Michael Fisher

Heather Fletcher is senior content editor with Target Marketing.

Apple’s customers didn’t want that free U2 album on their phones and they let the company know. But what would’ve prevented that marketing problem is listening to what customers say in the first place. Research his company released at DMA2014 in San Diego says so, intones Michael Fisher, president of Yes Lifecycle Marketing, an Infogroup company. In this video, Fisher reveals how to fix marketing departments to Heather Fletcher, senior editor of Target Marketing.

Keeping track of trends in behavioral targeting is a study in contradictions. While businesses are wary of controversy, they're crowding into this space of tracking consumer behavior. And while consumers dread being tracked online, they resist barriers to "free" content. Here to clear up a few misconceptions and provide an update on the contested but increasingly popular practice are...

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