Last month, we wrote about marketers' fast-growing interest in social-networking sites as platforms for promotions. Momentum is building even as brands

(Multichannel Merchant) Forrester Research says that holiday shoppers are pessimistic this year. But BDO Seidman says that chief marketing officers at leading retailers are quite optimistic about the season.

(Direct) Today more than ever, consumers and business prospects alike subscribe to the age-old direct marketing principle WIIFM: “What's in it for me?”

Online public relations isn't simply a matter of devoting a section on your Website to press releases and the phone number of your PR contact--though that is a key, and often overlooked, tool.

London--Online public relations isn't simply a matter of devoting a section on your Website to press releases and the cotnact number of your PR contact--though that is a key, and often overlooked, tool. In a session at the European Catalogue and Mail Order Days conference in London, Katy Howell, managing director of PR firm Immediate…

So you think you like candy? Have you eaten a piece every day of your life? Author Steve Almond has, and lived to write about it.

My three-and-a-half-year-old son Jacob is quite excited about Halloween, partially because he gets to dress up as a robot (Cyborg from "Teen Titans") but mostly because of the CANDY.

Think about the last few negative political ads you’ve seen and see how they use emotion to reach their prospects. I’ve noticed that direct mail is rarely used for negative campaigning.

When it comes to analytics, is there such a thing as too much information? Very much so, and here’s a nifty trick to find out if you’re going too far: “If you can’t remember all your metrics, you are probably measuring too many,” says Bruce Detweiler Breckbill, vice president of direct sales for Lehman’s, a…

Last issue’s article, “Is Marketing ROI Dead?”, discusses how companies need to begin shifting their ROI viewpoint from campaign and product silos to a more holistic marketing performance management strategy. It advises on two key steps to begin this evolution. This article will elaborate on the first of those steps – how to determine the…