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In Part 1 of this article https://chiefmarketer.com/direct/non-print/data-listtalk-0415bnv9/index.html I made the point that IT departments almost always think they can—and should—be responsible for the marketing database.

What can large B-to-B businesses learn from the techniques that small business owners know so well?

Headlines from the industry. To receive daily updates please visit the Digital Moses fan page

Headlines from the industry. To receive daily updates please visit the Digital Moses fan page

Uni-ball has typically been a broadcast kind of brand, running TV spots to show how its pens are better than its competitors—in both price and performance. But the brand has made a major change this year, migrating all of its spending on broadcast media to a social and digital program, supported by an overarching national retail promotion.

This morning, Facebook and American Express announced that cardmembers will now be able to pay for Facebook ads using Membership Rewards points, marking the first time any company has connected a rewards program to advertising spend. It is also the first time, to our knowledge, that a rewards program was used to generate demand for goods and services, rather than cutting costs, which is what most programs are designed to do.

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NASCAR’s first social gaming experience makes another good case study of how to introduce an online game, ensure that game play spreads virally across social media and builds loyalty and repeat visits by rewarding players.