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April 2014

Target Marketing April 2014 cover

Cover Story : Scions of Local Search

Andy Barton, Scion digital and interactive marketing manager, agrees the Torrance, Calif.-based Toyota brand had astronomical search engine marketing issues back in June 2012. That's when Scion leaders, national and regional, met to figure out how to drive increased traffic...

Current Features

Social Media : #WhatIsTrending

Every year, we try to be one social step ahead of the pack. Inventing a new hashtag that will catch on viral fire, like #TBT, is easier said than done. Social media is a living organism, and it's anyone's guess...

Current Columns

E-commerce Link : The Second Screen

By now, many of you have heard about second screen experiences and even may have considered them to connect with your consumers in new ways. There are a variety of definitions for second screens; although for the sake of this...

Message & Media : Stop Them in Their Tracks

Are you using violators to capture your scanner's attention and quickly transform him or her into a reader-responder? If not, why not? A violator is a powerful creative element that can be used across channels to violate natural eye flow...

Data Driven : Opportunity Unfolded

This year in "Data Driven," we're exploring the opportunities unfolding in real time within the world of data-driven marketing. The single most important change recently is a single data analyst can now drive significant value using the powerful and affordable...

Current Departments

Editor's Notes : How Do You Use Mail Today?

Last month, we looked at what media marketers plan to use in 2014, and direct mail ranked high on your list of priorities. The follow-up question was beyond the scope of that survey, but worth asking: How do you use...

Nuts & Bolts - Case Study : HA Uses Laughs, Cute Kids, for ACA DRTV

A bespectacled boy in a sweater vest and a bow tie stands in front of a classroom of elementary school students who say they are confused about the Affordable Care Act. Pointing toward what he's written in blue, pink and...

Nuts & Bolts - E-commerce : Playing the Hits Lifts Email Opens

If "Happy" by Pharrell Williams makes email recipients clap along with subject lines mentioning the song, then makes them tap along their keyboards to open the messages, that's something that might make marketers feel like that's what they want to...

Famous Last Words : Desperately Needed: Old-Time Marketing Pros

The techie Web hotshots are screwing up big time. They say the right things and do the wrong things. Example: To Marissa Mayer, the chief executive of Yahoo, fashion magazines like Vogue and InStyle have achieved the holy grail of...