August 2012 Issue of Direct Marketing News

August 2012 Issue of Direct Marketing News

• Main Feature: DRTV changes channels: A multichannel approach provides a clearer picture of DRTV’s potential • Jenny Craig vs. Nutrisystem: Targeted consumer marketing tactics tip the scale for one super-sized weight loss program • Good times: Gamification moves beyond badges • Do Not Track: Everyone’s talking about it

On the Beat - Email

Hutton Hotel blends video and email to flaunt its boutique amenities

A boutique hotel used an email campaign featuring a video of its event space to garner a 20% open rate.

On the Beat - CRM

As print declines, publishers dive into data

Amid declining print magazine sales, some publishing companies are turning to database and CRM solutions to drive subscriptions.

On the Beat - Digital

Gamification moves beyond badges

Marketers are increasingly focusing on making rewards relevant, varied, and alluring enough to keep individuals coming back to play.

On the Beat - Direct Classic

Targeted, timely inserts drive conversions

Insert marketers taking a data-driven approach can drive conversions by more precisely targeting customers based on their individual profiles and past behavior.

Direct Report

Agencies become jacks-of-all-trades

In today's integrated marketing world, clients expect agencies to be versed in all media and channels.

Content verification helps brands keep their currency

While growth in ad exchanges makes serving ads across the Internet in real time cheaper and easier, brands have a dilemma.

Is Twitter killing off its cache?

Twitter sent tweeters aflutter, offering "expanded Tweet" options to exclusive partner websites—with a wider rollout to follow.

Heat Meter

Bieber's campaign takes social media prime time

On June 6 Bieber took to Twitter to announce his fragrance Girlfriend!—a follow up to the perfume Someday, which was a big hit with the ...

'Prometheus' takes views into the future

Prometheus marketers at Fox built even more buzz around the much-hyped film by creating a very high-tech-feeling, viral social media campaign.

RNC's Anti-Obamacare campaign mobilizes online for #FullRepeal

The RNC's campaign to kill Obamacare aimed to get its point across using a heavy dose of social and Web.

Wichita State University's social media campaign barely passes

While Wichita State University's strategy is solid, it's not particularly innovative.


Delivered: Automobiles

What's in our mailbox this month: Automobile mailers. See how Hyundai, Honda, Toyota, and Volkswagen rated.

Duly Noted

Do Not Track is a major point of discussion for marketers

W3C has been in talks about "Do Not Track" (DNT), but little, so far, has been resolved.

This Is How We Do It

The reimaging of Xerox's brand

As CMO of Xerox, Christa Carone's main challenge is getting the public to recognize the company's vast role as a services provider in the B2B ...


Engagement that entertains

Successful marketing requires customer engagement. And the fastest path to that engagement—assuming the ad copy doesn't include the words free or complimentary—is entertainment.


Increase search and visibility

Managing online business listings requires a long-term, strategic marketing strategy for maintaining information across many local search platforms.

Pin down Pinterest's value

Is this Pinterest's moment? Certainly from all the buzz you would think so.

Gloves Off

Will "Do Not Track" destroy online advertising?

Digital marketers are torn on the potential effect of "Do Not Track" legislation.

Will "Do Not Track" destroy online ads? Readers respond

Readers respond to the August Gloves Off question: Will "Do Not Track" destroy online ads?

Main Feature

DRTV is the heart of Zestra's touchy campaign

As much as the marketing landscape changes, many of the DRTV aspects that made it attractive to marketers for decades remain unchanged.

DRTV changes channels

A multichannel approach provides a clearer picture of DRTV's potential.

Q&A: Kevin Harrington, chairman & founder, TVGoods, Inc.

Direct Marketing News spoke with DRTV vet Kevin Harrington about the history of the DRTV channel, how it's changed, and where it's heading.

Battle of the Brands

Targeted consumer marketing tactics tip the scale for one super-sized weight loss program

Jenny Craig and Nutrisystem, major players in the $60 billion weight loss market, have much in common when it comes to their direct marketing approach.

Vertical Feature

The young and the hip drink in rum brand's messaging

Flavored rum brand Sailor Jerry leveraged a series of very cool events to promote liquor to millenials over 21.

Brands must entertain young audiences to drive engagement

Marketing efforts targeted toward savvy, demanding millenials need to foster engagement through entertainment.

The Work

Patriotic tots sing Canadian national anthem for athletes

Pampers Canada used Facebook to create the first-ever version of "O Canada" performed entirely by babies.

Denny's rewards loyal fans with free Grand Slams for life, other tasty prizes

Customers who check into a Denny's restaurant in all 50 states win a savory prize: free Grand Slam breakfasts for life.

Snickers Russia highlights cautionary tales

According to Snickers, when people are hungry, they do stupid things.

B2B insurance provider leaps into Web 'dramedy'

Hiscox's 'Leap Year' Web series builds brand awareness and affinity for the business insurance provider.

Russo Marine customers vie to save a boatload

Powerboat retailer Russo Marine launched a multichannel promotion to rev up traffic to its physical showroom.


Q&A: Margaret Johnson, ECD & Associate Partner, Goodby, Silverstein & Partners

Margaret Johnson, ECD and associate partner at Goodby, Silverstein & Partners talks design, marketing technology, and social strategies.

Nailed It

Duke University moves to the top of the class with an engaging integrated effort

Duke University's Fuqua School of Business created a virtual game that was fun, engaging and fulfilled its marketing needs.


3 ways to gamble away next year's lead gen budget

Stop gambling with next year's marketing budget and play your cards right with Content, Cadence, and Closure.

Hey CMO, want to generate strong leads? Well, then you have to be relevant

In this new world of empowered and engaged consumers, a lead is only a lead if you have connected what is relevant to the customer.

Generate sales-ready webinar leads

Webinars are a good source of leads for many marketers, especially in B2B—but they also have their fair share of challenges.

Wasting traffic with poor conversion

Internet marketing is a two-step forward, one-step back process largely built on trial and error.

Expert Advice

Three "must-haves" when hiring people or partners

Look for three things in the people you hire—whether you're adding staff or selecting your agency partners.

The End (User)

Lessons from (pizza) pie charts

All I really need to know about marketing I learned on summer vacation.

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