February 2012 Issue of Direct Marketing News
• Dell’s transformation: The brand strives to better target its customers • Maximizing email: Avoiding common mistakes to drive better campaign ROI • AT&T CMO heralds targeted approach
New and expecting moms can track regional flu activity with ads from mobile apps.
The "Bring Your Own Friends" campaign from IKEA USA gave back to its customers while at the same time raised money for charity. Who can ...
If you live in New York City and listen to blues-rock band The Black Keys, you probably need someone to repair your apartment's plumbing and/or ...
Talk about your "static" emails. On Jan. 2, Dish Network contacted a Direct Marketing News staffer who willingly agreed to accept emails from the satellite ...
What's in our mailbox this month: Targeted consumer emails from Panera's, Rewards "R" Us, Shari's Berries and Go Daddy. Who had a bright idea and ...
This Is How We Do It
For David Christopher, AT&T's CMO of Mobility and Consumer Markets, it's the power and speed of technology that have made his career most rewarding.
Where are your customers is a provocative question and one many marketers no doubt are asking of themselves. It's more complicated to answer this question ...
Businesses can no longer ignore the social media explosion. For CMOs, success boils down to seven habits.
The digital landscape is confusing. Anybody who has viewed the Terry Kawaja Display Landscape slide knows this. Despite that, we have the opportunity to do ...
Demographic marketing has long been the industry standard, but does it have a future? Andrew Bailey, chairman at Proximity North America; Michael Benedek, president and ...
Dell strives to better target its customers and market its brand.
Avoiding common email marketing mistakes will ultimately drive better campaign ROI.
Battle of the Brands
Abercrombie & Fitch and American Eagle Outfitters use diverse direct marketing approaches to sell similarly priced apparel to teenagers and young adults.
Healthcare reform and signs of economic recovery have insurance marketers retooling their direct marketing efforts to drive relevant messaging to consumers and prospects.
Hiscox USA found that when it sent its direct mail was almost as important as the recipient.
General Electric Company (GE), with digital agency Mekanism, invited its Facebook fans to participate in a photo contest that used Apple's Instagram app.
TDA_Boulder's community service campaign for Colorado chain Hapa Sushi targeted parked cars throughout the Denver and Boulder neighborhoods where people most often go out on ...
Tech startup Cantora Labs hosted a two-day party to display its music technology offerings, including the SmartLounge app.
In advance of Marcus Thomas's planned 2012 move to a larger office space, the Cleveland-based marketing and PR firm got rid of 10-years worth of ...
The interactive BizWords iOS app was created by direct agency Organic for Hilton Garden Inn to "help business travelers decode and navigate the business speak ...
The Work - International campaigns
New Zealand rum brand Stolen Rum, with help from independent market research testing agency Perceptive, conducted blind taste tests last November modeled on the well-known ...
To dispel misconceptions about traveling on a cruise ship and to promote cruising as a fun vacation option, Carnival Australia's P&O Cruises tapped creative agency ...
Paul Notzold, group creative director at Aspen Marketing Services, a division of Epsilon, says good targeting is about building authentic experiences.
The campaign for Adobe's new SocialAnalytics software is skillfully targeted at savvy marketers, social tacticians and CMOs.
Email marketing is no longer a one-to-many communications strategy. Our experts offer up their best advice to help marketers take advantage of consumer expectations.
Imagine that you're about to interview a prospective new hire. You've read their resume, been briefed by HR and are feeling confident that your recruitment ...
The End (User)
While privacy concerns are understandable, what most people care about at the end of the day is the price-value equation. They're willing to give up ...
At Orbitz, targeting based on demographic and psychographic data is so refined that the company sends out campaigns to as little as 10 people.
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.