Mark Smith

Heather Fletcher is senior content editor with Target Marketing.

If today's consumer could be summed up in one word, it might be "fickle." In a world where it's completely normal for a person to simultaneously "window shop" online, read product reviews on a smartphone and crowdsource opinions from friends on Twitter, brands are realizing the power—and necessity—of individualized, in-the-moment offers to help them rise above the din and truly set them apart.

As more marketers jump into integrated 
mobile marketing, QR Codes are becoming standard fare. The following are some quick guidelines to consider when designing and implementing QR Codes in your marketing.

This plummeting cost of digital storage is not the primary cause of the mental opt-out phenomenon, but it is one of the reasons marketers need to pay more attention than ever to following good email marketing practices.

With the intention of reaching as many customers as possible, companies often execute mass marketing campaigns that prove to be costly and ineffective, sometimes even backfiring when they target customers with the wrong message.

The Scotts Miracle-Gro Co. of Marysville, Ohio, knows for a fact that there are people who enjoy watching grass grow. The company's even weeded out the ones who enjoy it so much that they want as much information as they can get about how to make it grow taller, thicker and greener.

Many companies think they already have a customer relationship management system. But what they may have is a product-centric, rather than a customer-centric, system. Meanwhile, what they already have can be retrofitted to perform to today's integrated marketing standards.

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