Channel | Engagement

The Zippo Manufacturing Co. staged six musical events—one per month—in China to convert buyers and build advocates among younger adults.

Today more than ever, its important to understand the best possible way to get the most out of the lists you are selecting for your direct mail campaigns.

Welcome to Broker Roundtable, where each week we ask list brokers to give their opinions on issues that matter to the marketing community.

On the heels of launching a pilot program with a platform that lets users win rewards for checking in to its hotels via location-based services, InterContinental Hotels Group has enhanced its Priority Club rewards program with a travel trivia game that lets registered members win extra points in daily and weekly contests. The introduction of…

A study of email contact with loyal customers highlights trends to help marketers perfect these communications based on how these customers behave and engage with companies to which they are loyal. That is ever more important today as consumer loyalty wanes in the wake of the struggling economy and the lure at shelf of price…

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: In the light of the foreclosure crisis and more people moving around the country to find work, are hotlines more important than ever?

When confronted by myriad choices, kids are impulsive and can sometimes be more attracted by a competitors’ brand if the packaging is more compelling. That’s why the brand has to be fully leveraged in package design to remind the child about the attributes and perceived higher value of the brand that drove them into the…

Are you incorporating social media activity into your lead scoring process? Are you creating a distinct model for each of your product lines? Are you putting your third-party data into context with prospects

Chief Marketer recently asked business-to-government consultant Mark Amtower for tips on marketing to state and federal government agencies.

Although the recession and laws restricting financial marketing have put direct mail credit offers on the decline in recent years, a rebound might be in the cards for 2011.