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
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?
Would you hire the "ideal" candidate that had one big flaw? See what our readers had to say.
A new recipe for cooking up customer data has this direct seller of groceries in growth mode.
FreshDirect's Michael Kildale talks direct mail, demographics, and data analytics.
Three areas of customer analytics that have the biggest impact on marketing results.
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
Month 4 for Mitel: The time for bold action is now.
Are you a marketer who's been pressured to get with the Big Data program but have no idea where to start? Read on.
Marketers who use content as part of their marketing mix must ensure that their content is meaningful for their audience.
Nike and Charmin "market" by providing digitally enhanced services that build customer loyalty.
Building a list takes time and resources, but some experts say that buying the wrong list can cost businesses their reputation.
One Tough Question
The delicate balance between short- and long-term ROI is a constant battle, often fought across marketing disciplines.
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 ...
Three words: Align to sales. It's the only way to achieve short- and long-term ROI goals.
Ultimately, aligning marketing strategy to short- and long-term ROI targets requires a fundamental shift in mind-set.
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
J. J. Keller taps IBM to get smart about its online customers.
The barbecue chain shares the secret sauce in its tasty loyalty strategy.
Word to the Wise
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?
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.
See what our Twitter followers have been getting up to this month. Follow us @dmnews.
What's in our mailbox this month: mailers from botanic gardens.
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.
The darlings in business today are the CMO and CIO. Only when they partner well will marketing insight truly come to light.
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
In the luxury car market, Lincoln and Cadillac both have deeply rooted reputations—but which one has a more successful marketing strategy?
Iconic ice cream purveyor Ben & Jerry's gave its fans sweet, personal rewards with its global "Capture Euphoria" campaign.
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 ...
Joanne Kim, partner and chief idea officer at Marcus Thomas in Cleveland, on company culture, office dogs, and the misuse of technology.
Company of the Week
SK&A is a leading provider of U.S. healthcare information solutions and databases. As part of IMS Health, SK&A researches and maintains contact and profiling data for over 2 million healthcare providers, including 800,000+ prescribers. SK&A's data supports research and marketing initiatives for life sciences, medical device, managed healthcare, direct marketing, publishing, education and more. SK&A's proprietary databases are telephone-verified twice per year from its world class Research Centers. SK&A enables multi-channel marketing and sets the standard for data quality and reliability. SK&A's customers include many of America's most recognized healthcare, publishing and pharmaceutical institutions.