Direct

VW’s Direct Mail Campaign Is Greater Than the Sum of Its Parts – Direct...

“Direct mail works incredibly well in the automotive space; we do a lot of email and CRM for VW, as well, but direct mail is still what people want...

With Email, One Size Does Not Fit All – Direct Marketing News

Designing one-size-fits-all email campaigns may be easier than crafting tailored messages. But not necessarily more effective. According to The 2013 Digital Marketer benchmark and trend report by Experian Marketing...

White Paper: Big Data is a Beast. But You can Tame It – Adobe

Let big data generate the huge idea. Do marketers hate big data? Not those who understand it. But according to Gartner, big data is the key to the difference-making business...

DMA: Snail Mail, Phone Beat Digital in Response Rates | Media – Advertising Age

Not only are old-school direct-marketing channels like the telephone and snail mail here to stay, the latest report from the Direct Marketing Association on response rates finds that in...

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The Marketing Role and Owning the P&L

The marketing role is always evolving.  Increasingly marketers are taking on P&L responsibility.  CMO marketing technology spend is now rivaling CIO technology spend. Gartner reported earlier this year that 75% of marketing leaders said they own or share responsibility for the P&L.  As Gartner’s Jake Sorofman said, “Over...

7 Deadly Sins of Innovation

One of the easiest ways to gauge the culture of innovative in an organization is to see how that organization deals with failure. If unchecked, failure carries a stigma that can paralyze companies from trying new things. This summer, a Swedish clinical psychologist named Samuel West...

The Tension of Data-Driven Creative

We need both art and science in marketing — the “MadMen” and “MathMen.” I think the most compelling campaigns of the future will bring together the greatest creativity and the greatest insight informed by data. But creatives and data scientists can make uneasy bedfellows....

How to Write a Creative Brief

Marketing creative can only be as good as the creative brief that went into it. Yet creative briefs are frequently one of the more overlooked parts of the creative process. Creative briefs are often neither creative nor brief. I like how Creative Director Howard Margulies...