Marketers are finding the current political climate a difficult one to judge, and this week’s controversy about a Pepsi ad featuring model Kendall Jenner clearly illustrates that. The brand itself admits it “missed the mark” with the ad showing Jenner joining a nondescript political rally and handing a can of Pepsi to a police officer.
Use data-driven personalization to create more intimate customer communications. By Michael D. Nelson There's a good deal of talk about personalization in direct marketing, made possible by the convergence of data intelligence and digital communications technology. We now have the ability to personalize Web pages, direct mail and e-mail to individuals, but does that capability translate to increased response rates and more intimate customer communications? Or is it just more marketing gimmickry? It depends on how you define personalization. According to Webster's Dictionary, personalization means: "to have printed, engraved or monogrammed with one's name or initials." If this is what we're doing—dropping names on