Direct Line Blog

In the desert it’s not just mobile homes

Share this article:
The sun is shining here in Palm Desert, as marketers from around the wrold have gathered to talk about online retailing for eTail 2007.  Today's preview day events were split between search and e-mail, and just down the hall was day two of a nonrelated mobile marketing conference.

I sat in on the e-mail day and met marketers from L'Occitane, Saks, See's Candies, LL Bean, Circuit City and Warner Home Video.
I met one man from Canada, another from France, and yet another from Brazil.  eTail is not just for the big name American brands.

A big theme throughout the day was personalization and segmentation.  Words I've heard a thousand times before, and so have most of the marketers in the room, but today was for those who are applying these best practices and trying to do it even better.  Web 2.0 technologies like RSS and mobile marketing were discussed, which I heard a lot about in the mobile conference yesterday. Both mobile and RSS have to be highly segmented and it is good to see marketers recognizing the value of this kind of targeting in e-mail.

Today's discussions were less theory driven, like "we should offer relevant content to consumers" and more about the actual application, such as "how do we make e-mail better for content on a mobile device.

I wonder if anyone from the e-mail marketing conference will run into anybody from the mobile conference at the pool.  They'd certainly have something to talk about.
-Dianna Dilworth
Share this article:

Sign up to our newsletters

Latest Jobs:


Company of the week

Data Services, Inc. meets the needs of today's data-driven marketer by providing front-end database management and data analytics platforms alongside our expertise in global contact data quality, database building and ongoing maintenance that comes with our 45+ years in business.


Find out more here »

More in Direct Line Blog

Do You Really Know What Motivates Your Customers?

Do You Really Know What Motivates Your Customers?

Direct marketing is about understanding customers enough to drive them to act; Walk the Walk is a distinctive example.

5 Trends Influencing Marketing Today and, More so, Tomorrow

5 Trends Influencing Marketing Today and, More so, ...

From marketing tools to customer behaviors, here are five developments that continue to gain steam—and what to do about them.

4 Elements of Modern Marketing

4 Elements of Modern Marketing

Marketers who want to stay relevant need to go back to these four basics.