February 2011 Issue of Direct Marketing News

February 2011 Issue of Direct Marketing News

• Defining Draft: Howard Draft’s swift rise marked by agility • Deal-driven shopping • Integrated campaigns lead insurance sector

On the Beat - Email

E-mail surveys help marketers round out CRM strategies and evaluate progress

The relaunch of Bloomberg Businessweek last April followed a large e-mail survey sent to subscribers designed to get a sense of what they'd like to ...

Successful e-mail marketing relies on data and timing

Marketing supports two primary business objectives: business getting and business keeping. Fortunately for marketing professionals, e-mail has firmly established itself as the most cost-effective tool ...

Miami Dolphins integrates data and eliminates waste

The football organization's database included a handful of different marketing lists from various sources including ticket sales, merchandise sales, season ticket programs and youth programs.

On the Beat - CRM

Marketers employ analytics to measure mobile activity and improve campaigns

Marketers are beginning to mine data from mobile transactions and brand interactions with the same interest they glean information from other more traditional media sources.

On the Beat - Digital

Brands create plans for tablet immersion

Analysts are already calling 2011 "the year of the tablet." Marketers are preparing for that prediction to become reality by launching mobile marketing apps and ...

Give consumers control over text marketing initiatives

It may be fairly simple to create a text message program for customers, but, like all effective marketing efforts, mobile must be measured and prove ...

Q&A: Jeff Wisot, VP of marketing at Buy.com

Jeff Wisot, VP of marketing at Buy.com, explains his portal's e-mail campaigns and why it is turning to social media

On the Beat - Direct Classic

Credit card mailers shift their focus to rewards and customer acquisition in 2011

A stabilizing economy and an energized competitive environment has had credit card issuers out in full force, enticing potential new customers as well as current ...

Leverage telemarketing for higher profits, sales

A fundamental truth of online marketing is that not every customer can be generated solely through the Internet, and even fewer will be generated by ...

Quick response codes draw crowd at ImageOut festival

The ImageOut Festival in Rochester, NY has steadily grown in its 18-year history, most recently screening 87 films to more than 10,000 attendees last October. ...

On the Beat - Multichannel

Post-holiday remarketing tactics begin

The 2010 holiday season was a merry one for retailers. Consumer spending rebounded 5% compared with last year, the largest increase since 2005, according to ...

Q&A: Dan Saia, VP of consumer engagement, Dunkin' Donuts

Dan Saia, VP of consumer engagement at Dunkin' Donuts, discusses its advertising, social media and interactive strategies

Data-driven analytics yield better offers at Navy store

The Navy Exchange is a $2.5 billion retailer with more than 300 stores across the globe that caters to active and retired US sailors and ...

Direct Report

Marketers begin to dabble in addressable TV ad programs

Marketers are beginning to test addressable advertising with cable TV and DVR providers to serve relevant ads in consumers' homes.

Direct and digital job market sunnier than other industries

Direct and digital marketing job seekers will fare better this year than prospects throughout the rest of the US economy, industry experts said.

Customers add to agencies' duties

Business has slowly picked up at direct marketing agencies over the past year, particularly as existing clients have boosted marketing spending or sought additional services ...

The Lowdown

Groupon: Passing fad or next giant?

Groupon stunned industry observers when it turned down a reported a $6 billion acquisition offer from Google last December. Weeks later, it raised nearly $1 ...

Heat Meter

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

The Milk Processor Education Program's latest TV and print ad campaign, featuring actress Susan Sarandon, encourages consumers to visit WhyMilk.com to learn why they should ...

Org Chart

Eloqua creates new social media jobs

Eloqua, a Washington, DC-based marketing software company,credits its marketing team for driving a large portion of this growth, including sourcing 60% of new business in ...

Duly Noted

Marketers support e-commerce legislation

Industry experts said the Restore Online Shoppers' Confidence Act, passed in December, will protect some consumers by curbing dishonest practices, but it won't affect most ...

This Is How We Do It

Draft's swift rise marked by agility

About a year after graduating from Wisconsin's Ripon College, Howard Draft was one of the 13 founding employees of new direct marketing agency Kobs & ...


