December 2012 Issue of Direct Marketing News

December 2012 Issue of Direct Marketing News

• Main Feature: Loyalty reprogrammed—Marketers need a new, data-centric approach to customer loyalty • Battle of the Brands: Oil giants Shell and BP try to stay slick while containing the spillage of negative perception • Special feature: Rise above a crowded digital landscape • Brand Spotlight on IBM: Big Blue’s “smart” marketing approach

Marketing Challenge

October 2012 Marketing Challenge: Answers

If you were the head of consumer insights at a company, would you turn in a marketing colleague for questionable compensation practices?

Is a loss leader sustainable?

As Rashima Karden and Bill Dunbar waited to present their case to Zap Electronics CEO Jenna Savas, uncertainty failed to unnerve them. They knew their ...

Direct Report

DRTV marketers tune out social

A self-proclaimed media agnostic, InterMedia Advertising's president and CEO, Robert Yallen, says there's one channel he discourages marketers from integrating into their DRTV spots: social ...

Brands recognize the "I" in influencer in social media

Companies with social marketing plans are placing increased emphasis on the importance of brand advocates.

The Lowdown

Is the U.S. patent system broken?

The patent system needs to be updated and the bickering between manufacturers results in inferior products, hurting consumers and marketers.

Heat Meter

Red Bull's social free fall

Austrian daredevil Felix Baumgartner broke the world record for skydiving, as well as the sound barrier, by jumping from 24 miles above the New Mexico ...

Allrecipes.com leverages Pinterest to get allemails

Digital recipe index Allrecipes.com teamed up with Better Homes and Gardens and Campbell's in an aesthetically-pleasing "Best Thanksgiving Ever" Pinterest contest.

Agency casts shadow on #FirstWorldProblems

It's hard to fault an agency's pro bono charity work, but there's something a bit snide about DDB New York's Twitter initiative for Haitian clean ...

Delivered

Delivered: Post-Hurricane Sandy emails

What's in our mailbox this month: Did these brands hit the mark after the storm of the century...or did they just blow?

Duly Noted

The U.S. Postal Service steps up its mobile game

In 2013 the postal service will continue promotional initiatives designed both to entice marketers to integrate mobile technologies into their direct mail pieces.

Spotlight

Big Blue's "smart" marketing approach

A segment of one. It's "the Holy Grail" or marketing and IBM's Mike Rhodin says technology is going to get us there.

Editorial

Customer loyalty: The gift that keeps on giving

For consumers and retailers alike, the holidays can bring as much stress as they bring joy, laughter, and fruit cake.

Main Feature

Loyalty reprogrammed

Customer loyalty has become ever more tenuous. Marketers need to rethink their approach to building and sustaining loyalty—and data is how they'll amp up their ...

Rise above a crowded digital landscape

The secrets to a brand gaining digital "all-star" status are the think multichannel, collaborate cross-functionally, and take creative risks.

Digital marketing mastery in the B2B world

Creating buzz and building engagement in the B2C world takes many forms. In B2B, it's all about content marketing.

Q&A: Jeff Diskin, SVP of global customer marketing, Hilton Worldwide

Jeff Diskin, SVP of global customer marketing at Hilton Worldwide, must keep 34 million HHonors members happy and returning for repeat stays.

Battle of the Brands

Oil giants try to stay slick while containing the spillage of negative perception

The brand reputations of oil giants BP and Shell are frequently haunted by past controversies—but which brand strikes oil with its marketing?

Vertical Feature

Walgreens checks in with Foursquare for a mobile coupon program

Walgreens shoppers who check in through Foursquare are offered a unique, scannable coupon, which they can redeem at the point-of-sale.

Grocery retailers check out digital coupons with mixed approaches

Like all online endeavors, maximizing the value of digital couponing requires more sophisticated infrastructure and data sharing than many stores currently have.

The Work

Washington state winery urges women to take a well-deserved minute to relax

R&R can be a scarce commodity among 20- and 30-something moms, which is why Chateau Ste. Michelle, a Washington state-based winery known for its Riesling, ...

Ortega promotes spicy Mexican makeovers

Ortega's Mex-Over campaign played on the idea of makeovers and drove a 477% spike on Twitter.

Farmers Insurance puts the social pedal to the medal

Farmers Insurance soups up its marketing with a racing sweepstakes.

Renault's teeny Twizy gets a charge on a Pinterest banner

Renault tapped Spanish agency Orbital Proximity to devise an ad for Pinterest, despite the fact that the social network doesn't currently allow traditional advertising formats.

Londoners barter tweets for Kellogg's savory treats

Playing off the term "social currency," Kellogg's opened a pop-up store in London's Soho neighborhood dubbed The Tweet Shop.

Q&As

Q&A: Dan Fietsam, chief creative officer, ENERGY BBDO Chicago

Dan Fietsam, chief creative officer of ENERGY BBDO Chicago, on the stamina creatives need to succeed and why culture begets creativity.

Nailed It

ConAgra's engaging party campaign lets moms wear the Chef Boyardee hat

Chef Boyardee combined event marketing and social recommendations to build brand advocacy among digitally active moms.

Plug-ins

5 meaningful numbers that don't lie

In a sea of numbers, there are some that matter when it comes to email marketing and some that only look important.

3 tips to optimize your email campaigns

Effective email marketing is about reaching the right customer with the right message at the right time.

4 compelling ways to drive clicks

Email marketing might seem like a routine activity by now, yet it remains an important aspect of reaching valuable customers.

Features

Don Schultz on the evolution of marketing integration

Marketing legend and Caples 35 Emerson Award winner Don E. Schultz confides that he finds little courageous about marketing today.

Doing innovative work means constantly challenging yourself

Ever since taking a commercial arts class in high school, Robert Rasmussen, this year's winner of Caples' Irving Wunderman Award, says he knew where he ...

Digital technology that goes well beyond creativity

Torrence Boone, Google top dog and Caples 35 honorary chair, wants to help you tell a story.

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