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This Campaign by Sheba Wants to Help Put Cat Lovers Back to Sleep

Sheba is enlisting sleep experts to help cat lovers go back to sleep after rude awakenings by furry friends.

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4 Tips for Targeted Customer Acquisition Marketing

Customer acquisition is the most expensive part of marketing, but no company can afford to abandon marketing for new customers. Acquisition marketing is essential, but brands must find a way [...]

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The Grand Reopening of the U.S. Economy Will Happen, Plan for It

We are in uncharted territory, much as we were in previous economic downturns and recessions. Yet, do know, another expansion will follow … eventually. There will be a grand reopening [...]

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Optichannel Marketing Campaigns Get an Additional Boost With Direct Mail

Not every brand has a big brand's marketing resources. Here's are two case studies in how optichannel marketing is being used at a more reasonable level of investment by real, [...]

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3 Ways to Derive Actionable Sales Insights From Content Marketing Data

Nearly all businesses these days are aiming to build content marketing strategies that enable them to “rise above the crowd” or “be heard above the noise.” Whether they’re succeeding or [...]

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5 Big Changes in B2B Buying Behavior

If you’re a B2B marketer — especially a services provider — your environment is about to be upended. Customers are changing, and so are the ways they buy. I’ve been [...]

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Marketers, Are You Going OOH With Data? Let Consumers Know Why

Mobile, social, and other digital media are increasingly connected to OOH advertising. One of my pet peeves is that when I’m in my home or office, or out and about, [...]

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How to Use Sentiment Analysis to Transform Your Digital Marketing Strategy

The goal of sentiment analysis is to increase customer acquisition, retention, and satisfaction. Moreover, it helps put the right brand messaging in front of the most interested eyes.

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Think of Food Nutrition Labels. Now, There’s Audience Data Labeling

This summer — this “nutritional” label for commercially available audience data, which vendors, agencies, advertisers and publishers can use to understand the sourcing of targeting data and how it is [...]

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What’s the Price on ‘My Data’? Let the Marketplace Set the Rate

A bipartisan bill in Congress would assign the U.S. Securities and Exchange Commission with the task of determining what consumer data is worth; at least when it comes to Big Digital [...]

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How Will Your Audience Receive Your New Product?

Product innovation is necessary for every company to grow and evolve in a competitive market. But if your audience “doesn’t get” your new product, success is much less of a [...]

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Solving the Puzzle of a Medicare Age-in Strategy

As Medicare acquisition marketing gets harder, the next frontier will evolve. In this next stage, growth strategies are likely to swap to more of a robust age-in strategy. Getting the [...]

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Personas, Be Gone: 1:1 Marketing Revisited

Soccer moms, coffee house professionals, gears-and-gadget guys — in the world of data marketing, the audience personas available to select from enterprising data vendors go on and on and on. [...]

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Why Behavioral Science Is Critical to Marketing and Research

What if we could identify consumers’ underlying emotions or motivations to improve our understanding of whether they were actually going to purchase a product? Over the past few years, marketing [...]

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Are Your Data Decisions Sending the Right Message?

The old way of “house-holding” is relevant when making household purchases, like cable service. But, it’s not relevant with making individual purchases, like shoes. Today even a 3-year-old child has [...]