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
If you were the head of consumer insights at a company, would you turn in a marketing colleague for questionable compensation practices?
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 ...
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 ...
Companies with social marketing plans are placing increased emphasis on the importance of brand advocates.
The patent system needs to be updated and the bickering between manufacturers results in inferior products, hurting consumers and marketers.
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 ...
Digital recipe index Allrecipes.com teamed up with Better Homes and Gardens and Campbell's in an aesthetically-pleasing "Best Thanksgiving Ever" Pinterest contest.
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 ...
What's in our mailbox this month: Did these brands hit the mark after the storm of the century...or did they just blow?
In 2013 the postal service will continue promotional initiatives designed both to entice marketers to integrate mobile technologies into their direct mail pieces.
This Is How We Do It
A segment of one. It's "the Holy Grail" or marketing and IBM's Mike Rhodin says technology is going to get us there.
For consumers and retailers alike, the holidays can bring as much stress as they bring joy, laughter, and fruit cake.
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 ...
The secrets to a brand gaining digital "all-star" status are the think multichannel, collaborate cross-functionally, and take creative risks.
Creating buzz and building engagement in the B2C world takes many forms. In B2B, it's all about content marketing.
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
The brand reputations of oil giants BP and Shell are frequently haunted by past controversies—but which brand strikes oil with its marketing?
Walgreens shoppers who check in through Foursquare are offered a unique, scannable coupon, which they can redeem at the point-of-sale.
Like all online endeavors, maximizing the value of digital couponing requires more sophisticated infrastructure and data sharing than many stores currently have.
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's Mex-Over campaign played on the idea of makeovers and drove a 477% spike on Twitter.
Farmers Insurance soups up its marketing with a racing sweepstakes.
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.
Playing off the term "social currency," Kellogg's opened a pop-up store in London's Soho neighborhood dubbed The Tweet Shop.
Dan Fietsam, chief creative officer of ENERGY BBDO Chicago, on the stamina creatives need to succeed and why culture begets creativity.
Chef Boyardee combined event marketing and social recommendations to build brand advocacy among digitally active moms.
In a sea of numbers, there are some that matter when it comes to email marketing and some that only look important.
Effective email marketing is about reaching the right customer with the right message at the right time.
Email marketing might seem like a routine activity by now, yet it remains an important aspect of reaching valuable customers.
Marketing legend and Caples 35 Emerson Award winner Don E. Schultz confides that he finds little courageous about marketing today.
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 ...
Torrence Boone, Google top dog and Caples 35 honorary chair, wants to help you tell a story.
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.