August 2013 Issue of Direct Marketing News

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

Marketing Challenge

When a Counteroffer Is as Risky as a Good-bye: Answers

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 ...

Marketing Challenge: An Uncouth Marketing Proposal

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 ...

Case Study

For Smashbox, Education is the Ultimate Foundation

A primer on the prestige makeup brand's content, search, and social strategies.

Q&A: Denny Downs, VP of global marketing, Smashbox

For Smashbox's VP of global marketing working behind the scenes can be just as rewarding as taking center stage.

Special Feature

How Marketers Can Better Serve the Customer

Shredding the barrier between customer service and marketing can create powerful results.

Q&A: Jon Arnold, principal, J Arnold & Associates

The customer service expert talks about the vital need for collaboration between marketing and sales.

Diary of a CMO

Relevancy and Accountability Count Most for CMOs

Month 8: CMOs can secure their seat at the C-suite table by driving business results.

Next

B2B Email Gets Contextual

Just like their B2C counterparts, B2B marketers need to optimize email targeting to grab customers' attention, and fast.

Mobilizing Resources

Brands need to be mobile-aware. The question is: How does one budget for this necessary expense?

Creating Five-Star Synergies

There's no denying that marketers have a lot to say, but they're not always the ones consumers want to hear from.

Hopes Rise for New Postal Reform Bill

The fight for postal reform continues, and hope springs eternal.

One Tough Question

It's All About What Customers Value Most

The marketing power in your customer base comes down to economics—or, in another word, value.

Two Halves of a Holistic Marketing Approach

It's not a question of which is more powerful. Both have power. And both are parts of a greater whole.

Customer Engagement Is Messy, Loyalty Is Clean

When marketers seek to define and measure customer engagement, it's usually quite difficult.

Engaging a Customer Is Like Making a Best Friend

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

CIBA Vision Sets Its Sights on Insight

The contact lens brand leverages a bespoke CRM platform to engage consumers with super-targeted emails.

Heinz Dishes With Customers

The global foodstuffs brand stocks its website with deliciously on-target content for foodservice operators.

Word to the Wise

Word to the wise: Growth Hacker

Hackathons, usually intense IT development sessions, are an increasing popular way for spurring innovation.

Fast Facts

Fast Facts: August 2013

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 ...

Marketing Chatter

Marketing Chatter: August 2013

See what our Twitter followers have been getting up to this month. Follow us @dmnews.

App of the Month

App of the Month: JotNot

If you're struggling with paper documentation, JotNot provides the answer.

Delivered

Delivered: Men's apparel catalogs

What's in our mailbox this month: Men's apparel catalogs. Snazzy.

Editorial

Data Leads to Loyalty

Direct marketers may be obsessed with customer data, but they're not the only ones.

Main Feature

Donahoe's Postal Vision

The USPS has problems. Direct mailers have questions. Who better, we reasoned, to answer them than the Postmaster General?

Battle of the Brands

Which Hotel Marketer Puts the Luxe in Deluxe?

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 ...

The Work

Foul-Mouthed Oven Gets Scrubbed on DRTV

To support the launch of Goo Gone Oven & Grill Cleaner, Marcus Thomas created a clever DRTV campaign with an unexpected star: a talking oven ...

Art Series Hotels' Guests Can Overstay Their Welcome

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 ...

Q&As

Q&A: Evelyn Neill, chief creative office, Doremus New York

Evelyn Neill, chief creative officer at Doremus New York, talks B2B marketing, earning consumer trust, and the beauty of the ocean.

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