August 2014 Issue of Direct Marketing News
• Cover Story: The High-Value Customer Redefined • Case Study: CVS/Pharmacy Devotes "ExtraCare" to its Loyalty Program • CMO Confidential: A Chat With DTS CMO Kevin Doohan • In-Depth: Are B2B & B2C Marketing Really All That Different? • Best Case: Red Roof Inn Turns Weather Woes Into Major Sales • Marketing Challenge: Making Way for New Marketing Technology • + more...
When it comes to mobile push what you really want to do is pull—your customers in.
The Beeb turns to integrated marketing to update its image and make an impression on media buyers and advertisers.
The Portland Trail Blazers live up to its name by innovating a more user-friendly, engaging, and profitable way for fans to buy tickets.
Rack Room Shoes combines data, research, and mobile email to deliver a high-heeled digital loyalty program.
Redbox employs a multichannel strategy to aid the customer experience.
CMO of DTS Kevin Doohan likes his kicks—a collection of more than 100 Nikes that he tweets about nearly every day.
The VP of marketing had backing from his CMO for new software, but the CIO had a different vision. How should he handle it? Read ...
Miranda Bell knows her program will pay off but CEO Dasha Atwala says to nix it. What should she do?
The hotel chain woos stranded airline passengers with deals based on flight cancellations.
7 ways the retailer keeps its program relevant and engaging enough to score points with its customers.
Incentives are one of the top methods marketers use to encourage customers to volunteer information.
Experts weigh in on how marketers can leverage the increasing volume of social interactions to drive engagement and sales.
Marketers discuss the daunting task of—and potential solutions for—tracing sales back to mobile campaigns.
"It's not a matter of 'one email a day is fine, but two emails a day is too much.'"
The U.S. Postal Service has become very good at closing and consolidating postal facilities.
Can marketers harmonize the two ad forms?
Word to the Wise
Who doesn't love a free gift?
Some quick info hits to keep you up-to-date, including the percentage of TV viewers who multitask with a second-screen device.
See what our tweeps have been getting up to this month. Follow us @dmnews.
What's in our mailbox this month: University of Chicago mailers. See which ones make the grade—and which ones, not so much.
Editor-in-Chief Ginger Conlon delves into the new formula for CLTV.
Three companies ditch the notion that big spenders are the best customers, and opt for a modern definition rooted in influence.
B2C and B2B marketers each have their own set of strategies and challenges, but they also have approaches that can apply to the other's marketing ...
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.