Mobile Version / Subscribe / Back Issues / About Us / Contact Us / Advertise

Thanks for choosing DMNews.com! Sign up for your FREE account now and join the thousands of other marketing professionals who rely on us for all the latest industry news and innovative ideas for direct and digital strategy. Simply fill out the fields below.

Keep me logged in Forgot your password?

Please wait...

Please wait...

Editorial Articles

Direct can teach brands lots about engagement

March 01, 2010

During last year's Academy Awards ceremony, 11% of viewers tracked by Nielsen's Convergence Panel simultaneously watched the Oscars on TV and followed them on the Internet. Nielsen Online also said that people who used Facebook while watching the broadcast spent an average of 76 minutes there, and it estimated more than 100,000 messages were Tweeted during the show.
 

Editorial: Mobile faces challenges despite popularity

February 15, 2010

There's no doubt mobile advertising and marketing in 2010 is on a steep growth curve. Two of the largest online players have signaled their commitment to the space in the last couple of months, investing a billion dollars in mobile ad companies. Apple spent $250 million to acquire Quattro Wireless, while Google laid down $750 million for AdMob. These companies also compete on the mobile hardware front.
 

Super ad shift displays new rules of engagement

February 01, 2010

Despite my ignorance of the most popular sport in this country, and my lack of football fever, I have always watched with interest the advertising alongside the big game, both as a marketing journalist and as a consumer. The Super Bowl ads tend to be entertaining and visually interesting. Super Bowl ads command big bucks, and this year, while the average price — $2.8 million for a 30-second spot — is less than last year's $3 million price tag, that trend continues.
 

Editorial: Deals are a welcome sign of growth to come

January 15, 2010

It is a new year, but one in which direct and digital marketers continue to watch marketing budgets and exercise caution by sticking with proven and efficient marketing channels. Many companies remain more inclined to keep close to their existing customers rather than experiment with lofty acquisition strategies.
 

Editorial: Direct will be marketers' go-to strategy this year

January 04, 2010

When a company like PepsiCo breaks tradition, skipping $3 million Super Bowl ads for the first time in more than two decades in favor of a CRM program, you know it is a watershed moment. Direct marketing is now the centerpiece of all advertising. We saw other signs of this turning point in 2009, as blue-chip marketers that historically favored TV branding campaigns — such as Ford Motor Co. — embraced social media and online communities to sell products and engender loyalty.
 

Marketers look forward after a difficult 2009

December 14, 2009

As we put this final issue issue of DMNews to bed and close out another year covering the direct marketing front, it is a natural time for reflection. However, it is a fleeting pause for so many people.
 

Editorial: DMA seems strong after show

October 26, 2009

I'm back from the Direct Marketing Association's annual conference with a stack of business cards as big as my head. I always return from DMA Annual exhausted, but with a renewed sense of vigor and great story ideas.
 

Editorial: Simplicity helps in integrated age

October 09, 2009

Often simple ideas are the ones that resonate with your audience and end up defining your brand. Think JetBlue's customer bill of rights, LL Bean's return policy, or Apple's user manual. In the last week, many brands enhanced their communication strategies.
 

Editorial: Agencies can do better with their Web sites

September 25, 2009

Ad agency Web sites suck. Well, most of them. I was doing research recently that involved visiting a long list of agency Web sites, including the global players in the direct marketing space and the generalists.
 

Editorial: Don't lose e-commerce success in translation

September 14, 2009

Last week, Sultan Munadi, an Afghan interpreter, was killed during a conflict in northern Afghanistan that resulted in the release of New York Times reporter Stephan Farrell from Taliban captivity. Munadi had tried to express his and Farrell's neutrality when they were initially detained by the Taliban months ago. Following this tragedy, I paused this week to think about the role of an interpreter in a much less extreme example — namely, how it relates to e-commerce.
 
« Previous
Next »