April 2013 Issue of Direct Marketing News

April 2013 Issue of Direct Marketing News

• Main Feature: CMO meet CIO—the new power couple • One Tough Question: How can marketers balance short- and long-term ROI goals? • In-depth case study: FreshDirect’s Secret to Tantalizing its Customers • Special feature: Let Data Be Your Guide • Infographic: A Marketer’s (Social) Life

Marketing Challenge

Marketing Challenge: A Million-Dollar Branding Disaster

You've spent mega money on a rebranding campaign—only to discover an assistant hadn't done due diligence on tagline research. What would you do?

Too Much Information? Answers

Would you hire the "ideal" candidate that had one big flaw? See what our readers had to say.

Case Study

FreshDirect's Secret to Tantalizing Its Customers

A new recipe for cooking up customer data has this direct seller of groceries in growth mode.

Q&A: Michael Kildale, VP of integrated marketing, FreshDirect

FreshDirect's Michael Kildale talks direct mail, demographics, and data analytics.

Special Feature

Let Data Be Your Guide

Three areas of customer analytics that have the biggest impact on marketing results.

New England Patriots' Analytics Team Scores With Fans

The New England Patriots is committed to aggressive and innovative data analytics to bolster the connection between the Patriots and its fans.

Diary of a CMO

Listening? Check. Planning? Check. Now? Deliver...

Month 4 for Mitel: The time for bold action is now.


Big Data Needs Big Planning

Are you a marketer who's been pressured to get with the Big Data program but have no idea where to start? Read on.

Content Isn't Marketing Without a Strategy

Marketers who use content as part of their marketing mix must ensure that their content is meaningful for their audience.

Digital Hones Brands' Value-Added Services

Nike and Charmin "market" by providing digitally enhanced services that build customer loyalty.

List Buying Versus List Building

Building a list takes time and resources, but some experts say that buying the wrong list can cost businesses their reputation.

One Tough Question

Customer Focus Bridges Short and Long-Term Success

The delicate balance between short- and long-term ROI is a constant battle, often fought across marketing disciplines.

Lifetime Customer Value Wins the Game Over Time

The mass of data customers leave behind is of little value unless you unlock that insight and deliver back what is personally compelling to your ...

Marketing ROI Requires Strong Alignment With Sales

Three words: Align to sales. It's the only way to achieve short- and long-term ROI goals.

Don't Just Prove ROI, Strive to Consistently Improve It

Ultimately, aligning marketing strategy to short- and long-term ROI targets requires a fundamental shift in mind-set.


Infographic: A Marketer's (Social) Life

Social has become a marketing mainstay, but how much do marketers use social themselves—in their career and in their personal lives? We polled our readers.

The Work - Case Study

Better Customer Insight Leads to a Stellar Online Experience

J. J. Keller taps IBM to get smart about its online customers.

Anatomy of a Loyalty Program: Armadillo Willy's

The barbecue chain shares the secret sauce in its tasty loyalty strategy.

Word to the Wise

Word to the Wise: Generation Z

As a nation obsessed with imparting big, bold monikers on everything, can we not do better than Generation Z for today's teens and tweens?

Fast Facts

Fast Facts: April 2013

Some quick info hits to keep you up-to-date, including the number of marketers who cite integrity as an essential attribute of marketers today.

Marketing Chatter

Marketing Chatter: April 2013

See what our Twitter followers have been getting up to this month. Follow us @dmnews.


Delivered: Botanic Gardens

What's in our mailbox this month: mailers from botanic gardens.


Marketing's Symbiotic Relationships

Marketing's relationships with sales and customer service are still essential, but there's a new power couple getting everyone's attention: marketing and IT.

Main Feature

The New Power Couple

The darlings in business today are the CMO and CIO. Only when they partner well will marketing insight truly come to light.

Q&A: Kim Ann King, CMO, SiteSpect

Officially, Kim Ann King is the CMO of Web optimization company SiteSpect, but King's really more like the "CMTO" due to her marketing-technology infused skill ...

Battle of the Brands

Which iconic luxury automobile brand has the drive to finish first?

In the luxury car market, Lincoln and Cadillac both have deeply rooted reputations—but which one has a more successful marketing strategy?

The Work

Ben & Jerry's Serves Up Instagram Awesomeness

Iconic ice cream purveyor Ben & Jerry's gave its fans sweet, personal rewards with its global "Capture Euphoria" campaign.

Hunter Boots Campaign Takes the Gloom Out of a Rainy Day

Wellington brand Hunter Boots and agency We Are Social had a way to keep people's spirits up in gloomy weather: a social campaign called "Together ...


Q&A: Joanne Kim, partner & chief idea officer, Marcus Thomas

Joanne Kim, partner and chief idea officer at Marcus Thomas in Cleveland, on company culture, office dogs, and the misuse of technology.

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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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