Q&As

Direct marketers usually aren’t very creative about how they take advantage of their marketing databases. Sure, modern marketing databases are used to make general decisions about whom to promote. Typically this is done with rules-based logic such as recency, frequency, monetary value (RFM) cells or—even better—with statistics-based predictive models. However, this is just scratching the surface of what a modern marketing database can do.

Brands are using scavenger hunts as productive ways to interact with customers, but also as a means to educate people about products or services. Here are some recent examples from Chrysler, Cathay Pacific and Starbucks.

New research by Convario shows that mobile search and attribution modeling across multiple digital media types are the two most important issues to search marketers in 2012

The Catholic Charities Archdiocese of New Orleans is revamping its direct mail strategy to better promote its nearly 50 programs both to donors and prospects.

A revamped trade show booth that engaged nursing professionals with the brand boosted sales and customer relationships for medical technology marketer Hill Rom Holdings Inc.

Franchise Services Inc. brands Sir Speedy and PIP Printing and Marketing Services are using custom printed direct mail pieces to promote their range of services.

Simply put, says David Robidoux, vice president of marketing services: “We’re using PURLs to sell PURLs.”

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: What new list segmentation trends do you expect to see going forward?

Almost every CMO went into Black Friday and CyberMonday with one thought in mind: shoppers are more price-sensitive than ever before. But what actually happened on Black Friday and CyberMonday radically shifted the conversation. Consumers spent like mad—online and on mobile devices.

Chief Marketer talked with Bob Maggiore, newly-named CMO for the Adidas Group’s TaylorMade Golf subsidiary, about the challenges and benefits of keeping customers buzzing about your products year-round

At one time, the terms most frequently heard when instore marketers convened were most likely shelf talkers and But two October conferences in Chicago