BY: Erin Taylor, Director, Direct Marketing

“For ALLTEL, direct marketing means being relevant. It means delivering value to customers - as they perceive value. It’s the difference between providing a ’service’ that has real value and simply ’selling’ a product; between opening a dialogue or ending a conversation for good. …

GM harnesses the horsepower of CRM

BY: DAN GRANTHAM

When you’re the world’s largest auto maker, your challenges are a little bit bigger. Sales goals? Bigger. Income targets? Bigger. Marketing budgets? You guessed it. So, if you can find efficiencies in that marketing budget, a better way to target the …

By: Patrick O’Connell

This is always an odd part of the year for me, being a corporate advertising guy. It is the time of year when we see some detailed presentations, do some thinking and planning, and commit huge amounts of money. All eyes are on the commotion in New York …

Branded content gets consumers’ attention

BY: Tanya Irwin

More and more companies are executing branded content strategies as an effective way to engage customers and prospects. Creating an editorial environment for a brand that informs and entertains its target consumers not only boosts the time they spend with that …

Capital One campaign boosts brand awareness and customer loyalty

BY AMY LYNN SMITH

What’s in your wallet? For millions of Americans the answer is simple: a credit card from Capital One. From relative obscurity, the company has risen to become one of the leading players in the financial services industry, …

Canon reworks consumer communication strategy

BY: BARBARA SCHMITT

Having an informational dialogue with customers at all points in the purchase cycle helps companies forge brand connections and promote loyalty among consumers.

Canon U.S.A. takes this approach with an integrated marketing program that communicates customized product information each month to buyers of …