April 2011 Issue of Direct Marketing News

April 2011 Issue of Direct Marketing News

• Social CRM turns 'likes' into actions • Remake at Overstock: chief Patrick Byrnes etches out niche • Reign of search: Fine-tune search data analysis

On the Beat - Email

Marketers see hurdle after Facebook's social inbox 'double opt-in' deployed

Not many customers on the National Geographic Society 
e-mail list opt to receive mail at the new @Facebook.com address. This hasn't stopped the nonprofit from ...

Social e-mail creates loyalty and customer engagement

Brands use social media in two major ways: creating a social presence on networking sites to communicate with consumers and monitoring what's being said about ...

System integration enables DCI to adjust e-mail scale

Founded more than three decades ago, Indianapolis-based Drum Corps International (DCI) has expanded to become a global nonprofit organization. Each 
summer, DCI hosts 100 music ...

On the Beat - CRM

Social media's influence apparent as brands turn to CRM collaboration tools

Marketers are tapping into Facebook-like collaboration tools to improve their lead generation, CRM and internal communications performance. Salesforce.com, Yammer and 
Constant Contact are among the ...

On the Beat - Digital

Social games generate fans for marketers

Fans of the MyTown social game had the chance to step into the driver's seat of Volvo's new S60 sedan when the automaker joined the ...

Changing digital landscape requires savvy leadership

If you work in the digital marketing world like me, you might have noticed a gradual increase in the number of recruiters calling to try ...

Q&A: Greg Stuart, CEO at Mobile Marketing Association

Greg Stuart, CEO of Mobile Marketing Association, discusses the advantages and challenges of the mobile medium.

On the Beat - Direct Classic

Direct mail and digital most successful combo in driving customer acquisition

The digitalization of marketing won't trigger the end of direct mail. For most marketers, a campaign's effectiveness is contingent upon marrying traditional direct 
marketing tactics ...

Leverage interactive print methods while testing tech

Consumers are inundated with printed promotional messages every day, ranging from brochures to fliers and postcards.

Hospice's segmentation leads to more relevant appeals

Capital Hospice, a Washington, D.C.-based nonprofit providing end-of-life care, wanted to create fundraising appeals that would attract larger gifts, while 
cutting back on mailing costs. ...

On the Beat - Multichannel

Retailers clinch impulse sales through mobile apps and m-commerce sites

Women's clothing retailer Juicy Couture launched a mobile commerce site just before the holiday season to satisfy the growing number of 
consumers who make purchases ...

Q&A: Jason Roussos, president and COO, Living Direct

Jason Roussos, president and COO of Living Direct, discusses its decision to move away from full product catalogs.

Paintball-Online.com attracts buyers with product videos

Paintball-Online.com, a Vancouver, WA-based retailer of paintball equipment and gear, has more than 5,000 products on its website and in its retail location. It wanted ...

Direct Report

Retailers update ad imagery to acquire young consumers

Fashion brands are boosting their customer acquisition efforts targeting young consumers, seeking to gain customers with high lifetime values and purchase frequency before they become ...

Brands target by location to maximize user conversion

Marketers such as AT&T, American Express Corp. and Westin Hotels & Resorts are flocking to location-based initiatives, saying the precision of GPS-enabled mobile devices gives ...

Social CRM turns 'likes' into actions

Direct marketing shops are finding their experience with CRM, remarketing and driving consumer action has well prepared them for the age of social media marketing. ...

The Lowdown

Display ads arrive at Skype

Digital communications platform Skype took its first step into advertising in-app last month,
partnering with Meebo to launch display ads for Windows users in the US, ...

Heat Meter

Our look at the most — and least — engaging social media

Summit Entertainment, the studio behind the Jake Gyllenhaal film Source Code, launched a visually impressive social media and mobile campaign to promote the film's debut. ...

Org Chart

PRC guides Postal Service through challenging times

The Postal Regulatory
 Commission was created by the Postal Accountability and 
Enhancement Act of 2006 as the successor to the Postal Rate Commission, with the ...

