The Naked Truth About Naked Juice's Customer Engagement Strategy

Marketing Strategy

The Naked Truth About Naked Juice's Customer Engagement Strategy

Naked Juice uses lifestyle and location data to enable local targeting as part of a national multichannel marketing campaign.

Why Brand Marketers Should Think Like Direct Marketers

Marketing Strategy

Why Brand Marketers Should Think Like Direct Marketers

We may not be as different as you think.

Data-Driven Marketing Is Music to Pandora's Ears

Mobile Marketing

Data-Driven Marketing Is Music to Pandora's Ears

The streaming radio company leverages customer usage and demographic data to attract high-quality listeners.

Sour Patch Kids Connects With Teens Through Culture

Social Media

Sour Patch Kids Connects With Teens Through Culture

The candy brand shows what it takes to be famous among this seemingly elusive younger demographic.

Learning How to Adopt a Retail Mind-set in a Nonprofit World

Marketing Strategy

Learning How to Adopt a Retail Mind-set in a Nonprofit World

Customers expect personalization. Here's how DonorsChoose.org aces its email and online experiences.

Cadillac: Rebuilding the American Dream

Marketing Strategy

Cadillac: Rebuilding the American Dream

The 113-year-old automotive luxury brand revs up its marketing strategy to compete in a modern market.

Storytelling to the Next Generation

Marketing Strategy

Storytelling to the Next Generation

Experimenting with emerging technology to reach millennial buyers and influencers

Big Blue's "smart" marketing approach

Marketing Strategy

Big Blue's "smart" marketing approach

A segment of one. It's "the Holy Grail" or marketing and IBM's Mike Rhodin says technology is going to get us there.

DreamWorking a marketing mix

Social Media

DreamWorking a marketing mix

DreamWorks Animation's CMO Anne Globe needs to sell a secret history.

Dassault Systémes clarifies the complex

Multichannel Marketing

Dassault Systémes clarifies the complex

It is with heated defiance that Monica Menghini insists: "I'm not a geek."

Meredith's CMO reshapes its story

Social Media

Meredith's CMO reshapes its story

Nancy Weber had a clear goal when she signed on as CMO of Meredith Corporation in July 2005: define and put a face to the media conglomerate's then audience of 75 million.

The reimaging of Xerox's brand

Social Media

The reimaging of Xerox's brand

As CMO of Xerox, Christa Carone's main challenge is getting the public to recognize the company's vast role as a services provider in the B2B space.

A&M CMO nurtures firm's global rise

Social Media

A&M CMO nurtures firm's global rise

Alvarez & Marsal CMO Rebecca Baker didn't plan a life in marketing. An English major in college with a minor in drama, she credits both concentrations for her success.

CMO's marketing strategy bears fruit

Multichannel Marketing

CMO's marketing strategy bears fruit

After working with fast-food companies earlier in his career, Steve Thomas is now trying a healthier approach. Or at least one with more fruit.

IKEA CMO at home with integrated mix

Social Media

IKEA CMO at home with integrated mix

It's "not the [IKEA] Kool-Aid" that makes IKEA North America CMO Leontyne Green such a brand evangelist. It's the relevance of the brand itself.

Macy's transformation

Social Media

Macy's transformation

Retail icon Macy's refashions its flagship store and marketing strategy.

Subway racks up points with athletes

Social Media

Subway racks up points with athletes

Tony Pace, Subway's SVP and global CMO, mixes traditional and digital marketing to drive customer affinity.

AT&T CMO heralds targeted approach

Multichannel Marketing

AT&T CMO heralds targeted approach

For David Christopher, AT&T's CMO of Mobility and Consumer Markets, it's the power and speed of technology that have made his career most rewarding.

PCH EVP strikes innovative chord

Social Media

PCH EVP strikes innovative chord

Deborah Holland has seen the Publishers Clearing House Prize Patrol surprise sweepstakes winners countless times. But after more than 30 years with the company, Holland, the EVP of creative strategy, communications and consumer affairs, finds the emotional exchange no less compelling today than when she first walked through the doors of PCH's Port Washington, N.Y. headquarters in 1979.

