August 2013 Issue of Direct Marketing News
• Cover Story: Donahoe’s postal vision • One Tough Question: Which is the more powerful marketing asset, customer engagement or customer loyalty? • Battle of the Brands: The Ritz-Carlton vs. Four Season—Which hotel puts the luxe in deluxe? • Special Feature: How marketers can better serve the customer • Case Study: For Smashbox, education is the ultimate foundation
Your top creative director is about to leave your agency for a cushy position with his number one client. What would you do? See what ...
You know a colleague is applying for job with your direct competitor. Do you share the knowledge or do you stay mum? Answers due to ...
A primer on the prestige makeup brand's content, search, and social strategies.
For Smashbox's VP of global marketing working behind the scenes can be just as rewarding as taking center stage.
Shredding the barrier between customer service and marketing can create powerful results.
The customer service expert talks about the vital need for collaboration between marketing and sales.
Diary of a CMO
Month 8: CMOs can secure their seat at the C-suite table by driving business results.
Just like their B2C counterparts, B2B marketers need to optimize email targeting to grab customers' attention, and fast.
Brands need to be mobile-aware. The question is: How does one budget for this necessary expense?
There's no denying that marketers have a lot to say, but they're not always the ones consumers want to hear from.
The fight for postal reform continues, and hope springs eternal.
One Tough Question
The marketing power in your customer base comes down to economics—or, in another word, value.
It's not a question of which is more powerful. Both have power. And both are parts of a greater whole.
When marketers seek to define and measure customer engagement, it's usually quite difficult.
Loyalty and engagement are interesting dimensions to look at. Before we get to that discussion, however, I'd like to introduce some definitions.
The Work - Case Study
The contact lens brand leverages a bespoke CRM platform to engage consumers with super-targeted emails.
The global foodstuffs brand stocks its website with deliciously on-target content for foodservice operators.
Word to the Wise
Hackathons, usually intense IT development sessions, are an increasing popular way for spurring innovation.
Some quick info hits to keep you up-to-date, including the percentage of agencies that say their clients have increased content marketing spend within the past ...
See what our Twitter followers have been getting up to this month. Follow us @dmnews.
App of the Month
If you're struggling with paper documentation, JotNot provides the answer.
What's in our mailbox this month: Men's apparel catalogs. Snazzy.
Direct marketers may be obsessed with customer data, but they're not the only ones.
The USPS has problems. Direct mailers have questions. Who better, we reasoned, to answer them than the Postmaster General?
Battle of the Brands
Staying in a luxury hotel like the Ritz-Carlton or the Four Seasons is about one thing: the experience. The question is, who has the sleekest ...
To support the launch of Goo Gone Oven & Grill Cleaner, Marcus Thomas created a clever DRTV campaign with an unexpected star: a talking oven ...
What if you didn't have to leave your hotel room at check-out until the next guest had actually arrived. Naked Communications made that dream a ...
Evelyn Neill, chief creative officer at Doremus New York, talks B2B marketing, earning consumer trust, and the beauty of the ocean.
Company of the Week
We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.
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