Duly Noted

Marketers fear spread of CA ZIP code rules

Retail marketers are adjusting their data collection strategies after the California Supreme Court ruled in February that Williams-Sonoma could no longer collect ZIP codes during ...

Spotlight

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 ...

Editorial

Location-based marketing in hot seat

Location-based marketing provides enormous opportunity for direct marketers. Just as search reaches customers who've raised their hand seeking information, location-based marketing targets consumers potentially in ...

Op-Ed

Watson caters to the customer

I was fortunate to be in the audience during the taping of the historic Jeopardy! match pitting IBM's Watson computing system against the game's all-time ...

Focus on two-way conversation

When you think of direct marketing, do you think of a static print piece addressed to "occupant," a printed direct mail piece personalized with an ...

Gloves Off

Should brands abandon e-mail for social?

Rod Witmond, SVP for production management and marketing at Cardlytics, and Oscar Padilla, director of interactive services at Vertis Communications discuss whether brands should abandon ...

Main Feature

Fine-tune search data analysis

The purpose of search engines' evolving complexities may be to deliver more precise results for users, but a byproduct of that accuracy is more targeted ...

Darwinian chase through search
 marketing

Marketers' search programs must be laser focused but nimble to keep up with algorithm tweaks and social and mobile while not neglecting the essentials of ...

Battle of the Brands

National fitness clubs fight member churn, but better marketing integration is needed

There are more than 30,000 fitness centers in the US, double the number from just 10 years ago, according to a study by business research ...

Vertical Feature

Education marketers find there's no 
longer any room for an off-season

Education industry marketers are communicating frequently with both parents and students to acquire and retain customers, and they're using a mix of traditional, 
e-mail and ...

Social sites reap sales leads in education

Education sector b-to-b brands know that librarians benefit from collaboration and networking with their peers. However, education professionals are often difficult to reach through social ...

The Work

Purex kicks off integrated campaign for its
Complex Crystals laundry softener

Purex, a detergent brand within Henkel's North American portfolio, promoted the launch of its crystal-based Purex Complete Crystals Softener product with an integrated campaign that ...

Denny's value shines

The Offer: Denny's "America's Diner is Always Open" campaign is the first creative collaboration between the national diner chain and its recently named agency of ...

Diet Dr Pepper and Yahoo team up in online 'hunt'

Diet Dr Pepper and Yahoo created an online scavenger hunt with a grand prize of $10,000 for a travel getaway. The "Hunt for the Unbelievable" ...

The Work - International campaigns

Pretty Polly campaign scouts leg model via Facebook page

London-based hosiery company Pretty Polly is giving UK-based women the chance to become the company's brand ambassador for 2011, while also scoring a one-year modeling ...

Audi takes unique 3D spin

Audi India's integrated "Advanced State of Mind" campaign directs potential customers to a 3D
 microsite promoting its Audi A8 L car, recently introduced to the ...

Q&As

Q&A: Bob Klein, chief strategy officer of Blue Chip Marketing

Blue Chip Marketing chief strategy officer Bob Klein discusses how to prevent consumer 'de-selection' of brands and the importance of customer research.

Nailed It

Superfocus' targeted microsite appeals to shooters with a money-back guarantee

Superfocus knew it had a product that thousands of middle-aged people could use. Superfocus glasses are designed to eliminate the need for multiple pairs of ...

Expert Advice

Search in new places for mobile generation's best job candidates

The "year of mobile" arrived last year, as more marketers embraced the medium after the introduction of game-changing devices such as the iPad. Now that ...

The End (User)

Let's be direct about it: Junk mail sucks

Direct marketers still spend more time than they like trying to prove to the rest of us that their industry is not populated solely by ...

Features

Traditional and digital marketing thrive in tandem

Direct and digital marketers today are tasked with defining and refining the optimal marketing communications strategy based on audience and objectives.

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