December 2011 Issue of Direct Marketing News

December 2011 Issue of Direct Marketing News

• Ritz-Carlton CMO reinvents luxury reinvents luxury • Marketers go global • Office politics: Staples and Office Depot duke it out

On the Beat - Email

New Hotmail inbox tools make it easier for users to hide marketing newsletters

Windows Live Hotmail has released five new tools to make email inboxes more user-friendly by weeding out "graymail" messages, or these unwanted, legitimate marketing messages.

Roadify augments mobile app with email newsletter

Roadify updates New York City commuters about mass transit delays via its mobile app, but consumers must sift through a scroll of service changes to ...

Metrics must show impact of marketing on revenue

The way businesses and consumers buy things today has been forever transformed by the abundance of information available on websites and social networks. This is ...

On the Beat - CRM

BMW gains mileage on hybrid campaign through CRM

BMW may sell hundreds of thousands of cars each year, but for its latest model, the all-electric commuter car ActiveE, it's looking for just 700 ...

On the Beat - Digital

Email retargeting: no-brainer for brands

Contextual targeting. Behavioral targeting. Search retargeting. Targeting specific consumer sectors has become table stakes in combating banner blindness.

Digital marketers' next stop: 
the mobile home screen

There is a piece of real estate in the digital world that has been around since the advent of the LCD screen on cell phones ...

Q&A: John Noe, CEO, Rokkan

John Noe, Rokkan's CEO, discusses the relationship between brands' websites and Facebook pages.

On the Beat - Direct Classic

Tracking DRTV orders leads to smarter media placement

With 300-plus direct response TV campaigns under our belt and more than 15 years of experience in online customer acquisition, I believe there's nothing more ...

Hampton's PajamaJeans go viral with DRTV campaign

Hampton Direct, a direct marketer with previous direct response TV (DRTV) successes with the Total Pillow and the Wonder Hanger, faced a challenge with its ...

Brands step up free shipping game for holiday season e-commerce

This holiday shopping season could finally make free shipping the norm among multichannel retailers — and free returns could be next.

On the Beat - Multichannel

Q&A: Bill Bass, president, Charming Direct division, Charming Shoppes

Bill Bass, president of the Charming 
Direct division of Charming Shoppes, discusses the retailer's digital tactics

Sunglass Warehouse filters holiday list with new ESP

Sunglass Warehouse, a division of One Click Internet Ventures, is a Greenwood, Ind.-based retailer of more than 1,000 eyewear products. The online merchant had to ...

Marketers ramp up real-time strategies

Ask any marketer what it takes to effectively reach consumers in a digitized, mobilized and socialized shopping environment and undoubtedly he will say you've got ...

Direct Report

Marketers add location-based strategies to digital arsenal

Location-based advertising has become an integral component of overall communications strategies. This month, several major brands introduced programs that leverage geo-local information to offer consumers ...

Brands weigh premium price tag of rich media tablet ads

AOL, Apple and Yahoo each reportedly charge up to six figures for brands to run interactive ads for tablet devices. While ad rates equivalent to ...

Client defection slams big agencies

Global agency Draftfcb has for two years struggled under the burden of a handful of major client defections, including the Homewood Suites' by Hilton hotel ...

The Lowdown

Is Groupon righting its ship?

Groupon's initial public offering (IPO) last month raised $700 million, the largest IPO by an Internet company since Google's in 2004 generated $1.7 billion. Many ...

Heat Meter

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

This month's meter gauges the launch of restaurant chain Pei Wei Asian Diner's Caramel Chicken entrée; a Universal Pictures scavenger hunt to promote its flick ...

Org Chart

VitalSmarts focuses on 
CRM and client acquisition

Corporate training company VitalSmarts uses its "Awareness Team" to spread the word about the brand's professional training products through social media, and the company also ...


Delivered: Holiday catalogs

What's in our mailbox this month: Holiday catalogs

Duly Noted

Marketers mum on Android patent lawsuit

Although Oracle's lawsuit against Google for infringing on Java patents to develop the Android operating system has the potential to drive up costs for marketers ...

