Direct Report

DRTV marketers tune out social

DRTV marketers tune out social

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A self-proclaimed media agnostic, InterMedia Advertising's president and CEO, Robert Yallen, says there's one channel he discourages marketers from integrating into their DRTV spots: social media.

Brands recognize the "I" in influencer in social media

Brands recognize the "I" in influencer in social media

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Companies with social marketing plans are placing increased emphasis on the importance of brand advocates.

Politicians can run, but they can't hide

Politicians can run, but they can't hide

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Digital marketing has opened the door for politicians to build communities, grow their followers, and mobilize potential voters—particularly through social media.

Making data big and smart with data intelligence

Making data big and smart with data intelligence

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Real-time data is what marketers want; old-time analytics is what they've got.

Legitimate direct marketers don't make robocalls

Legitimate direct marketers don't make robocalls

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Automation improves many things in life, but for consumers, automated outbound marketing calls usually aren't one of them.

Thinking local in global campaigns

Thinking local in global campaigns

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OgilvyOne Worldwide chairman and CEO Brian Fetherstonhaugh explains why global marketing required relevant local campaigns.

After Olympics, marketers train for next campaigns

After Olympics, marketers train for next campaigns

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Just as aspiring Olympians begin their training years in advance, the marketing departments of global Olympic partners are already planning campaigns for next year's games.

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.

SMB e-retailers see value in Google's Trusted Stores

SMB e-retailers see value in Google's Trusted Stores

Skepticism remains about the overall efficacy of the Google Trusted Stores program for e-commerce storefronts.

Agencies become jacks-of-all-trades

Agencies become jacks-of-all-trades

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In today's integrated marketing world, clients expect agencies to be versed in all media and channels.

Content verification helps brands keep their currency

Content verification helps brands keep their currency

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While growth in ad exchanges makes serving ads across the Internet in real time cheaper and easier, brands have a dilemma.

Is Twitter killing off its cache?

Is Twitter killing off its cache?

Twitter sent tweeters aflutter, offering "expanded Tweet" options to exclusive partner websites—with a wider rollout to follow.

Big Data helps brands target customers in smarter ways

Big Data helps brands target customers in smarter ways

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Forward-thinking marketers use Big Data to create personalized customer experiences.

Agency self-promotion turns social

Agency self-promotion turns social

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It's becoming ever more important for marketers to embrace social media for their own self-promotion.

Facebook's IPO debut may need time

Facebook's IPO debut may need time

Experts put the pathetic premiere into perspective, and as for final judgment on whether the Facebook IPO is a hit or miss, the jury is still out.

Newt Gingrich's donor list for sale not new in political world

Newt Gingrich's donor list for sale not new in political world

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Former presidential candidate Newt Gingrich is reportedly renting out his list of donors for up to $26,000.

No stopping e-shopping

No stopping e-shopping

E-commerce channels shape online shopping trends.

Marketers streamline cross-channel customer experience

Marketers streamline cross-channel customer experience

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With the increase of customer touchpoints, brands are seeking to implement seamless cross-channel marketing strategies.

Agencies add techs to the conversation

Agencies add techs to the conversation

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Creative teams at today's agencies are adding technologists to the mix.

Facebook acquisition makes big splash

Facebook acquisition makes big splash

Most experts see Facebook's billion dollar acquisition of Instagram in April as defensive and overpriced.

USPS adopts new products and services to stay solvent

USPS adopts new products and services to stay solvent

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USPS chief Patrick Donahoe set out his vision for the agency at the National Postal Forum in April.

Google privacy changes are a question mark for marketers

Google privacy changes are a question mark for marketers

Google's privacy policy changes, which go into effect on March 1, unify its terms of service across its major Web products — including YouTube, Gmail and search — allowing for greater sharing of user information with advertisers.

Consolidation transforms the printing industry landscape

Consolidation transforms the printing industry landscape

While consolidation has been a growth and hang-on strategy for some in the printing industry, the space is undergoing such a seismic shift in its expanding arrays of services that the old metrics and measures no longer apply.

Agencies must keep up with mobile

Agencies must keep up with mobile

As tablets and smartphones evolve into the de facto "remote control" of our lives, the kinds of services that clients are demanding from their agencies is also changing.

M-commerce profit surge helps ring in the holidays

M-commerce profit surge helps ring in the holidays

This year's Black Friday/Cyber Monday weekend proved a big one for e-commerce — and mobile commerce in particular. Thanks to a combination of generous deals and increasingly savvy and mobile-focused consumers, the biggest shopping weekend of the year was bigger than ever for online retailers.

Agency-as-a-service portrays new business strategy model

Agency-as-a-service portrays new business strategy model

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For a peek at the future of holding company Publicis Groupe's VivaKi unit, one need only look to its launch of CRM agency CRM365. Not only did it launch without a single client, but managing director Alec Bokman pointed out that CRM365 isn't even really an agency, but rather a software-as-a-service company.

Innovation positions agencies on top

Innovation positions agencies on top

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Direct Marketing News spoke with Nick Moore, chief creative officer and EVP of Wunderman, about the trends he sees on the horizon for agencies as they move into the new year.

Marketers add location-based strategies to digital arsenal

Marketers add location-based strategies to digital arsenal

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Location-based advertising has become an integral component of overall communications strategies. This month, several major brands introduced programs that leverage geo-local information to offer consumers more relevant content.

Brands weigh premium price tag of rich media tablet ads

Brands weigh premium price tag of rich media tablet ads

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AOL, Apple and Yahoo each reportedly charge up to six figures for brands to run interactive ads for tablet devices. While ad rates equivalent to home prices may seem obscene, industry experts say tablet advertising can be worthwhile for luxury brands targeting the tablet market's affluent owner base.

