Heidi Cohen

Heather Fletcher is senior content editor with Target Marketing.

It's my birthday and, if you're reading this on May 19, 2015, my employer and I are giving me the present of a day off of work. I'm giving you the present of loyalty program tips you can use to retain your customers. After all, you probably have their birthday information in your database. Experian says 76 percent of marketers collect birth dates, but only 35 percent send out "Happy Birthday" emails. It's a shame, because the research shows: "Birthday emails enjoy three times the transaction rate of regular, promotional mailings (.09 percent compared to .03 percent, respectively)."

Free stuff is free—right? Not if you’re the marketer. At Social Media Week NYC’s "Tackling the Great Consumer Attention Deficit" panel, an example of a social media giveaway campaign was shared. Respondents were offered a “free sample.” They ran the social media campaign based on the assumption that a sample cost $1. After the campaign concluded, they discovered that the true cost of the sample was about $7 per prospect. YIKES! That’s a BIG difference in expense. Now multiply that $6 increase by the total number of samples sent. Why did the sample cost so much more than they expected?

The mobile market including both smartphones and tablets continues to evolve at a rapid pace with consumers leading marketers in how they use these always-on devices. To help develop your 2014 marketing plans, here are 67 mobile facts from 2013 based on 25 market research charts. From a marketing perspective, what’s important is not just the increased ownership of mobile devices, but rather how people are using these devices to consume content, especially your marketing messages! Monthly individual smartphone global data consumption will increase from 150MB in 2011 to 2.6GB in 2016

The world of content marketing is full of mystery and intrigue with companies leveraging every possible resource to achieve a competitive advantage. In the fast changing world of digital marketing, no resource is more valued than the coveted “content marketing secret agent.” These covert content operatives perform their customer segmentation, persona development and editorial planning in the dead of night while most marketers are asleep, snug in their beds. ... You can download the e-book pdf file directly here: Content Marketing Secrets eBook.

24 Marketers Look Into The Future: To get beyond the conventional forecasts, I asked a group of leading marketers across a range of expertise for their most extreme marketing prediction for 2012. Their responses are a quick roundup that could be conveyed on a smartphone. Here are 24 extreme marketing forecasts that take a look inside the minds of some marketing leaders. Social networks will not become the dominant messaging platform, but they will drive more email use.

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