This Is How We Do It

Ritz-Carlton CMO reinvents luxury

Once Chris Gabaldon, chief sales and marketing officer of The Ritz-Carlton Hotel Co. starts talking about his brand, it's hard for him to stop. He ...


Car brands raise digital marketing bar

Automotive manufacturer Ford Motor Co. unveiled the 2013 Ford Escape on Nov. 15 using social game developer Zynga's popular "Words With Friends" game and a ...


Social change: the new frontier

CMOs face an impossible challenge: how to distinguish one brand from the next in a market where price, quality and convenience are at parity. The ...

Buying display: focus on quality

Direct marketers may dominate the digital display advertising market, but most of these marketers are getting as little as one-third of the return they could.

Gloves Off

Should brands discontinue print catalogs?

Two longtime marketers weigh in on whether or not brands should keep print catalogs in their marketing mix.

Main Feature

Going global

To grow their scale beyond borders, marketers must 
negotiate a maze of channels, data and cultures

Nivea's billion-dollar, global multimedia campaign cleans up

Beiersdorf AG's skincare brand Nivea wanted to make a splash upon its 100th anniversary this year, kicking off a one-and-a-half billion dollar global multichannel campaign ...

Q&A: Jennifer Barrett Glasgow, global privacy leader, Acxiom Corp.

Jennifer Barrett Glasgow, global privacy leader, Acxiom Corp., discusses privacy concerns among global marketers.

Battle of the Brands

Office supply chains apply integrated 
strategies to stoke sluggish sales

Office supply chains Staples and Office Depot started the year in equally disappointing fashion.

Vertical Feature

Auto dealer drives ROI with Facebook, out-of-home ads

For five years, dealership Ball Automotive Group shirked in-mall advertising as a means to lure consumers for a test drive.

Alternate spin on digital interaction 
steers auto brands' campaigns

Some marketers may balk at the expense of Volkswagen's videogame for Microsoft Corp.'s Xbox to support the launch of the 2012 Beetle. However, Volkswagen of ...

The Work

Taco Bell promotes MTV VMAs with 
QR codes on meal packages

Taco Bell teamed up with MTV Networks and mobile barcode developer Scanbuy to help customers "Feed The Beat" in the six weeks leading up to ...

Moms: 'It's YoCrunch time'

YoCrunch's first integrated marketing campaign has moms in its cross-hairs.

Facebook app honors 10th anniversary of 9/11 attacks

Tied to a week of National Geographic Channel programming commemorating the 10th anniversary of the Sept. 11 attacks, the "Remembering 9/11" Facebook app allows users ...

The Work - International campaigns

Philips Electronics' contest in tune with aspiring musicians

As part of Royal Philips Electronics' "Obsessed with Sound" campaign, aspiring composers uploaded original tracks to SoundCloud for the chance 
to have their pieces recorded ...

Virtual Glass City brands
 Financial Times in Asia

Visitors to The Financial Times' Glass City landing site "gain deeper insights into world business" by experiencing the London-based newspaper's news analysis and commentary distilled ...


Q&A: John Gagné, SVP and executive 
creative director, Proximity Canada

John Gagné, SVP and executive creative director at Proximity Canada, explains why even in a digital world, classic DM strategies remain key.

Nailed It

Lane Bryant puts personal spin on its sexy integrated campaign for slimming jeans

To help spread the word about its new line of "Tighter Tummy Technology" slimming jeans and slacks, dubbed "T3," curvy fashion designer Lane Bryant pulled ...


Plug-ins: search marketing

Despite the still-shaky economy, marketers continue to increase their investments in search engine marketing, according to several reports. Two of our Plug-ins experts this month ...

Expert Advice

Don't place too much emphasis on prospects' past successes

For an entrepreneur, company founder or CEO, the ability to attract and hire stellar employees defines the potential of your success. When I reviewed our ...

The End (User)

O come, all ye shoppers!

Be my Valentine! Now, let's see what I can buy/purchase/consume to 
express how I feel. A greeting card, for starters, pre-printed with someone else's sentiments, ...


Creativity + ingenuity = Caples

At Caples, now a Direct Marketing News brand, results are secondary to the creative idea, and success is judged in terms of originality.

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