Direct marketing is marketing that is directed straight toward the customer. The focus of direct marketing messaging is on the customer, data, and accountability. Though it can be through any medium, including e-mail addresses, mobile numbers, or social media, direct marketing’s target is always the customer. A major benefit to direct marketing is that it is highly measurable and this measurement is a fundamental element of a successful marketing strategy.
The Left Brain Model: The Right Demand Generation Model for the Brave New World of B2B Marketing
Marketing is evolving and B2B marketers that fail to embrace this change will become irrelevant. Neolane is pleased to provide this analyst report, courtesy of Left Brain Marketing, on the demand generation model for the new world of B2B marketing.
Aberdeen Group: Offer Optimization – Using Customer Analytics to Improve Marketing Performance
This report focuses on how you can harness the power of customer analytics and thereby gain deeper customer intelligence, the ultimate tool that can help you understand your customers and market to them.
2012 Trends to Watch: Marketing
1to1 Media – December 26, 2011
This article discusses new trends to watch in 2012, in particular new technologies for customer engagement and improving the multichannel customer experience.
Social Splashes: Google, Flash Mobs and Metrics, Oh My!
BtoB Online – December 14, 2011
This article analyzes the trend of social media, beginning when Google first jumped into the social media scene. Marketers understand that they need to be where their customers are in order to reach them. Google understands this too, and so joining in the social media space race was an inevitable next step for them.
Beyond the Silo: E-Mail Marketing for Today
adotas – November 28, 2011
“Managing disparate technologies not only drains resources, but eventually becomes an obstacle to optimizing customer experiences and accountability,” according to independent industry research firm Forrester Research. This article discusses the downside of channel silos and new e-mail marketing methods.
Four Steps for Making Facebook Marketing Work
Forbes – November 28, 2011
As Facebook relies purely on ad revenue, but doesn't make much effort for the success of advertisers, most marketers aren't sure how to approach Facebook. This article gives four effective approaches for using it.
Make Social Media Relationships Profitable
MediaPost News – October 7, 2011
This article is about applying some tried and true direct marketing techniques to social channels in order to convert anonymous fans and followers into personal, sustainable, and profitable relationships.
Improving Data Quality Can Help Increase Deliverability Rates
B2B Email Marketing – September 19, 2011
This article presents best practices tips for reaching one of the most critical steps toward email deliverability improvement: data quality.
Eureka! Turning Social Data into Golden Customer Relationships
Direct Marketing News – September 7, 2011
Customer interaction data that can be drawn from social media channels like Facebook and Twitter is becoming more accessible to marketers. This article focuses on how to turn mere social media interactions into quality data that can be used to cultivate customer relationships.
3 Email Marketing Traits That Enhance Customer Engagement
1to1 Magazine – July 25, 2011
Distinguishing marketing signals from marketing noise grows more difficult every day. Here, 1to1 Magazine presents three helpful email marketing tactics focused on customer engagement.
Social Media Marketing: 8 Tactics to Measure and Improve Facebook Results
MarketingSherpa – June 23, 2011
Social media marketing is hailed as an inexpensive way to engage an audience. But how many marketers know the amount of revenue they've generated from Facebook? This article explores eight important tactics marketers can implement to get the most out of Facebook.
'Julie; Brings Breath of French Air to Direct Customer Service
Direct Marketing International Magazine – May 3, 2011
The world of marketing is acutely aware that response rates to traditional direct marketing campaigns are declining. This article looks at how to stay relevant and connected to customers.
Neolane Launches Social Marketing App
destinationCRM.com – March 31, 2011
This article offers a look at the new social application available within Neolane’s conversational technology platform, which enables marketers to engage with customers on a one-to-one basis through social media platforms.
>Neolane Adds Social Engagement Features
BtoB – March 30, 2011
Neolane has recently enhanced its social media suite by adding Twitter and Facebook posting management, email sharing, and social permission management. This article explains how these tools help inform lead generation and enhanced one-to-one communications features.
>Conversational Marketing: The Next Phase of Customer Engagement
E-Commerce Times – March 25, 2011
With the continued emergence of new technology and channels, including social media, mobile, avatars and more, the relationship between brands and their customers and prospects has been changed forever. This is a look at the shift marketers are making to conversational marketing, which is built on heightened activity and personalization.
Vertical Deep Dive: Demand Generation Strategies for Financial Services Marketers
DemandGen Report – February 23, 2011
This article argues that the financial services industry needs to embrace conversational marketing by building and sustaining personalized lifetime dialogues across all marketing channels.
Deliver Magazine: Something to Chew On
Delivermagazine.com – April 30, 2010
This article illustrates Neolane's capabilities as a leader in enterprise marketing software by using their Baseball Card campaign as an example of directly connecting with their customers. "I think people are intrigued about opening something," says Kristin Hambelton, VP of marketing at Neolane. "It's this whole childhood mentality of ‘Oh, I got a little present. I want to open it.’"
Direct Mail’s Dynamic New Look
1to1 Magazine – November 18, 2009
This article looks at e-mail marketing, the new world of customer personalization, and how Bates Worldwide paid special attention to this new world.
Qualified Leads Can Boost Direct Marketing Effectiveness, Expert Claims
ThomsonLocal – July 20, 2009
Stephan Dietrich, president of Neolane, has claimed growing business owners should collaborate with a sales team on the leads they will use to measure the efficiency of campaigns. This article argues that direct marketing effectiveness can be increased by agreeing on qualified leads before a campaign launches.
Winning E-mail Subscribers in a Down Economy
Forrester – December 24, 2008
Email is resilient in a challenging economy because of its cost-effectiveness, speed-to-market, and direct reach. This article focuses on shifting acquisition tactics as a key topic marketers need to focus on in their email campaigns.
B2B2C – Marketing with and Through Agents, Dealers and Brokers
This webinar discusses the unique challenges faced by marketers in the B2B2C industry and technology that can support their efforts. Guest speaker Suresh Vittal, Vice President, Practice Leader – Customer Intelligence, Forrester Research Inc., will discuss the unique challenges faced by marketers in these industries, as well as the technology that can support their efforts.
Archived Webinar: Conversational Marketing: Creating Exceptional Customer Experiences Seamlessly Across Inbound and Outbound Channels
In this webinar event, guest speaker Joe Stanhope, a Senior Analyst with Forrester Research, Inc, applies marketing intelligence from inbound and outbound channels to show how you can deliver highly relevant and engaging cross-channel experiences.
DMNews Webinar: Understand and Practicing Personalization
Marketers know that personalization drives better results, but evidence suggests that marketers are not going far enough to actually make their campaigns relevant to individual customers and prospects. This webinar will help you better understand personalization and learn how to effectively and efficiently put it into practice in your own marketing efforts.
"When the Four Ps of Marketing Aren't Enough" Webinar
This webinar that will help marketers better understand how to use the various marketing channels and leverage data across channels to increase customer retention, drive new customer acquisition, and improve marketing efficiency.
In this exclusive webinar event, Mathieu Staat, Customer and Relationship Marketing Director of AccorHotels.com, will discuss Accor's enterprise-level strategy to improve online communication with customers and prospects and drive travel bookings.
Archived Webinar: Crack the Code - Getting C-Suite Buy-In for Your Marketing Tech Purchases
In this webinar, join Suresh Vittal, vice president and practice leader of Forrester Research, as he discusses his recent research on marketing technology adoption and the buying process.