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
A boutique hotel used an email campaign featuring a video of its event space to garner a 20% open rate.
On the Beat - CRM
Amid declining print magazine sales, some publishing companies are turning to database and CRM solutions to drive subscriptions.
On the Beat - Digital
Marketers are increasingly focusing on making rewards relevant, varied, and alluring enough to keep individuals coming back to play.
On the Beat - Direct Classic
Insert marketers taking a data-driven approach can drive conversions by more precisely targeting customers based on their individual profiles and past behavior.
In today's integrated marketing world, clients expect agencies to be versed in all media and channels.
While growth in ad exchanges makes serving ads across the Internet in real time cheaper and easier, brands have a dilemma.
Twitter sent tweeters aflutter, offering "expanded Tweet" options to exclusive partner websites—with a wider rollout to follow.
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 marketers at Fox built even more buzz around the much-hyped film by creating a very high-tech-feeling, viral social media campaign.
The RNC's campaign to kill Obamacare aimed to get its point across using a heavy dose of social and Web.
While Wichita State University's strategy is solid, it's not particularly innovative.
What's in our mailbox this month: Automobile mailers. See how Hyundai, Honda, Toyota, and Volkswagen rated.
W3C has been in talks about "Do Not Track" (DNT), but little, so far, has been resolved.
This Is How We Do It
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 ...
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.
Managing online business listings requires a long-term, strategic marketing strategy for maintaining information across many local search platforms.
Is this Pinterest's moment? Certainly from all the buzz you would think so.
Digital marketers are torn on the potential effect of "Do Not Track" legislation.
Readers respond to the August Gloves Off question: Will "Do Not Track" destroy online ads?
As much as the marketing landscape changes, many of the DRTV aspects that made it attractive to marketers for decades remain unchanged.
A multichannel approach provides a clearer picture of DRTV's potential.
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
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.
Flavored rum brand Sailor Jerry leveraged a series of very cool events to promote liquor to millenials over 21.
Marketing efforts targeted toward savvy, demanding millenials need to foster engagement through entertainment.
Pampers Canada used Facebook to create the first-ever version of "O Canada" performed entirely by babies.
Customers who check into a Denny's restaurant in all 50 states win a savory prize: free Grand Slam breakfasts for life.
According to Snickers, when people are hungry, they do stupid things.
Hiscox's 'Leap Year' Web series builds brand awareness and affinity for the business insurance provider.
Powerboat retailer Russo Marine launched a multichannel promotion to rev up traffic to its physical showroom.
Margaret Johnson, ECD and associate partner at Goodby, Silverstein & Partners talks design, marketing technology, and social strategies.
Duke University's Fuqua School of Business created a virtual game that was fun, engaging and fulfilled its marketing needs.
Stop gambling with next year's marketing budget and play your cards right with Content, Cadence, and Closure.
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.
Webinars are a good source of leads for many marketers, especially in B2B—but they also have their fair share of challenges.
Internet marketing is a two-step forward, one-step back process largely built on trial and error.
Look for three things in the people you hire—whether you're adding staff or selecting your agency partners.
The End (User)
All I really need to know about marketing I learned on summer vacation.
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.