April 2012 Issue of Direct Marketing News

April 2012 Issue of Direct Marketing News

• M-commerce optimized: Today’s most innovative brands share their best strategies • Macy’s looks to the future of digital commerce • JCPenny’s data-driven e-commerce strategy • Staples open e-commerce innovation center

Heat Meter

Netflix.com makes movie-renting and online streaming effortless

Netflix features the best online video rental business plan and one of the most innovative websites in the industry.

Nike.com helps consumers sort through the clutter

Nike.com serves as the general access portal for consumers to enter the positively labyrinthine catalog of Nike's various products and services.

Amazon.com urges exploration but lacks social sharing options

The sheer bulk of content makes on Amazon.com makes the site a little clunky to use and a bit difficult to search.

Bn.com is easy to use but pushes Nook tablet too hard

The global navigation bar on bn.com tells a story for those with a critical eye. Tab 1: Books. Tab 2: Nook Books. Tab 3: Nook.


Delivered: spring catalogs

Spring catalogs: Who did it right?

Duly Noted

Online sales tax still tops the agenda for major retailers

The controversy surrounding the collection of online sales tax isn't new, but the renewed fervor buzzing around it is.

This Is How We Do It

Macy's transformation

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


Embracing m-commerce

The amount of mobile channels for customers to interact with multichannel retailers has positively exploded in the past year.


Road rules for mobile privacy

Mobile marketers need to make privacy a brand asset, not a liability.

Bridge data for a holistic view

Today's consumers are not just individuals we actively sell to; they are informed buyers.

Gloves Off

In five years, will tablets and smartphones surpass PCs in e-commerce sales?

In the next five years, will smartphones and tablets drive more annual e-commerce sales revenue than PCs or will PCs develop new capabilities to keep ...

Will mobile drive more e-commerce revenue than PCs? Readers respond

Will mobile drive more e-commerce revenue than PCs? Our readers respond to the April Gloves Off question.

Main Feature

Data drives e-commerce

Retailers delve deep into their quantitative and qualitative consumer data to position brands and create rich customer experiences and personalized communications.

Mobile's surge

Brands embrace mobile commerce by developing apps and building sites for smartphone and tablet users, as well as optimizing their e-commerce sites.

Battle of the Brands

Casino and hotel giants fail to take advantage of their direct and online marketing strategies

MGM Resorts and Caesars Entertainment on the Vegas strip are in the business of getting you to have fun, let loose and spend.

Vertical Feature

NBA reaches out to Latinos

The NBA launched a Spanish-language league website, but it wasn't a slam dunk until they did research into its Hispanic customer base.

Brands struggle to maintain multicultural e-commerce portals

Despite the increasing multicultural nature of the U.S. population, brands have difficulty maintaining websites specifically designed for multicultural e-commerce.

The Work

Target targets 'Twi-hards'

Target provided Twilight fans with a sweepstakes and in-store event they could really sink their teeth into.

Free underwear for life

MeUndies.com got down to business with a sweepstakes on Facebook.

The Work - International campaigns

Virtual grocery store in South Korea

Can't make it to the shops? No worries. Grocery chain Tesco, rebranded as Homeplus in South Korea, brings them to you.


Q&A: Thomas Mueller, global director and practice leader of customer experience at Siegel+Gale

Thomas Mueller, global director and practice leader of customer experience at Siegel+Gale, discusses ways to engender loyalty.

Nailed It

E-commerce site enters the cloud, reduced call center costs dramatically

Party supply company PartyPail.com radically reduced its phone bill and created better customer engagement by calling on VoIP service provider Vocalocity.


Plug-ins: audience development

Whether you call it circulation marketing, audience development or relationship marketing, the need is the same — to build leads and maximize ROI.

Expert Advice

People's ideas and passions make all the difference

As CEO, my job is to be completely and maniacally focused on ensuring that we have the best people.

The End (User)

GOP candidates teach me targeting 101

The messaging from political campaigns in a presidential election year is about as close and uncomfortable as actual hand-to-hand combat.


Data technology crucial to digital marketing

To get at the heart of some of the challenges facing marketers when it comes to defining the best strategies and programs to drive marketing ...

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Company of the Week

PAN Communications is an award-winning integrated marketing and public relations agency for B2B technology and healthcare brands. PAN's data-driven approach allows the firm to specialize in public relations, social media, content and influencer marketing, and data and analytics. PAN partners with brands to create unique, integrated campaigns that captivate audiences.

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