While the social media channel provides a glut of data for those listening and participating, marketers have struggled to find relevant ways to tie time and money invested in the channel to ROI and sales objectives. DMNews asked marketing experts for advice on making social media more accountable.

Alisa Jacoby, senior brand manager at Eight O'Clock Coffee, discusses the success of the brand's Mad Men-themed campaign, including e-cards, an avatar creator and a quiz.

DMNews speaks with Amy Kennedy, VP of marketing at Wine.com, about the evolution of the e-commerce site's product recommendations

Marketers are finding success building Facebook games and fan pages to engage customers and build loyalty

Consumers interact differently with copy on the Web than they do with traditional marketing media. Transferring copy from a printed brochure online is not a recipe for success. Web copy must embrace online consumer behavior and be relevant to the audience's needs. Three senior creatives share tips on how to optimize online copy.

Josh Jacobs was appointed SVP of brand advertising products and marketing at Glam Media, a publisher and media network, on October 12. DMNews talks with Jacobs about the state of ad networks and how his experience as VP and general manager of Yahoo advertising technology platforms will help him in his new role.

The economy will be top of mind for attendees at this year's Direct Marketing Association annual conference in San Diego, but direct marketers also see advantages and opportunities

Eric Opel, group manager of client communications at Microsoft Advertising, discusses targeting CMOs for the launch of its new search engine Bing

Men are discerning consumers of personal care products, and marketers find direct tactics are effective ways to reach them

Gary Spangler, e-marketing manager at DuPont, recently stepped into a new role at DuPont that sharpens his focus on social media marketing. He describes the role as part educating and part cheerleading. He also provides oversight and governance. Spangler shared his thoughts on social media marketing, integrating social media with other media channels, and why he doesn't like the word advertising.