August 2011 Issue of Direct Marketing News

August 2011 Issue of Direct Marketing News

• Tips for measuring ROI in a b-to-b campaign • Furniture titans face off with multichannel tactics despite housing crisis • B-to-g marketers shift focus to digital and social channels

On the Beat - Email

Marketers leverage Facebook for email 
acquisition and consumer engagement

Social media gets lots of buzz in marketing circles, but most marketers will admit that they haven't been able to monetize the channel. However, some ...

How to get the most out of email measurement metrics

Email is more effective at driving business results when it's paired with social media — so why do so many marketers stop their measurement at ...

Moosejaw Mountaineering 
offers email snooze button

Outdoor goods retailer Moosejaw Mountaineering faced the predicament of keeping consumers informed about promotions and events via email while not bombarding them to the point ...

On the Beat - CRM

Live chat tools boost customer service, lead generation for online marketers

As live chat has improved due to advancing technology and a better understanding of how and when consumers want text-based contact, its role for online ...

On the Beat - Digital

Mobile tagging extends TV ads for brands

The ability to directly attribute a TV ad's conversion path has long eluded marketers, despite TV advertising taking the lion's share of many brand's marketing ...

Tailor marketing strategies to customer preferences

To make communications relevant, marketers need information about each customer's preferences and interests. But where do you get this information? How do you coax customers ...

Q&A: Traci Gentry, VP of marketing, Bic USA

Traci Gentry, VP of marketing at Bic USA, says how her company mines 
its social media pages for inspiration.

On the Beat - Direct Classic

DRTV scraps low-rent ad form image to embrace interactivity on Web platforms

It's not just about 800-numbers anymore. Direct response TV, once seen as a low-rent ad form, is quickly gaining momentum, as leading national advertisers embrace ...

New accounting rules will improve your loyalty books

Reward certificates, rebates, points and miles are well- known marketing tactics that have become standard operating procedure in the competitive travel and 
hospitality field. So ...

Church marketer mails faster with automated presorting

Outreach Inc., one of the nation's largest providers of church-outreach programs, needed help during crunch times — especially around Easter and Christmas, its two top ...

On the Beat - Multichannel

Q&A: Amy Sullivan, director of e-commerce, Brahmin Handbags

Amy Sullivan, director of e-commerce at Brahmin Handbags, discusses why her brand won't abandon direct mail.

Web analytics boost e-commerce sites

Multichannel retailers are measuring Web analytics to improve conversion rates among e-commerce shoppers, in addition to pursuing emerging opportunities in mobile and social commerce.

Steuben refreshes brand to chase younger consumers

Steuben Glass, the 98-year-old maker of crystal barware, stemware, tabletop accessories and collectables, wanted to refresh its brand image to attract a younger demographic. As ...

Direct Report

Brands embrace the social media AOR

As social media encompasses a larger share of brands' ad spending budgets, marketers are seeking social media AORs instead of a roster of firms for ...

Self-regulatory programs in hot seat over effectiveness

Academic research released last month has prompted more doubt about the effectiveness of online behavioral tracking self-regulatory programs, which lawmakers and consumer privacy advocates had ...

State tax laws restrict major players in e-commerce arena

E-commerce giants Amazon.com and Overstock.com terminated all advertising contracts with California affiliates early last month, shortly after the State Assembly passed an Internet tax bill ...

The Lowdown

Marketers wait their turn for Google+

Google has long lagged behind Facebook and Twitter as a social media destination. Google excluded nearly all brands from 
participating at launch, leaving experts to ...

Heat Meter

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

Intel Corp. and Toshiba America Information Systems debuted "Inside," a "social film project" that allowed consumers to be part of a short film starring Emily ...

Org Chart

USPS streamlines management

Shortly after taking office as Postmaster General in late 2010, Patrick Donahoe reduced the number of his top-level lieutenants to seven. His predecessor, Jack Potter, ...

Duly Noted

Retailers save on swipe fees with discounts

While consumers may think of interest as the only cost of paying with plastic, retailers have long been burdened with "swipe fees" the credit card ...

