August 2014 Issue of Direct Marketing News

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...

Best Case

The Art—and Craft—of Mobile Push

When it comes to mobile push what you really want to do is pull—your customers in.

BBC Newsroom Comes Alive Through Digitally Enhanced Direct Mail

The Beeb turns to integrated marketing to update its image and make an impression on media buyers and advertisers.

That's the Ticket: NBA Team Revamps Online UX

The Portland Trail Blazers live up to its name by innovating a more user-friendly, engaging, and profitable way for fans to buy tickets.

If Only Engendering Loyalty Was as Easy as Clicking Your Heels

Rack Room Shoes combines data, research, and mobile email to deliver a high-heeled digital loyalty program.

The Many Genres of Redbox's Marketing

Redbox employs a multichannel strategy to aid the customer experience.

CMO Confidential

Building the Ingredient Brand of the 21st Century

CMO of DTS Kevin Doohan likes his kicks—a collection of more than 100 Nikes that he tweets about nearly every day.

Marketing Challenge

Marketing Challenge: Making Way for New Marketing Technology

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 ...

Defending Direct: Answers

Miranda Bell knows her program will pay off but CEO Dasha Atwala says to nix it. What should she do?

Case Study

Red Roof Inn Turns Weather Woes Into Major Sales

The hotel chain woos stranded airline passengers with deals based on flight cancellations.

CVS/pharmacy Devotes "ExtraCare" to its Loyalty Program

7 ways the retailer keeps its program relevant and engaging enough to score points with its customers.


Five Ways to Get Customers to Share Data

Incentives are one of the top methods marketers use to encourage customers to volunteer information.

5 Ways to Enhance the Value of Social

Experts weigh in on how marketers can leverage the increasing volume of social interactions to drive engagement and sales.

Mobile Attribution Is a Work in Progress

Marketers discuss the daunting task of—and potential solutions for—tracing sales back to mobile campaigns.

To Send or Not to Send More Email: That Is the Question

"It's not a matter of 'one email a day is fine, but two emails a day is too much.'"

82 More Postal Facilities to Close; Mailers Expect Not to Notice

The U.S. Postal Service has become very good at closing and consolidating postal facilities.


Word to the Wise

Word to the Wise: Free Gift

Who doesn't love a free gift?

Fast Facts

Fast Facts: August 2014

Some quick info hits to keep you up-to-date, including the percentage of TV viewers who multitask with a second-screen device.

Marketing Chatter

Marketing Chatter: August 2014

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


Delivered: University of Chicago Mailers

What's in our mailbox this month: University of Chicago mailers. See which ones make the grade—and which ones, not so much.


The New Formula for CLTV

Editor-in-Chief Ginger Conlon delves into the new formula for CLTV.

Main Feature

Redefining the High-Value Customer

Three companies ditch the notion that big spenders are the best customers, and opt for a modern definition rooted in influence.


Are B2B and B2C Marketing Really All That Different?

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 ...

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