Marketers' secret weapon: direct mail

Direct mail. Nobody talks about it. It's not cool. It's the Rodney Dangerfield of direct marketing. When marketers talk about it, it's usually in the ...

Boost sales with interactive TV

The drumbeat has pounded for decades: Interactive television is here. From Qube to the Full Service Network, from Wink to Navic, there's been no shortage ...

Internalize social for marketing

The chief marketing officer's role is undergoing a massive shift that matches the shift we're seeing to a mobile and social online world. The Internet, ...

Gloves Off

Will digital deals soon dull print coupons?

Gregory Kim, head of marketing and strategy at Savings.com, and Suzie Brown, CMO at Valassis, discuss the future of couponing.

Main Feature

Interview with David Friedman, president of marketing at Sears Holdings

"E-tailing is a big part of what retail is today," says David Friedman, president, marketing at Sears Holdings Corp. He should know: Friedman, who joined ...

Hooked on discounts

Online retailers drove a holiday season of aggressive discounts that may be ingraining a culture of 24/7 bargain hunting among their customers.

Discount mastery

Despite a seemingly nonstop deal-of-the-day bonanza this past holiday season, retailers remained careful in determining how to position price cuts.

Battle of the Brands

Drugstore chains compete for customer loyalty and growing online sales

As consumers are faced with rising healthcare costs, competition among the country's leading drugstore chains, CVS and Walgreens, has increased, fueling sector-wide acquisitions and dueling ...

Vertical Feature

Insurance marketers broaden reach by expanding into new channels

Insurance marketers kicked off 2011 with a plethora of new direct response campaigns, from TV spots to Facebook sweepstakes.

Health insurer exceeds goal

Part of the Obama administration's health reform legislation shortened the annual marketing and enrollment period for Medicare Advantage, from six months to three months.

The Work

Johnny Rockets celebrates 25 years with integrated sweepstakes campaign

Johnny Rockets harkened back to its roots to kick off its June 2011 25th anniversary, launching the restaurant's "Celebrating the Originals" campaign in December. Those ...

Arizona shows off its scenery

The Arizona Office of Tourism's "In One Word — Arizona" campaign directs potential tourists to its website, Arizonaguide.com, to explore vacation options, travel deals or ...

Carnival's 'bucket list' contest

Carnival Cruise Lines' "Hey America, Didja Ever" Facebook campaign provides adventure seekers the chance to win a free cruise and other prizes by documenting activities ...

The Work - International campaigns

Amnesty 'Fence' art educates

An Amnesty International campaign used stark "Fence" artwork to encourage the public to sign an online petition in support of Troy Davis, who has been ...

UNA of Sweden requests selfless love on Facebook

The Offer: The United Nations Association of Sweden's (UNA-Sweden) "Unselfish Status" campaign encourages Facebook users who "Like" the nonprofit to donate to its causes.


Q&A: Ken Fitzgerald, executive creative director at Catalyst

Ken Fitzgerald, executive creative director at Catalyst, talks about how to integrate across channels and the impact of digital on CRM strategies

Nailed It

IBM's virtual event drives lead generation in a period of diminutive travel budgets

Imagine circulating in a virtual environment online with business executives from around the world. Your virtual briefcase is filled with presentations, documents and business cards ...


Direct mail unmatched in marketer toolkit

Direct mail doesn't work, direct mail is too expensive, and now direct mail is obsolete — I've heard this type of rhetoric for years. It's ...

Tactics to ensure your direct mail is opened

As direct marketers, we've been warned. Much research has shown we have three seconds to convince our target to open our mailing. If we don't ...

Keep direct mail short, simple and personal

Direct mailers all know about the relative importance of factors that contribute to direct mail success and above all, the value of constant testing to ...

Expert Advice

Recruiting 101 for Web 2.0 - Why you should use social networking sites

One of our 2010 quarterly hiring surveys included a question on how digital and direct marketing employers were leveraging the social networks to fill their ...

The End (User)

Warning to retailers: Don't clutter my e-mail inbox

Just minutes after the ball dropped to usher in the new year, my Blackberry buzzed. I had already hugged or called my closest family and ...

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