Spotlight

A special occasion at Hallmark Cards

Last year should have been one nonstop celebration for Hallmark Cards and its marketing chief Lisa Macpherson. The Kansas City, Mo.-based purveyor of greeting cards ...

Editorial

Consumers' privacy falls on marketers

Industry self regulation of online behavioral tracking is falling far short of expectations, according to a Stanford University Security Lab study published in July. Online ...

Op-Ed

Understanding the fan journey

Many marketers and agencies have developed the tools necessary to 
address how shoppers act, feel and what ultimately leads them to purchase. Now, what about ...

Audacity, Romanian style

If you look at the big winners at this year's Cannes Lions International Festival of Creativity, amid the highly anticipated usual suspects you'll see a ...

Gloves Off

Is social media measurement a necessity?

Aseem Chandra
, VP of marketing of the Omniture business 
unit at Adobe Systems, and Mathieu Hannouz , senior product marketing manager at Neolane, discuss whether ...

Main Feature

Beyond Leads

B-to-b marketers are finding innovative ways to convert business not just to customers, but long-term partners.

Tips for measuring ROI in a b-to-b campaign

Gauging the effectiveness of marketing continues to be a challenge, but this is especially true of companies whose marketing activities support retention or upsell within ...

Q&A with Christa Carone, CMO of Xerox Corp.

Christa Carone discusses Xerox's b-to-b client retention strategy.

Battle of the Brands

Furniture titans face off with multichannel 
tactics despite housing crisis

Because of the housing crisis, it's been a challenging couple of years for home-furnishings retailers such as Pottery Barn and Crate & Barrel. However, business ...

Vertical Feature

B-to-g marketers shift focus to 
digital and social channels

Business-to-government marketers must beware the bulk. Direct mail no longer headlines the b-to-g marketing mix. These days, print performs as a role player, supplementing a ...

Deloitte builds awareness

Government-driven marketing pivots on engagement. Because the process to attain a government contract can take longer than 12 months, b-to-g companies have increasingly adopted digital ...

The Work

Dunkin' Donuts urges customers to get Dunk'd for baseball tickets

As part of Dunkin' Donuts' Get Dunk'd campaign, New York metro-area customers can visit stores at select times to be eligible to win tickets to ...

Burger King directs viewers to tune in for free Whoppers

The minimalist campaign lives on DirecTV, where subscribers can tune in to channel 111 for a 
chance to earn free Whoppers simply by watching a ...

Oasis campaign prompts benefits

Oasis Grower Solutions, a horticulture and commercial greenhouse products brand, introduced Wedge Plus growing medium in April. The product decreases the usual 24-day root propagation ...

The Work - International campaigns

Diesel elicits 'likes' in Spain

Diesel wants customers to know that finding items to "like" on Facebook is no longer limited to the digital world. Brick-and-mortar customers are now able ...

McDonald's boosts billboard

For two Saturdays in May, McDonald's
 and Tribal DDB Stockholm gave pedestrians in Stockholm's Stureplan, a busy intersection in the city center, the opportunity to ...

Q&As

Q&A: David Brown, Meredith Integrated Marketing

David Brown, Meredith Integrated Marketing's EVP and GM, discusses
the importance of building brand 
awareness and channel evolution

Nailed It

Boston Proper builds customer database and sales with summer catalog initiative

With a glass of Merlot in hand, an affluent 46-year-old woman skims the pages of a Boston Proper catalog packed with photos of striking models ...

Plug-ins

Plug-ins: CRM

With the advent of social CRM, companies can now track and monitor customer behavior to inform segmentation and customization of marketing messages.

Expert Advice

Scout for raw marketing talent at your local bar and restaurant

While watching the US Women's National Soccer Team defeat Brazil in the FIFA World Cup on July 10, I was reminded that the marketing industry ...

The End (User)

Marketing, and other strange languages

Things ain't what they used to be. Once, I could describe myself as a back-page columnist for a monthly magazine. No more. Now, I'm a ...

Features

Drive e-commerce with tailored email tactics

Despite big headlines around social media and mobile, email marketing is still the most effective way for e-commerce companies to drive sales online. It is ...

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