Consumers using a personalized coupon from a boating company spent twice as much as those using a static coupon from the same company, according to Trekk Cross-Media.

Author Frank Romano reports a 500-percent increase in response rates when marketing pitches feature customized information about recipients.

With calls for executive accountability increasing, major marketers are learning to speak a language that only a CFO
could love.

By: W. Eric Martin

Used to be, marketers had only a few basic questions to ask and answer, from What are my consumers like? to How can I help them?

But …

A San Diego retail center turns to a creative direct mail campaign to lure shoppers for the holiday season

By: Aaron Dalton

San Diego Santa just wouldn’t be enough.

Sure, city officials in San Diego knew they had a hit on their hands when they decided to give Santa Claus a …

As the reach and immediacy of the Web make it tougher to safeguard brand image, new services are helping marketers play better defense

By: Linda Formichelli

As marketing tools go, the Internet is easily the keenest of double-edged swords in any company’s arsenal. The same scope and timeliness that lure …

The financial services industry is pushing hard to tap into the growing Latino market. But making a connection means more than speaking their language

By: Samar Farah

Serving the coffee is only the smallest touch.

Still, when employees at branches of the Eastern Financial Florida Credit Union …