Ritz-Carlton CMO reinvents luxury

Production and Printing

Ritz-Carlton CMO reinvents luxury

Once Chris Gabaldon, chief sales and marketing officer of The Ritz-Carlton Hotel Co. starts talking about his brand, it's hard for him to stop. He gets on a roll, effusing about how the company has navigated the recession, or its recent brand repositioning, or the launch of its loyalty program, The Ritz-Carlton Rewards. Gabaldon's enthusiasm is, as they say, contagious.

Hearst constructs 
its digital castle

Social Media

Hearst constructs 
its digital castle

Digital or die. That's become the watchword of print brands, urgently harnessing the latest innovations — from social media platforms to smartphones to the iPad — to refashion their businesses for a new media age.

GameStop CMO sees CRM as key

Social Media

GameStop CMO sees CRM as key

Mike Hogan may be the CMO of GameStop — the world's largest videogame and entertainment software retailer, with more than 6,100 stores — but people might be surprised to learn that he is not a gamer himself. He is passionate about riding motorcyles and playing tennis, though he practices those activities strictly in the real world.

Valassis delivers 
on integration

Production and Printing

Valassis delivers 
on integration

As a farmer who raises his own crops on a 40-acre farm — plowing the fields on a John Deere tractor, harvesting soybeans, corn and clover — Valassis chairman, president and CEO Alan Schultz knows a thing or two about making things grow, even when conditions aren't always most favorable.

A special occasion at Hallmark Cards

Postal

A special occasion at Hallmark Cards

Last year should have been one nonstop celebration for Hallmark Cards and its marketing chief Lisa Macpherson. The Kansas City, Mo.-based purveyor of greeting cards and other products turned 100, and Macpherson, after about nine years at the company, had recently been promoted to the top marketing job.

Forbes CMO leads multichannel effort

Social Media

Forbes CMO leads multichannel effort

Jorge Consuegra never stops moving. The CMO of Forbes Media, and two-time New York City marathon veteran, was born in Havana, Cuba, but his parents brought him to the United States when he was still a baby

Denny's chief 'opens' up on iconic brand

Social Media

Denny's chief 'opens' up on iconic brand

If one is of the mindset that any buzz is good buzz, then Denny's Corp. has hit a grand slam with its launch of online videos from DumbDumb.

Gilt Groupe CMO cultivates audience

Social Media

Gilt Groupe CMO cultivates audience

As chief marketing officer of Gilt Groupe, Zucker employs a data-driven approach that allows him to streamline the luxury e-commerce retailer's marketing.

Overstock chief etches out niche

Multichannel Marketing

Overstock chief etches out niche

Patrick Byrne loves a good fight. The chairman and CEO of Overstock.com, who holds a black belt in Tae Kwon Do, once pursued a boxing career. Byrne also turned 
Overstock.com from a two-year-old $1.8 million startup into a $1 billion enterprise in little more than a decade.

Bracing pace for Starbucks' CMO

Multichannel Marketing

Bracing pace for Starbucks' CMO

Starbucks rode into its 40th anniversary year after scoring the strongest holiday sales season in its history. The coffee retailer's CMO Annie Young-Scrivner, though, is determined to keep Starbucks a youthful brand, riding on the cutting edge of technology and innovation.

Draft's swift rise marked by agility

Postal

Draft's swift rise marked by agility

About a year after graduating from Wisconsin's Ripon College, Howard Draft was one of the 13 founding employees of new direct marketing agency Kobs & Brady.

Ally Bank's CMO ignites rebranding

Marketing Strategy

Ally Bank's CMO ignites rebranding

Sanjay Gupta joined GMAC Inc. as CMO in March 2008, the same month that investment firm Bear Stearns collapsed.

Harvard Business CMO sets course

Multichannel Marketing

Harvard Business CMO sets course

Harvard School of Business' first CMO, Brian Kenny, enjoys being in charge of marketing in the midst of one of the most business-focused institutions in the world. Nor is the irony lost on him.

