brands

The 'New Direct:' Countering the Decline of National CPG Brands

The 'New Direct:' Countering the Decline of National CPG Brands

Tips on what a CPG brand can do to tip the value scale when consumers ask themselves, "What's the difference between this brand and the lower priced store brand?"

Is Baskin-Robbins still the flavor of the month, or can Cold Stone Creamery scoop it?

Is Baskin-Robbins still the flavor of the month, or can Cold Stone Creamery scoop it?

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We all scream for ice cream, but what two of the top ice cream chains are screaming for is a clue.

Hilton, Vanguard, and Walgreens Talk Customer Experience

Hilton, Vanguard, and Walgreens Talk Customer Experience

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The three brands share how innovation is integral to creating a customer experience that builds brand loyalty.

Brands Seeking Gay Athletes: What's The Real Game?

Brands Seeking Gay Athletes: What's The Real Game?

What the new focus on what gay players mean to marketers and pro sports.

Q&A: Scott Pinkney, SVP & creative director, BBDO/Proximity, Toronto

Q&A: Scott Pinkney, SVP & creative director, BBDO/Proximity, Toronto

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Scott Pinkney, SVP and creative director at BBDO/Proximity in Toronto, on customer relationship management, fine art, and his favorite font.

Infographic: Showrooming Isn't on the Grocery List

Infographic: Showrooming Isn't on the Grocery List

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Millennials add entertainment, not brand engagement, to their grocery shopping.

New Year's Countdown DMN style

New Year's Countdown DMN style

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Just in case you missed any of the action, we've pulled together the top Direct Marketing News content of 2012 for you.

Beauty product retailers tick all the boxes, but only one passes the sniff test

Beauty product retailers tick all the boxes, but only one passes the sniff test

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At first blush, The Body Shop and Bath & Body Works homepages have little to distinguish one from the other—but it's a similarity that's only skin deep.

Agencies see uptick in social RFPs

Agencies see uptick in social RFPs

Jordan Bitterman, Digitas' SVP and social marketing practice lead, spoke with Direct Marketing News about the increasing number of social media request for proposals (RFPs) that agencies are receiving.

Kids today: You can't sell them anything

Kids today: You can't sell them anything

Brands that want to continue to have paying customers need to figure out how to market to the next generation.

Infographic: Personalizing privacy

Infographic: Personalizing privacy

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When it comes to consumer privacy, brands need to take the same type of personalized approach they do with direct marketing.

Infographic: Olympic marketing by the numbers

Infographic: Olympic marketing by the numbers

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As the 2012 Summer Olympics ramp up in London, so do the efforts of marketers and advertisers.

360i: Post Targeting among more important Facebook tools

360i: Post Targeting among more important Facebook tools

Facebook's announcement of its new Page Post Targeting Enhanced, a way for companies to target posts to certain readers, may mean social media success for marketers.

Infographic: Rethinking demographic targeting in brand advertising

Infographic: Rethinking demographic targeting in brand advertising

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Direct marketing is often a demographics-centric science, but a new study from Catalina finds that demographic characteristics are not always strong indicators of a consumers' purchasing behavior.

Can Facebook ads work for large brands? Readers respond

Can Facebook ads work for large brands? Readers respond

Readers respond to the July Gloves Off question.

Brand marketers discuss what they look for at agencies

Brand marketers discuss what they look for at agencies

Top brand executives from Xerox Corp., Capital One and Esurance on the qualities they seek in an agency.

Q&A: Daniel Morel, chairman and CEO, Wunderman

Q&A: Daniel Morel, chairman and CEO, Wunderman

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Wunderman chairman and CEO Daniel Morel on challenges agencies are facing and the opportunities ahead.

2012: The year of brand storytelling

2012: The year of brand storytelling

When the year-end wrap-ups come in, 2012 is sure to be labeled the year of the story.

Embracing m-commerce

Embracing m-commerce

The amount of mobile channels for customers to interact with multichannel retailers has positively exploded in the past year.

Pizza heavyweights build brand affinity and vie for customer loyalty

Pizza heavyweights build brand affinity and vie for customer loyalty

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No matter how you slice it, the experience of ordering and consuming a pizza should be fun, fast, easy and, of course, tasty. How do Domino's Pizza and Pizza Hut rate?

Plug-ins: DRTV

Plug-ins: DRTV

DRTV no longer exists in a vacuum. The advent and wide usage of social media has seen to that — which means it's more important than ever for direct response TV marketers to integrate social media into their strategies. Our expert columnists weigh in.

Kodak loses its snap

Kodak loses its snap

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In my mind, Kodak is a kind of synonym for photography. But the scoop from Rochester is that the iconic brand will no longer be producing cameras.

2012 trends through a branding eye

2012 trends through a branding eye

We're a month into the New Year. So, what's in store for major brands in 2012? I have a few predictions.

To know me is to target me

To know me is to target me

While privacy concerns are understandable, what most people care about at the end of the day is the price-value equation. They're willing to give up personal information about themselves if it helps a marketer target them more effectively and efficiently. If you can use past behaviors and stated preferences to deliver a better experience and waste less time, go for it.

Despite rewards, some brands fail to send targeted emails

Despite rewards, some brands fail to send targeted emails

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At Orbitz, targeting based on demographic and psychographic data is so refined that the company sends out campaigns to as little as 10 people.

Teenage apparel retailers struggle to integrate across marketing channels

Teenage apparel retailers struggle to integrate across marketing channels

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Abercrombie & Fitch and American Eagle Outfitters use diverse direct marketing approaches to sell similarly priced apparel to teenagers and young adults.

Customer loyalty strategies determine the department store champion

Customer loyalty strategies determine the department store champion

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In addition to long-standing tenure in the retail space, Wal-Mart Stores and Sears Holdings Corp. apply a similar approach to direct marketing, including direct mail, email, social media outreach, loyalty rewards and extensive e-commerce platforms.

Social is Santa's not-so-little helper

Social is Santa's not-so-little helper

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Who doesn't love a good infographic? Check out how social influenced holiday sales in a big way this year.

Johnson and Johnson names new marketing chief

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Johnson and Johnson will promote Michael Sneed to VP of global corporate affairs effective Jan. 1, the company said in a statement. He will report to Johnson and Johnson chairman and CEO William Weldon.

Twitter to offer brand pages

Twitter to offer brand pages

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Twitter will join Facebook and Google in offering brand pages that allow advertisers to get more of a handle on the content their followers see and how that content is displayed in an effort to broaden the microblogging site's appeal, the company said Dec. 8.

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Brands Have Lost Control, and It's OK

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