Preventing waste is paramount when creating an efficient marketing fulfillment program. For Columbia, S.C.-based Colonial Life Supplemental Insurance, revamping collateral management processes maximized the company’s existing investments, saved money, improved productivity and boosted the bottom line.

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Disappearing are the bold-colored suit jackets, poufy hairdos and stilted smiles that, for decades, have been plastered across newspaper pages pushing real estate to potential homebuyers. In their stead: informal blogs, online video tours and sophisticated consumer targeting.

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All the techniques, strategies and millions of dollars of knowledge are revealed in our industry’s books. Thus, a million-dollar career can be created by whoever is willing to invest in himself.

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The Brightcove Network has been in test mode for months and already is being used by media and entertainment companies such as Reuters Group PLC, Viacom Inc. ‘s MTV Networks, and Dow Jones & Co., publisher of The Wall Street Journal. Until now, only content owners selected by Brightcove could use the network. Now any media company or professional video-content owner will be able to launch a Web video channel at Brightcove.

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Are you using all the essential database tools available today? Check this list to be sure. We have learned a great deal from database marketing in the last two decades. The following is a list of the 24 essential techniques used in database marketing. Anyone who works in marketing today has to be familiar with, and be able to use, all of these methods. Test your knowledge with this checklist.

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A mention in a news article or television broadcast can have a big payoff for a little-known business. But small companies often struggle to get such media coverage.

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Brand manager? Direct marketer? PR professional? Which of these are you? If you’re in marketing today, you’re all of these people and more. The new marketing ecosystem is forcing marketers of all trades to look beyond their specific marketing disciplines and embrace a world of marketing without borders among disciplines.

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For someone who just checked into a New York hotel after being up all night on his new airline’s first Dubai to New York flight, Ian Ferguson-Brown sounds remarkably relaxed. Throw in the fact that he is launching that airline when airlines are dicey financial propositions at best, and he sounds downright tranquil. “Our mission and our vision is to change hospitality and aviation,” says Ferguson-Brown, head of brand management for United Arab Emirate-based Etihad Airlines.

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Successful marketing in today’s ever-changing business world is a difficult challenge for any company. Like other industries, the graphics world is constantly faced with changing markets, new customers, tough competitors, emerging technologies, and evolving products. So how do you market your company in the midst of so much change?

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A creative brief has one simple goal: To elicit the necessary client input needed to guide the production process. These days many advertisers seem to rush through, or skip, this process. This likely is a direct result of the rushed timelines for media campaigns and lack of proper resources.

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