A new mobile program is boosting brotherhood, scotch consumption and the e-mail database at Chivas Regal. It’s also serving to rejuvenate the spirits brand by promoting it to a younger audience, according to Laurent Cutier, senior brand manager for Chivas Regal at Pernod Ricard USA.
Five-week campaign targeted users who’d just bought a new Verizon iPhone
Smartphone users pay attention to—and are moved to act by—mobile advertising: That’s one of the findings of a new study sponsored by Google
There's a temptation for direct marketers to approach mainland China as just another collection of 1.34 billion potential customers. The English language has a word that describes this tactic. Failure. To illustrate a simple yet significant difference between Chinese consumers and westerners, consider how the U.S. direct industry would fare if people didn't have ready…
Here’s a sign of the times: K&G Fashion Superstore’s loyalty program has captured physical and e-mail addresses since 2007. But when the retailer implemented a new point-of-sale system in 2010, its marketing executives knew mobile had to be priority.
Apparently two things are inevitable when you cover new marketing technology as much as I do. First, you become attuned to the point at which technical explanations no longer make sense, and you have to look for help in dumbing it down to their ...
Welcome to Broker Roundtable, where each week we ask list brokers to give their opinions on issues that matter to the marketing community. This week's question: How does the increasing sophistication of mobile devices affect data collection?
As the separate successes of Groupon and LivingSocial have shown, people are hot for deep discounts on local purchases from dining to sky-diving to laser hair removal. In most cases, those deals are bought on the Web or over an app and delivered via email; they usually stay available for 24 hours and can be…
Mobile commerce is often great in theory and hideous or frustrating in practice. Not only are the screens small, the product shots hard to see and the checkout pages difficult to type into
It was February when rapper Lupe Fiasco twittered his large base of followers that something big would happen in New York’s Union Square on a certain day. About 2,000 fans gathered, most expecting to see Fiasco perform, but were instead greeted with a ...
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