Client defection slams big agencies

Client defection slams big agencies

Global agency Draftfcb has for two years struggled under the burden of a handful of major client defections, including the Homewood Suites' by Hilton hotel business, State Farm's TV creative, and several Kraft Food brands, most recently Gevalia at the end of October.

Marketing chiefs battle with deluge of digital, social data

Marketing chiefs battle with deluge of digital, social data

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Moses couldn't part the sea of data threatening to drown today's marketers, many of whom claim they simply can't analyze and react to the glut of information. The onslaught of digital and social media signals have saturated brands' data collection processes to the point that many are struggling to wade through what's essentially become white noise.

Agencies open separate social units

Agencies open separate social units

While social media is a key part of almost every agency's offerings, a number of agencies are now launching separately branded and operated social media entities to offer more focus and expertise in this quickly evolving space.

Brands put spin on traditional channels with new tech tools

Brands put spin on traditional channels with new tech tools

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Several technology vendors introduced products in October that put fresh twists on display advertising, videos and Web analytics that help marketers use new digital tools to enhance traditional marketing.

Marketers forge through dire times for US Postal Service

Marketers forge through dire times for US Postal Service

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Although the headlines about the US Postal Service staring into a financial abyss are disturbing, many marketers who use the mail are relatively unperturbed.

Daily deals forecast cloudier, but brands not jumping ship

Daily deals forecast cloudier, but brands not jumping ship

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The future of the daily deals industry grew cloudier in August, as tech-sector players Facebook and Yelp cut back on their own platforms and experts openly doubted the business model of sector heavyweight Groupon. Yet marketers say they are not yet ready to dismiss daily deals as a fad.

Creative agencies see future in Brazil

Creative agencies see future in Brazil

Creative agencies are investing more resources in Brazil as the world's fifth-largest economy transitions from burgeoning market to one shaping others around the globe.

Marketers ready for Canadian anti-spam law

Marketers ready for Canadian anti-spam law

North American marketers are preparing for Canada's anti-spam law, known as CASL, which could go into effect as early as the fourth quarter of this year. However, industry experts say most legitimate American marketers are ready for the law.

Agencies tap CMOs to extend growth

Agencies tap CMOs to extend growth

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The job of agency CMO is not a new one, but it is a role that is becoming more prominent as agencies aim to put themselves — as they do their clients — in the best possible light.

Social causes rule marketers' back-to-school campaigns

Social causes rule marketers' back-to-school campaigns

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JCPenney, Macy's and General Mills are among the brands that launched back-to-school marketing initiatives this summer tied to youth-oriented social causes. The marketers see the campaigns as opportunities to win consumers' hearts and minds, as well as dollars, during an important shopping season.

Marketers' demand for social ROI drives analytics moves

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Marketers are facing a fire hose of social media data, especially as networks like Google+ expand and Twitter explores monetization strategies.

Political marketers weigh digital, direct mail

Political marketers weigh digital, direct mail

Direct mail and traditional media have long played important roles in getting out the vote. With party caucuses and primaries beginning in early 2012 and campaigns already underway in early voting states such as Iowa, New Hampshire and South Carolina, political marketers are betting that direct mail will still drive voters to the polls, but they are also dabbling in newer interactive technologies.

Self-regulatory programs in hot seat over effectiveness

Self-regulatory programs in hot seat over effectiveness

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Academic research released last month has prompted more doubt about the effectiveness of online behavioral tracking self-regulatory programs, which lawmakers and consumer privacy advocates had already decried as subpar.

State tax laws restrict major players in e-commerce arena

State tax laws restrict major players in e-commerce arena

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E-commerce giants Amazon.com and Overstock.com terminated all advertising contracts with California affiliates early last month, shortly after the State Assembly passed an Internet tax bill extending the Golden State's 7.25% sales tax to online retailers.

Brands embrace the social media AOR

Brands embrace the social media AOR

As social media encompasses a larger share of brands' ad spending budgets, marketers are seeking social media AORs instead of a roster of firms for project work. Working with one agency, instead of many, eases the burden on brands by streamlining the social marketing process, industry experts said.

Agencies educate clients on privacy

Agencies educate clients on privacy

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As the online consumer privacy debate takes shape on Capitol Hill, direct marketing agencies are educating their clients on how to actively engage consumers though mobile and social media but stay within legal and ethical bounds.

Brands digitize live events to bolster consumer databases

Brands digitize live events to bolster consumer databases

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Top brands are introducing digital and social elements to summer road tours and live events to continue interaction with consumers well after the appeal of the in-person experience has worn off.

M&A activity spike ignores
 sluggish economic reports

M&A activity spike ignores
 sluggish economic reports

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Mergers and acquisitions in the marketing services industry more than doubled year-over-year in both value and volume in May, despite disappointing economic and unemployment numbers for the month.

Credit card-brand alliances to help marketers target offers

Credit card-brand alliances to help marketers target offers

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Credit card companies are becoming integrated partners in the marketing process, helping brands deliver targeted offers to consumers by using their customer databases.

Slow ad recovery follows economy

Slow ad recovery follows economy

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Direct Marketing News spoke with Jonathan Barnard, ZenithOptimedia's head of forecasting, about the ad industry's progress in recovering from the "Great Recession."

Technology giants jump into packed daily deals market

Technology giants jump into packed daily deals market

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Google has led several technology industry giants, including Facebook, Amazon.com and AT&T, into the daily deals sector in recent weeks to challenge Groupon and LivingSocial in the $1.25 billion deals market.

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