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Editorial Articles

DMA steps in the right direction with new CEO

August 09, 2010

After an exhaustive, six-month-long search, the Direct Marketing Association named Lawrence Kimmel president and CEO. Kimmel was chairman and CEO of Grey Direct from 2000 to 2008, before it was renamed G2 Direct & Digital, and prior to that logged time as EVP at Draft Worldwide and president of Unimark, a direct marketing agency he founded.
 

Social marketing dialogue dominates

July 26, 2010

The marketing implications and opportunities presented by social media are dominating the marketing conversation right now, but marketers continue to struggle with ways to deploy social media, maintain a presence in social networking circles, integrate social advertising with other media channels and monetize those efforts.
 

Marketers bear the brunt of postal woes

July 12, 2010

The U.S. Postal Service unveiled details of its proposed "exigent price increase" last week and filed an application with its regulator, the Postal Regulatory Commission. Direct mailers sprang into action decrying the move, and mailers across the board vow to fight the increase (see cover story).
 

Keeping the faith by protecting the data

June 18, 2010

Major brand marketers are taking the digital direct response route to engage with customers and drive commerce from a variety of media channels. This issue of DMNews is devoted to Internet marketing in its many forms.
 

Traditional lead gen tactics still drive sales

June 07, 2010

I watched a syndicated re-run of the popular sitcom "The Office" last week. This episode pits Michael Scott, regional manager at Dunder Mifflin, against his former temp and new boss, Ryan.
 

Direct mail drop doesn't tell the whole story

May 17, 2010

We've all heard the staggering numbers on the precipitous drop in direct mail, but let me remind you: There were 35 billion fewer pieces of mail in the system in 2009 compared with 2007's tally. It is in part why the US Postal Service, which reported an almost $2 billion shortfall in the first half of its fiscal 2010, is considering doing away with Saturday delivery.
 

Editorial: Straddling the online-offline divide is DM's forté

April 30, 2010

I threw a birthday party for my fabulous boyfriend last week and used Evite, an online invitation tool, to get the word out. However, the mister's friends are mostly baby boomers, and I needed to actually pick up the phone (how quaint) and call a handful of invitees who simply aren't on e-mail or not on e-mail regularly enough to trust that method of communication.
 

Don't get hung up with direct marketing's image

April 19, 2010

Over lunch recently with the leader of a major direct marketing agency, I had the conversation again. You know, the one about the term direct marketing and what it really means, and whether it is still relevant?
 

Marketers must lead the way on data intelligence

Carol Krol Editor-in-chief, DMNews April 02, 2010

Data intelligence is on my mind as I write this at 30,000 feet. I just spent 24 hours in Little Rock, AR, on a trip that included meetings with executives from two different data services companies.
 

Editorial: The DM landscape has changed permanently

March 15, 2010

The worst of the recession is behind us, and marketers are seeing budgets stabilize. Amid the slow recovery, though, direct marketers may need to re-think everything they have ever done. The picture has changed permanently. They will need to operate in a new environment that has direct marketing at its core, but goes way beyond traditional direct.
 
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