Office Depot fuses marketing efforts

Postal

Office Depot fuses marketing efforts

Monica Luechtefeld, EVP of global e-commerce at Office Depot recently restructured her marketing teams into one group to further integrate channels.

Bluefly CMO talks marketing style

Marketing Strategy

Bluefly CMO talks marketing style

When Melissa Payner-Gregor joined Bluefly as president in 2003, she knew exactly who she wanted to lead the then-fledgling e-commerce site's marketing function: Brad Matson.

Social buying success at Groupon

Social Media

Social buying success at Groupon

The daily deal site Groupon launched in 2008, but has recently gone global to more than 150 cities. Direct Marketing News speaks with the company's president and COO, Rob Solomon.

Connect with 'intent-driven' users

Marketing Strategy

Connect with 'intent-driven' users

About.com's Minskoff on the Web portal's branding campaign derived from 'timeless human behavior'

Xerox focuses on personalization

Marketing Strategy

Xerox focuses on personalization

CMO Christa Carone discusses her strategy for redefining the company's brand

Marketing's frontier is in the transaction

Email Marketing

Marketing's frontier is in the transaction

John Meyer, the chief executive of global data and marketing firm Acxiom explains to DMNews' editor-in-chief, Carol Krol, how his firm thrived despite a recession.

Reduce buyer risk to increase lead generation

Marketing Strategy

Reduce buyer risk to increase lead generation

The CMO of transportation and logistics company Con-way, on refining lead gen for a 'stickier' brand

Disruptive marketing, risk can pay off

Social Media

Disruptive marketing, risk can pay off

Levi's CMO Szulc discusses disruption marketing and risk taking on a budget

NHL makes power play with data

Social Media

NHL makes power play with data

Tailored messaging is a core part of the National Hockey League's marketing strategy, says Perry Cooper, SVP of direct and digital marketing and fan analytics.

Service helps loyalty initiatives

Multichannel Marketing

Service helps loyalty initiatives

Zappos brand marketing manager Michelle Thomas discusses how the company's customer service focus has helped it engender loyalty.

Social's prime function: Retention

Social Media

Social's prime function: Retention

Buddy Media's Lazerow discusses how brands use social media effectively to engage high-value customers

Travel marketing hospitable to data segmentation

Marketing Strategy

Travel marketing hospitable to data segmentation

IHG's Sagan talks about how the hotel chain balances relevance with privacy in its segmentation strategy

Relationship marketing in the limelight

Social Media

Relationship marketing in the limelight

Razorfish's John Zell explains how technology and social media have brought CRM to the front of marketers' minds

Customer chatter for cosmetics

Multichannel Marketing

Customer chatter for cosmetics

E.L.F.'s CMO Ted Rubin discusses how the brand leverages Twitter, Facebook and blogs to boost engagement.

JCPenney pioneers postal intelligence

Postal

JCPenney pioneers postal intelligence

JCPenney's postal affairs manager Ty Taylor discusses the retailer's catalog and mail strategy

A dose of reality and rigor for PSAs

Multichannel Marketing

A dose of reality and rigor for PSAs

Media vet Charlie Rutman discusses media buying and planning in the nonprofit and for-profit worlds

Multichannel Marketing

E-commerce ready for center stage

Overstock.com CEO Patrick Byrne tells DMNews that changes in consumer behavior, driven by the recession, will be a boon for online shopping.

Now playing: Yahoo explores video

Marketing Strategy

Now playing: Yahoo explores video

Yahoo VP of brand packaging solutions Erika Nardini discusses how the portal incorporates branded video through a partnership with GroupM.

Time nears to rename discipline

Agency

Time nears to rename discipline

In an interview, DM legend Stan Rapp discusses how direct and digital marketing are evolving to meet marketers' needs — and how this may lead to a different term for the industry.

Loyalty takes flight at JetBlue

Data/Analytics

Loyalty takes flight at JetBlue

JetBlue's director of loyalty marketing and partnerships, Dave Canty, discusses how the TrueBlue program has evolved to meet customers' needs.

