Social media channels draw potential customers

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One of the core issues with social media marketing to the government is that few marketers know how to quantify its value.

NBA reaches out to Latinos

NBA reaches out to Latinos

The NBA launched a Spanish-language league website, but it wasn't a slam dunk until they did research into its Hispanic customer base.

Brands struggle to maintain multicultural e-commerce portals

Brands struggle to maintain multicultural e-commerce portals

Despite the increasing multicultural nature of the U.S. population, brands have difficulty maintaining websites specifically designed for multicultural e-commerce.

Financial marketers neglect social media as a direct response marketing channel

Financial marketers neglect social media as a direct response marketing channel

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Despite the need to connect with consumers across multiple channels, financial services institutions still don't view social media as an effective direct marketing channel.

Integrated campaign yields double-digit growth

Integrated campaign yields double-digit growth

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Last September, Huntington Bank launched a multimedia campaign online and across direct channels explaining the value of Asterisk Free Checking with impressive results.

Insurance marketers leverage targeted marketing

Insurance marketers leverage targeted marketing

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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

Targeting is all in the timing

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Hiscox USA found that when it sent its direct mail was almost as important as the recipient.

Red Cross drives gift-giving

Red Cross drives gift-giving

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The American Red Cross launched a multichannel year-end campaign to allow consumers to buy regular gifts for loved ones through a gift catalog that places these items side-by-side with gifts and services for those less fortunate.

Direct-mail heavy nonprofits apply an integrated approach

Direct-mail heavy nonprofits apply an integrated approach

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Direct mail has long been the prime channel for nonprofit organizations looking to raise funds, but as charities move into 2012 and beyond, marketers say marrying these messages with outreach through other media is becoming an essential part of the nonprofit marketing mix.

Auto dealer drives ROI with Facebook, out-of-home ads

Auto dealer drives ROI with Facebook, out-of-home ads

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For five years, dealership Ball Automotive Group shirked in-mall advertising as a means to lure consumers for a test drive.

Alternate spin on digital interaction 
steers auto brands' campaigns

Alternate spin on digital interaction 
steers auto brands' campaigns

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Some marketers may balk at the expense of Volkswagen's videogame for Microsoft Corp.'s Xbox to support the launch of the 2012 Beetle. However, Volkswagen of America EVP and chief product and marketing officer Tim Mahoney says the game — which mirrors the campaign's 
TV spots, showing consumers driving around in a Beetle and giving passersby high-fives — "seemed ideally suited to reinforce 
the TV spot."

Travel sites partner with daily deals to 
lure consumers in rocky economy

Travel sites partner with daily deals to 
lure consumers in rocky economy

As Americans gear up for the holiday travel rush, there's a chance the guy in the next seat didn't just book a cheap flight online — he may have booked a whole luxury getaway at a discount.

Webisodes promote AT&T

Webisodes promote AT&T

Alex Boylan, a winner of CBS' "The Amazing Race," thought up the idea of traveling around the world with no money and recording the experience for a series of Web episodes.

Marketers shift efforts to 
responsive Boomers

Marketers shift efforts to 
responsive Boomers

As the first Boomers have begun to hit 65, the generation that turned so many institutions on their heads is poised to do the same with retirement. Consumers born between 1946 and 1964 are more active, better educated and living longer than their parents, with Boomer women leading the way.

Merrill Lynch eases retirees

Merrill Lynch eases retirees

Marketers like to portray retirement as a permanent vacation, cocktail in hand. But after the recession, as worries about what would happen with savings kicked in for many Boomers, it became clear to Merrill Lynch Wealth Management that consumers wanted straight talk and real solutions.

Rubbermaid trusts reviews

Rubbermaid trusts reviews

Since 2008, Rubbermaid has been using social commerce service provider Bazaarvoice's Ratings & Reviews program, which allows customers to comment and post reviews of the company's products on its site, as well as syndication of the reviews to retailer sites like Walmart.com.

CPG brands dive headfirst 
into digital sphere

CPG brands dive headfirst 
into digital sphere

While consumer packaged goods (CPG) marketers have not embraced digital marketing strategies as quickly as marketers in other sectors, that looks poised to change.

B-to-g marketers shift focus to 
digital and social channels

B-to-g marketers shift focus to 
digital and social channels

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Business-to-government marketers must beware the bulk. Direct mail no longer headlines the b-to-g marketing mix. These days, print performs as a role player, supplementing a more integrated strategy that pivots on digital channels

Deloitte builds awareness

Deloitte builds awareness

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Government-driven marketing pivots on engagement. Because the process to attain a government contract can take longer than 12 months, b-to-g companies have increasingly adopted digital marketing as a means to remain top-of-mind with their targets.

