Direct response marketing typically hammers a message relentlessly through one channel at a time, but Fujifilm brought its F-30 and V-10 digital cameras direct to consumers in early June by starting conversations both on-air and online.

In an age of fragmentation and user controlled media, even door-to-door salesmen have to adjust their pitches.

What is performance marketing?  Just a sexy new label for direct marketing and a raft of related sub-disciplines? It might well be. But the tactics and strategies of this growing marketing discipline are becoming part and parcel of many digital media and marketing strategies. OMMA explores the art and science of performance marketing as a response to an increasingly fragmented mediaverse in which consumer-generated and consumer-controlled media grow more pervasive by the day. How do marketers plan to initiate a sustained dialogue with consumers? Performance marketing experts are trying to figure it out, tweaking and …

It's impossible to get through a day of news and blogs without mention of MySpace, YouTube, or Facebook.

Targeted channels show the strongest growth Spending on below-the-line (BTL) media — targeted channels such as online, search, direct mail, direct response TV (DRTV), direct response print, inserts, and promotions — is growing at a faster pace than spending on more mature above-the-line (ATL) counterparts, which include television, radio, newspapers, magazines, and yellow pages. According to “Tracking the Trends: A Comparison of Above-the-Line & Below-the-Line Expenditure Trends,” by v12 and Winterberry Group, BTL spending is projected to grow an average of 7.8 percent annually from 2003 to 2007, compared with 5.5 percent average annual growth …

Traditional advertisers could learn a thing or two from search marketing

When you hear about a good case study on an e-mail campaign, all too often it's just that--an e-mail campaign.

If you're reading this story to get tips for an online back-to-school campaign--well, you're kinda out of luck.

The major search engines have done a great job of creating and crafting the concept of the Duplicate Content Bogeyman.

As chief marketing officer of Visa USA, Susanne Lyons orchestrated the launch of the credit card company's first new brand campaign in 20 years.