Database stays healthy in downturn

Social Media

Database stays healthy in downturn

InfoGroup's Fairfield talks about trends in the data, research and marketing services industry

Dual strategy takes off for Travelzoo

Social Media

Dual strategy takes off for Travelzoo

Travelzoo's Calder on embracing social media, selling travel in the recession and forging successful partnerships

Marketing Strategy

Putting a brand on Web metrics

Comscore's Gian Fulgoni on why a click is not enough and what brand marketers should do about it

Social keeps lifestyle brand healthy

Multichannel Marketing

Social keeps lifestyle brand healthy

Gaiam's Marshall on how technology and word-of-mouth combine to drive sales and retain customers

Online marketing gets the business

Digital Marketing

Online marketing gets the business

Rutgers Business School is betting on the Web to gain students, says the school's marketing director, Eric Koomen.

Data driving digital transition

Digital Marketing

Data driving digital transition

Vertis' CEO Allen on what print marketers need to know about digital and database marketing

A lifetime of loyalty

Data/Analytics

A lifetime of loyalty

Hal Brierley, CEO of e-Miles, discusses the changing world of loyalty marketing and how he's evolving with it.

Spotlight: Kristi VandenBosch, CEO of Publicis & Hal Riney

Agency

Spotlight: Kristi VandenBosch, CEO of Publicis & Hal Riney

New Publicis & Hal Riney CEO Kristi VandenBosch, formerly president of integrated agency Tequila, is excited to bring her digital and direct background to the traditional brand-focused agency.

Inside the summer sale on mail

Postal

Inside the summer sale on mail

Stephen Kearney, SVP of customer relations for the US Postal Service, says a five-day postal week is 'probably going to be necessary' to reduce costs.

Spotlight: Tim O'Leary, CEO, R2C Group

Social Media

Spotlight: Tim O'Leary, CEO, R2C Group

Tim O'Leary, co-founder and CEO of Portland-based agency R2C Group, on how DRTV has flourished in the recession, teaching corporate marketers about what DRTV offers and more.

For integration, agencies should come together, right now

Multichannel Marketing

For integration, agencies should come together, right now

Merkle CEO Williams is full of ideas for firms that want to integrate their marketing.

Betting on innovation

Social Media

Betting on innovation

BBDO's Robertson talks about the impetus behind the agency's growth strategy

DMNews talks with Tom Bedecarre, CEO of AKQA

Agency

DMNews talks with Tom Bedecarre, CEO of AKQA

Tom Bedecarre, CEO of AKQA speaks with DMNews about the growth of digital as accountability becomes ever more important in tight times.

Q & A: John Anagnost, Neo@Ogilvy's director of search

Social Media

Q & A: John Anagnost, Neo@Ogilvy's director of search

John Anagnost, the new global director of search marketing services at search agency Neo@Ogilvy, took some time to speak with DMNews about his new position and how he sees trends in the space affecting the agency's strategy.

Of Internet metrics and mobile

Marketing Strategy

Of Internet metrics and mobile

Q: How does Hitwise generate its view of what's happening on the Web? A: Through partnering with a range of Internet service providers and opt-in panel providers, we collect anonymous information from our data partners.

DM searches for peak performance

Social Media

DM searches for peak performance

Digitas' Solomons says that every dollar must go farther in an economic downturn

Better CRM begins with education

Data/Analytics

Better CRM begins with education

Euro RSCG Discover's Raj thinks DM could benefit from more experience in CRM

The picture of sales success

Postal

The picture of sales success

Tukaiz's Defino discusses how personalized images can help marketers

A comfortable source of ROI

Marketing Strategy

A comfortable source of ROI

Atomic Direct's CEO discusses the Snuggie and why 2009 could be a good year for DRTV

Using measurability to make strong agency connections

Agency

Using measurability to make strong agency connections

Engauge's Crawford explains how she brings things together for her agency

Online coupons redeemed

Multichannel Marketing

Online coupons redeemed

Q Interactive's CEO discusses printable online coupons and the economy

Boone the new kid on the block at Enfatico

Multichannel Marketing

Boone the new kid on the block at Enfatico

Enfatico's Boone on his six months at the Dell-focused agency.

