December 2010 Issue of Direct Marketing News

December 2010 Issue of Direct Marketing News

On the Beat - Email

ESPs turn to 'freemium' models to help upsell budget-conscious businesses

E-mail service providers have found a new way to acquire customers in the small business category, a cost-conscious group, by way of an age-old marketing ...

Yahoo Mail offers new engagement opportunities

Yahoo recently unveiled a new webmail interface worldwide, codenamed "Minty," which follows on Hotmail's recent makeover and Gmail's release of the "Priority Inbox."

Case Study: La Quinta narrows target to boost guest loyalty

The marketing team at La Quinta Corporation, a hotel chain of more than 800 properties, suspected that it could get more out of its frequent ...

On the Beat - CRM

Banks roll with new financial regulations to learn more about their customers

Financial institutions are emphasizing transparency and choice, and trying to learn more about their customers, increase loyalty, and better target their offers in response to ...

Make accurate customer data the center of loyalty efforts

Your customers are your most valuable asset. It will always be important to secure new customers, but businesses also need to leverage relationships with existing ...

On the Beat - Digital

Checking in improves viewer loyalty

Cable and broadcast television networks are asking fans of their shows to "check in" via social media between seasons.

Mobile is a necessity for modern marketing programs

Mobile is essential for any retailer's multichannel strategy. This is true, not only because mobile penetration is so high, but because people have an "always-on" ...

On the Beat - Direct Classic

Catalogers push free holiday shipping

This may be remembered as the season of free shipping. Many catalogers are offering free delivery, often with no minimum-spending limit, to get the attention ...

On the Beat - Multichannel

Q&A: Chris Davis, SVP at Gaia Online

Chris Davis, SVP at Gaia Online, talks about how virtual worlds use digital advertising to reach consumers

Case Study: AT&T's wi-fi promotion to hospitality execs a winner

Dependable and accessible high-speed wireless has become a critical component of hotel service to guests, but many hotels are still lacking the infrastructure

Prioritizing consumer personalization

Instead of trying to force some 140 million books into arbitrary genre buckets, Richard Davies, a direct e-mail belletrist for AbeBooks, consults purchase history and ...

Q&A: Barry Westrum, CMO of Yum Brands' 640 A&W Restaurants

Barry Westrum, CMO of Yum Brands' 640 A&W Restaurants, discusses its recent campaign

Case Study: P&G rebate program helps fill shopping baskets

A shopper marketing program helped Procter & Gamble drive incremental sales while driving awareness of its Future Friendly platform, which aims to educate consumers on ...

Direct Report

Facebook messaging revamp prompts strategy review

E-mail marketers don't expect Facebook's revamped messaging system to replace traditional e-mail service, but they are watching the platform's rollout to see how they can ...

Localized coupon websites gain ground with consumers

Consumers are rushing to group coupon services like Groupon and LivingSocial, spawning imitation platforms and coupon aggregators.

Brands look to agency networks

Marketers including Carhartt, Mazda and The Sports Authority, have flocked to agency networks in the past two months to leverage the expertise of distinct firms ...

The Lowdown

Nielsen data error spooks industry

Ratings and data provider The Nielsen Co. told customers last month that it erroneously reported a 22% year-over-year decline in consumers' time spent on some ...

Heat Meter

Heat Meter

Our look at the most - and least - engaging social media

Org Chart

Queensboro Shirt Co. finds digital a good fit

The Queensboro Shirt Co., launched by founder and president Fred Meyers in the late 1970s, recently launched two new direct sales channels: an iPhone application ...



What's in our mailbox this month: Nonprofit

Duly Noted

Marketers hope new legislators tackle USPS

American voters sent a clear message about government spending last month when they voted in a new House of Representatives class dominated by Republicans.

This Is How We Do It

Harvard Business CMO sets course

Harvard School of Business' first CMO, Brian Kenny, enjoys being in charge of marketing in the midst of one of the most business-focused institutions in ...


Are you giving your customers value?

Value. As I perused the final draft pages of this month's issue, it struck me how many of our stories involve the idea of providing ...


From broadcast to narrowcast

It's no longer sufficient to simply focus on product, brand, media or channel. Customers are the center of today's marketing conversations.

Gloves Off

Should brands focus on mobile apps?

John Shegerian, chairman and CEO of Electronic Recyclers International, Inc., and Tim McLaughlin, president and founder of Siteworx, debate.

Main Feature

Innovations in loyalty

Marketers find new ways stand out by adding flexibility and better incentives

Four ways to measure loyalty

Loyalty programs can help businesses retain customers, but they can also be expensive. In order to justify the spend, marketers must constantly assess these programs.

Battle of the Brands

Low-cost carriers earn marketing stripes despite industry challenges

Rising oil prices followed by a brutal recession that saw a plunge in both business and leisure travel threatened the airline industry as a whole ...

Vertical Feature

Direct mail continues to deliver top rewards in nonprofit industry

Nonprofit marketers continue to rely on their long-standing marketing strategies, direct mail in particular, even as they move to integrate other online and social media ...

Case Study: Habitat tests new mailers

Consumers associate the hands-on, outdoor work of Habitat for Humanity volunteers, who build homes for the underprivileged, with warm weather.

The Work

Celebrating its pioneering spirit, Glenfiddich offers giveaways to enterprising customers

Single malt Scotch whisky maker Glenfiddich recently launched a campaign emphasizing the brand's pioneering spirit with the theme, "One Day You Will."

Jay-Z book takes unique tour

To promote the November 16 release of Jay-Z's autobiography, Decoded, Spiegel & Grau, a division of Random House, partnered with Bing and Droga5 for an ...

Lufthansa's 'Flavors of India' shows flights to India

Important Indian holidays fall in October and November, so Lufthansa introduced a campaign to celebrate Indian food.

The Work - International campaigns

Yellow Pages bakes a sale

The Yellow Pages in Melbourne, Australia, sought to demonstrate advertising efficacy in its small business pages, so it created a case study.

SPCA in Hong Kong appeals to the craving for more space

The Society for the Prevention of Cruelty to Animals in Hong Kong partnered with DDB and Tribal DDB to raise awareness of battery-farming practices in ...


Q&A: Lynn Fantom, chairman and CEO, ID Media

ID Media's chairman and CEO, Lynn Fantom, explains how technology has both leveled and complicated the playing field

Nailed It

Data integration with sales incentives drive car sales at MileOne dealership

For car dealership network MileOne, lead generation can be tricky business. It does generate leads for consumers in the market to buy a car, but ...


Leverage data to grow customer loyalty

Have you ever received a promotion from a company for a product you've already purchased from them? If so, you're not alone.

Avoid new database vendor problems

After selecting a new marketing database vendor, marketers can become complacent. After all, if the marketer just spent considerable effort putting vendors under a microscope, ...

Analytics' role in today's creative agency

According to global intelligence firm IDC, "In 2010, 1.2 zettabytes of digital information will be created." A zettabyte is one trillion gigabytes! More than ever, ...

Expert Advice

Use holiday cards to deepen customer relationships

Many companies abide by the traditional holiday practice of sending a greeting card to their customers, but how many actually try to accomplish more with ...

The End (User)

Best is yet to come ... if marketers build it

It is a time of intense transition in the music business. New technologies are changing the definition of content and distribution. A young singer competes ...

Data Bank

Data Mine

Our pick of the latest list moves in the industry this month, including All-American Democrat Voters, American Baby, Boomers and Seniors Seeking Care Facilities, BusinessMine ...


Integrated marketing begins with experience

Direct Marketing News convened a group of professionals in September for a Valassis-sponsored roundtable to discuss issues inherent in creating direct marketing programs.

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