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December 14, 2009 Issue of Direct Marketing News

Spotlight

Now playing: Yahoo explores video

Yahoo VP of brand packaging solutions Erika Nardini discusses how the portal incorporates branded video through a partnership with GroupM.

Editorial

Marketers look forward after a difficult 2009

As we put this final issue issue of DMNews to bed and close out another year covering the direct marketing front, it is a natural ...

Gloves Off

Are mobile search ads for every marketer?

Smartphones are everywhere — a trend marketers want to take advantage of. But what about mobile search advertising? Two experts debate whether this channel is ...

Main Feature

Search and discover new opportunities

Direct marketers take search measurement beyond last-click metrics to determine its role in buying decisions.

Vertical Feature

Search for the best travel deal

Shopping for travel online often comes down to getting the best deal, and during the recession travelers are even more concerned with finding a bargain. ...

The Work

Creative solutions from H&R Block, PRSA, Cole Haan

From DMNews' special search issue, check out campaigns from H&R Block, the Public Relations Society of America and Cole Haan

Expert Advice

Why is the 'human touch' important for people looking to work in search engine marketing?

When thinking about skills to look for in search hires, a few traits are obvious. Search marketers must be analytically-minded to get the most from ...

Direct Choice

Estee Lauder's social media campaign is a smart departure for luxury brands

Estée Lauder's new social media strategy is a good example of channel marketing as an advertising approach. The cosmetics marketer needed to reach digitally oriented, ...

Analysis

AmEx's new division displays value of data

The data and analytics market has seen considerable action this year, from Merkle's deal for CognitiveData to Adobe's acquisition of Omniture. Even credit card giant ...

Miscellaneous

Test your way to better e-mail response and targeting

E-mail has many strengths, and one of the key attributes that excites marketers is the ability to track and report on subscribers' behaviors. Savvy marketers ...

News Articles

IAB launches educational push

The Interactive Advertising Bureau (IAB) is conducting its first consumer-focused campaign to educate consumers about online privacy. The initiative, called "Privacy Matters," will run throughout ...

Digital shines in 2010 forecasts

Global advertising spending forecasts indicate that the industry can take a small breath of relief looking to 2010.

Shipping rates rise 4.9% in coming year

Rate increases by major shippers FedEx and UPS go into effect January 4, 2010. FedEx announced this month that it will increase standard rates for ...

Nicorette bets quitting smoking will 'suck less'

Just in time for New Year's resolutions, Nicorette launched a $15 million integrated campaign to encourage smokers to kick the habit.

Technique

Unleash the power of search and analytics

Web site visitor footprints, real-time analytics, geographic micro-targeting and search engine strategies can optimize your marketing efforts. Four experts share how to use these technologies ...

Using SEM in tandem with other DM efforts can help drive sales

Given the economic climate and consumers' reluctance to spend, one of the most important things you can do to drive e-commerce is integrate search with ...

For a 360-degree view of customers, track everything from search to conversion

'Tis the season to analyze data. According to a survey by Google and Compete, consumers spent an increasing amount of time on retail sites as ...

To decrease wasted ROI, real-time analytics can help

Online marketers have invested heavily into sophisticated SEM and SEO techniques to drive traffic to their sites, and most are adept at creating and optimizing ...

Get locale-specific with geo-targeting to drive online consumers to the store

Marketers have long segmented their consumer base through geo-targeting at the country, state, city and ZIP code levels. In search, a retailer with a strong ...