Household brands observe parents' needs in defining segmentation tactics

Household brands observe parents' needs in defining segmentation tactics

As households brace themselves for the annual back-to-school shopping season later this summer, marketers will rely on digital media, and in particular social media, to reach time-starved parents. Those efforts are evolving well beyond merely "friending" favorite brands.

Elmer's seeks out crafters

Elmer's seeks out crafters

Elmer's Products wanted to target moms ages 25 to 55 interested in crafts and scrapbooking for the launch of an Elmer's and X-Acto line of crafting supplies, sold exclusively at Wal-Mart stores.

Marketers tackle America's multiethnic culture with tuned in campaigns

Marketers tackle America's multiethnic culture with tuned in campaigns

The populations of Hispanics and Asians in the US have each increased more than 40% in the last decade, a fact that has not escaped the country's marketers. The 2010 US Census data revealed that 16.3% of the country's population is now Hispanic, while Asians comprise 4.8% but is the fastest growing group.

Girl Scouts recruits Latinas

Girl Scouts recruits Latinas

Girl Scouts of the USA launched a multichannel campaign geared toward increasing Hispanic child and parental participation in July 2010. The campaign, "Real World Experiences," highlighted the weekends of two Latina girls, one of whom participates in troop activities and one of whom stays at home.

Depth of targeted marketing programs varies among healthcare sectors

Depth of targeted marketing programs varies among healthcare sectors

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Windsor Health Plan recognized it had a short window to legally attract new members to its Medicare Advantage health plan during the three-month fall marketing period last year, so the company applied predictive response modeling to quickly find its best prospects.

GHS drives colonoscopies

GHS drives colonoscopies

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Greenville Hospital System University Medical Center (GHS) launched a multichannel colorectal cancer screening campaign in conjunction with national colorectal cancer awareness month this past March. Jackson Marketing Group developed and executed the hospital system's vision.

Education marketers find there's no 
longer any room for an off-season

Education marketers find there's no 
longer any room for an off-season

Education industry marketers are communicating frequently with both parents and students to acquire and retain customers, and they're using a mix of traditional, 
e-mail and social media to do so.

Social sites reap sales leads in education

Social sites reap sales leads in education

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Education sector b-to-b brands know that librarians benefit from collaboration and networking with their peers. However, education professionals are often difficult to reach through social media because many school districts have policies that restrict their employees' activity on Facebook and Twitter.

Financial industry focuses on customer 
engagement in retention programs

Financial industry focuses on customer 
engagement in retention programs

Financial services companies are making investments in direct marketing 
programs that aim to boost loyalty among their customers — many of whom have become suspicious and angry with the industry for their part in the financial crisis.

Rebrand stresses simplicity

Rebrand stresses simplicity

Lakeland Bank is the third-largest commercial bank in New Jersey (based on assets of $2.7 billion), but the company felt its brand identity could be stronger, particularly among younger customers.

Insurance marketers broaden reach by expanding into new channels

Insurance marketers broaden reach by expanding into new channels

Insurance marketers kicked off 2011 with a plethora of new direct response campaigns, from TV spots to Facebook sweepstakes.

Health insurer exceeds goal

Health insurer exceeds goal

Part of the Obama administration's health reform legislation shortened the annual marketing and enrollment period for Medicare Advantage, from six months to three months.

Marketers strike a balance between skeptical teens and their cautious parents

Marketers strike a balance between skeptical teens and their cautious parents

As the teen segment continues to grow, marketers are getting more creative in how they reach out to these plugged-in skeptical consumers.

Web series engages teens

Web series engages teens

Kmart's marketing team wanted teens to think of its exclusive clothing lines when it came time for back-to-school shopping.

Direct mail continues to deliver top rewards in nonprofit industry

Direct mail continues to deliver top rewards in nonprofit industry

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Nonprofit marketers continue to rely on their long-standing marketing strategies, direct mail in particular, even as they move to integrate other online and social media elements into their fundraising arsenals.

Case Study: Habitat tests new mailers

Case Study: Habitat tests new mailers

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Consumers associate the hands-on, outdoor work of Habitat for Humanity volunteers, who build homes for the underprivileged, with warm weather.

B-to-b marketers warm up leads through digital automation

B-to-b marketers warm up leads through digital automation

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As many marketers face tighter budgets, the age-old b-to-b dilemma of targeting the right person in a revolving-door business environment, automating data processes can greatly improve lead generation.

Case study: Corensic Optimizes Search

Case study: Corensic Optimizes Search

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A Seattle software development company incorporates data from online campaigns into lead generation profiles.

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