Want powerful insights? Include science in your marketing mix.
As one of the world's largest conglomerates, it would be easy to assume that 3M is full of data silos and communications blind alleys—not the case.
Škoda España was on a hunt for the biggest pile of junk in Spain this spring as part of its "Change My Car" campaign.
Marketers who still fully embrace traditional marketing tools such as print catalogs and direct mail have an opportunity to stand out to consumers bombarded by digital pitches.
What'll happen in Vegas will be so excellent, you won't be able to keep it in Vegas. At the DMA Annual Conference in Las Vegas from Oct. 13 to 18, Direct Marketing News will be hosting three thought-provoking Town Square sessions.
As much as the marketing landscape changes, many of the DRTV aspects that made it attractive to marketers for decades remain unchanged.
With the increase of customer touchpoints, brands are seeking to implement seamless cross-channel marketing strategies.
When the year-end wrap-ups come in, 2012 is sure to be labeled the year of the story.
Sure Rick Santorum just swept the Alabama and Mississippi primaries, but what's Hank the Cat been up to?
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.
Despite the need to connect with consumers across multiple channels, financial services institutions still don't view social media as an effective direct marketing channel.
Our expert columnists this month offer practical advice regarding the most effective ways to use social media to foster greater loyalty among customers, including strategies around providing meaningful content for maximum engagement; how to use data collected to improve targeting in a way that is integrated with other marketing efforts; and how to measure and track social marketing efforts.
Real-time marketing is the latest buzz word in the direct marketing industry. The term defines consumer expectations of marketing and response immediacy.
Email key performance indicators (KPI) include traditional metrics such as delivery, open and click rates, but that's just the beginning.
B-to-b marketers should expect realistic growth, evolve with new technologies, and use data to drive business decisions, said Terry Jukes, president of B2B Direct Marketing Intelligence, a marketing services consultancy, on July 14.
IHOP Restaurants launched an integrated advertising and marketing campaign on June 27 that will feature email, social media, TV and regional direct mail communications, said Joe Adney, VP of marketing at IHOP. Agency of record, McCann Erickson, is handling the work. Adney would not reveal spending on the campaign, but the brand tallied $74.4 million on advertising in 2010, according to its earnings statement.
The Milk Processor Education Program (MilkPEP) is conducting a marketing campaign encouraging consumers to drink milk to make up for the lack of nutrients in the their diets. Draftfcb Chicago executed the effort, launched January 11, along with partner Interpublic Group agencies.
PR software company Vocus is conducting a lead-generation b-to-b campaign, using direct mail and e-mail to connect with large companies.
Dell will launch the "You can tell it's Dell" global consumer marketing campaign on October 25. The effort is a multimillion-dollar initiative that uses direct mail, e-mail marketing, CRM and social media, as well as TV, print and online ads.
Toyota Motor Corp.'s Scion division launched an integrated marketing campaign on August 16, to promote its next-generation tC sports coupe.
The economy and the growth of social media have changed consumers' views of how they value brands and, as a result, it's getting more difficult to create and keep loyal customers.
The Milk Processor Education Program (MilkPEP) has added an iPad application to the traditional advertising, live event and sweepstakes elements of this year's "Got Milk?" ad campaign. St. Louis Cardinals' All-Star Albert Pujols is featured in the iPad app, launched in tandem with Sports Illustrated late last month.
HSN has partnered with Sony Pictures to launch an integrated campaign for the upcoming film 'Eat Pray Love,' based on the bestselling book. The campaign includes a significant direct mail push, as well as online advertising, mobile media, print advertising, television ads, PR and events.
Financial services firm Chase launched a national advertising campaign touting changes to its "Ultimate Rewards" loyalty program on July 1. The integrated campaign, created by agency Mcgarrybowen, spans print, online, local and national broadcast TV and cinema and includes a sweepstakes element.
FedEx is rolling out a multichannel campaign this month as part of the company's new strategy to integrate its brand messaging and creative across multiple channels simultaneously. The effort includes online and offline channels with the unified message, "We understand."
Marketing departments that perform their work in separate silos are often unsure of how one channel impacts another and may be missing major opportunities to improve campaigns based on actual results and integrated forecasting. Thanks to improved analytics and more affordable marketing intelligence solutions, the silo approach is no longer necessary. Exchanging customer data across channels and marketing departments is now available and essential to all marketers, their campaigns and most importantly, the bottom line.
Chase Card Services has released a new rewards card that targets affluent consumers called the Chase Sapphire, and is running an integrated marketing campaign that includes online ads, TV, print, events, PR and direct mail to promote it.
Euro RSCG will start work as the English-language AOR for Heineken on August 1. The agency will be managing strategy and creative for the Heineken brand franchise.
Company of the week
R2C creates, produces, distributes and measures messages that inspire and compel consumers to do something with a brand to drive commercial advantage. The full-service advertising agency specializes in creative, production, media, analytics and performance.
What's in our mailbox this month: fitness postcards from Retro Fitness, American Woman Fitness Centers, Union's United Taekwondo Academy, and Bally Total Fitness. (We're totally pumped.)
Social data can improve a brand's bottom line and customer relationships. Just ask brands Infiniti and Diamond Nexus.
Here are three must-have data sets that every marketer should include in his or her email strategy.