Direct Marketing

Frans Riemersma is the Founder of the marketing technology consultancy Martech Tribe, author of “A Small Book on Customer Technology”, and the co-producer of the “State of Martech Report”. The story of marketing automation over the past three decades or so has largely been one of rapid adaptation to technological …

By Gil Katz  Marketing is currently going through monumental changes as AI enables enhancing, optimizing and automating many steps in the process. Following is a summary of the types of marketing activities that AI tools can help with. Each one has many providers with subtle feature variations. Looking for the …

By Paul St. Onge  Giving is an emotional decision. People support a cause because it speaks to their hearts, interests, and values. The start of a donor relationship begins by sparking those emotions. For example, the nonprofit Coast Guard Foundation set up an interactive campaign for their K-9 veterans (a …

By Richard Schenker As a lifelong Toronto Blue Jays fan, I’ve experienced all the highs and lows this team has delivered over the decades. But beyond the box scores and batting averages, what keeps us connected to our team runs far deeper than just wins and losses. It’s the moments, …

By Richard Schenker Too often, loyalty professionals with deep experience in B2C make the mistake of assuming that the design principles that apply to consumer programs will easily translate to B2B environments. While there are surface-level similarities between the two, such as the desire to influence behaviour, build emotional connection, …

By Vivian Tam The hiring landscape is complex and continues to evolve in ways that present new and unexpected challenges for businesses, including those in the marketing and creative field. Despite larger ongoing economic uncertainty, businesses continue to have important functions that require skilled talent, and projects and objectives that …

CB Insights Staff In this article, based on a special report from CB Insights, we share predictions for how generative AI and agentic commerce will transform the experience across the five stages of the customer journey. What it all shows is that shopping could soon be as simple as saying …

By Brandon Luft I can confidently say that all direct-to-consumer (DTC) brands are navigating increasingly complex terrain. Rising grocery prices, shipping costs, and looming tariff threats are squeezing margins and forcing brands to rethink the entire customer journey. At the same time, consumers expect more than ever before: faster delivery, …

Chris O’Hara leads the customer data solutions practice at SAP and is the co-author of Data Driven: Harnessing Data and AI to Reinvent Customer Engagement. By Stephen Shaw Back when mainframe computers ruled the world customer data at the individual level was kept under lock and key by the high …

In today’s hyper-connected world, audiences aren’t just buying products, they’re buying beliefs, stories, and shared values. With growing awareness of climate change, social inequality, and global crises, consumers have shifted from asking What does this brand sell? to What does this brand stand for? This shift signals a new era …