Agency numbers and sense

Marketing Strategy

Agency numbers and sense

Schematic's rising CFO Holland discusses being acquired and digital in the bad economy

Accountability rules

Marketing Strategy

Accountability rules

Alterian's Hale expects the economy to spur a focus on ROI

From soup to stamps

Postal

From soup to stamps

The USPS' Bernstock on moving from the private sector to public sector

Digital's role in a downturn

Marketing Strategy

Digital's role in a downturn

Razorfish's Baehr discusses the accountability of online

Meeting of the minds

Agency

Meeting of the minds

Vertis' DuBose discusses convergence of companies — and media

Engines search for a niche

Digital Marketing

Engines search for a niche

Ask.com's Garell discusses search's continuing evolution

Marketing, Chicago style

Multichannel Marketing

Marketing, Chicago style

Euro RSCG's Bess on millennials, the holidays and more

Spotlight Conversation: DM takes the stage in Vegas

Postal

Spotlight Conversation: DM takes the stage in Vegas

DMA head Greco discusses DMA08, legislation and more.

Spotlight conversation: Multichannel state of mind

Postal

Spotlight conversation: Multichannel state of mind

ShopNBC's Stewart on the synergy of Web and TV.

Spotlight conversation: A coffee connection

Marketing Strategy

Spotlight conversation: A coffee connection

Green Mountain Coffee's Crites sheds light on continuity clubs.

Spotlight conversation: Not ducking businesses

Marketing Strategy

Spotlight conversation: Not ducking businesses

Aflac's Johnson on the company's b-to-b efforts.

Integrating traditional DM

Agency

Integrating traditional DM

Rapp's Paul Price talks about the outlook agency in a digital world.

Seeking out the A-list

Postal

Seeking out the A-list

Statlistics' Manning discusses the list industry.

The converging agency

Digital Marketing

The converging agency

Publicis' Farrell discusses his view of direct agencies.

An engaging business

Postal

An engaging business

Bravo's Hsia discusses how the network uses new media.

Sorting out postal law

Postal

Sorting out postal law

The PRC's Langley discussed challenges for the US mailstream.

Widgets drive Web readers

Social Media

Widgets drive Web readers

Hearst's Chris Johnson talks about using social applications to increase online circulation.

Spotlight conversation: Marketing on the move

Mobile Marketing

Spotlight conversation: Marketing on the move

SiteSpect's Hansen on tackling mobile marketing

Form follows function for creative

Marketing Strategy

Form follows function for creative

TBWA's Scheiner talks about why creativity is important.

Delivering e-mail results

Email Marketing

Delivering e-mail results

Goodmail's new CEO Horan discusses responsible e-mail marketing

Spotlight Conversation: Reaching the inattentive

Postal

Spotlight Conversation: Reaching the inattentive

B Direct's MacAron reflects on the changing customer.

Spotlight conversation: To affinity and beyond

Multichannel Marketing

Spotlight conversation: To affinity and beyond

North American Media Group's Brandt champions her channel.

Rumors of DRTV's demise exaggerated

Marketing Strategy

Rumors of DRTV's demise exaggerated

Euro RSCG's Jack Kirby explains why direct response television is here to stay.

Spotlight conversation: Rules of digital engagement

Marketing Strategy

Spotlight conversation: Rules of digital engagement

Engauge Digital's Hilimire talks about the evolving digital agency.

Spotlight conversation: Taking TV Guide beyond TV

Postal

Spotlight conversation: Taking TV Guide beyond TV

TV Guide's Crystal talks about changing his publication's model and improving circulation.

Digital marketing insight - WhittmanHart Interactive's Skinner says video sticks

Marketing Automation

Digital marketing insight - WhittmanHart Interactive's Skinner says video sticks

David Skinner, CEO of WhittmanHart Interactive, discusses the role of video in a digital media campaign.

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