Heather Fletcher is senior content editor with Target Marketing.

Millennials are willing to pay for experiences and not only welcome marketing, but actively seek it out — as long as brands reward them quickly and handsomely for their loyalty. This is especially true of travel marketing and, as such, travel brands are partnering with fashion retailers more and more to provide those experiences and rewards.

If you were a fan of the TV series "Seinfeld" back in the 90's, you'll remember an episode called "The Opposite," where perennial loser George Costanza turns his life around by doing the opposite of every instinct in his body.

Marketers are showing continuing confidence in the state of the industry, according to latest results from Warc's monthly Global Marketing Index (GMI). The index of marketing budgets rose for the fifth consecutive month, and reached its highest value since the index began in October 2011: 54.3 (up from 52.9 in April).

Chris Ogburn is director-SMB and channel marketing for the Americas at Hewlett-Packard Co. He recently spoke to BtoB about the need for business marketers to reach out to individuals and how companies without the resources of a Fortune 10 company can take on that task. BtoB: How does HP approach the task of marketing to individuals? Chris Ogburn: You establish a relationship with the customer. You want them to trust you; you want to add value. One of the ways you do that over time is to personalize content

Warc’s latest Global Marketing Index (GMI) continues to signal improving conditions in October. The headline GMI, a metric which combines monthly responses from a global panel of marketers regarding trends they have observed in marketing budgets, trading conditions and staffing levels, recorded a reading of 52.3 this month.

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