DM News' Essential Guide to Interactive Marketing Technology -- Murad Inc.
In the next few pages you will find executives from name brands like 1-800-Flowers.com, NASCAR, DSW Shoes, Day-Timers, Forbes.com, JetBlue Airways, uBid.com, MasterCard's TowerGroup, Hachette Filipacchi and USAToday.com. They discuss software and tools in use for e-mail, search, Web content management, research, promotions, ad delivery, demand generation, data cleansing, mobile and analytics.
It is rare to find such an assemblage discuss the online tools they are using, why and how it helped them. They were kind enough to share the knowledge to benefit the entire industry. We thank them and their service providers for such invaluable access.
Here's how these companies got into the guide. This publication in the winter invited entries at www.dmnews.com and in our newsletter. Those who responded promising access to name-brand clients made the cut. We hope to widen the list next year and include your company, too.
DM News is not endorsing any technology featured on these pages over others available on the market. Those featured here are a sampling of the best the interactive advertising and marketing industry has to offer. Do enjoy the read.
-- Mickey Alam Khan
Murad Inc., El Segundo, CA
Technology used: Yesmail Professional
The skincare marketer uses hosted application Yesmail Professional to deploy targeted, segmented weekly e-mail messages. Yesmail receives Murad's creative assets and e-mail addresses, then sets up, deploys and measures the success of the campaigns.
Murad's problem was specific: Its targeting was quite broad. Everyone on its database received the same e-mail message. The solution was user scoring and segmentation based on user preference.
Results: "By scoring users based on user activity, targeting and execution were streamlined," said Jill Neil, Web marketing coordinator at Murad. "By implementing segmentation based on user preference, users received e-mails with products related to their interests. For example, our acne customers receive e-mails about products specific to their skin concerns."
Previous technology used: ClickAction, which later became part of Yesmail