February 2013 Issue of Direct Marketing News

February 2013 Issue of Direct Marketing News

• Main Feature: Top 5 Privacy Issues Revealed • In-depth case study: At Caesars, Digital Marketing Is No Crap Shoot • Special feature: Best Practices—B2B Social Marketing • Infographic: Are You a Marketing Hero?

Marketing Challenge

Marketing Challenge: Too Much Information?

Would you hire the "ideal" candidate that had one big flaw?

Is a loss leader sustainable? Answers

It's a thorny question. See what our readers had to say about it.

Case Study

At Caesars, Digital Marketing Is No Crap Shoot

When it comes to ROI in digital marketing, Caesars isn't gambling. Here's how it uses analytics to plan and cash in on its promotional activities.

Big Data, Big Stakes

Caesar's new Web initiatives could play a key role in its future.

Special Feature

Social Marketing Means Business

B2C companies aren't the only ones using social marketing to build customer engagement. B2B firms are using it as a part of the sales funnel.

3 Ways to Leverage Social Media Marketing

Use these tips to ensure your B2B social campaign engages.

Diary of a CMO

As Marketing Strategy Evolves, So Must People and Processes

There's an old saying that sales and marketing collaboration is not a problem, but a process. I subscribe to this maxim.


Lead Nurturing: Finding the Sweet Spots in the Marketing Funnel

B2B marketing can be tricky business. One of its biggest challenges is that prospects can go underground for months at a time without actually losing ...

Will Mobile Apps Give DRTV Appeals Their Due?

DRTV promoters and advertisers try a digital response alternative to phone numbers and URLs that can link them directly to the sale.

Should Agencies Build Tech?

In the ongoing search for a competitive edge, agencies are developing in-house solutions to avoid reliance on technology vendors and improve communication.

One Tough Question

Data-Driven Customer Experience

Leveraging the power of Big Data analytics—through the integration of all data elements—is a new approach and a must for the faster decision making required ...

Why Big Data Is a New Ball Game

It is understandable for marketers to feel a little underwhelmed by the Big Data revolution.

Thinking Differently About Data

Big Data is just data. In our experience, however, it does require a new way of thinking because of the possibilities it offers to marketers.


Infographic: Are You a Marketing Hero?

Spidey-sense...tingling...with so many responsibilities!

Fast Facts: February 2013

Some quick info hits to keep you up-to-date, including the number of additional leads generated by B2B companies that blog versus those that don't.

Marketing Chatter: February 2013

Observations from around the Twitter-sphere.

The Work - Case Study

Shoe Retailer Puts Its Best Foot Forward with Targeted Email Marketing

Office Shoes taps email to boost sales with customer-centric communications.

An Eye-Opening Awareness Campaign

Eyeglass lens and sunglasses manufacturer Transitions Optical takes a multichannel approach to educate plan reps and brokers.

Word to the Wise

Word to the Wise: Omnichannel

Perhaps multichannel was too straightforward and cross-channel was too boring for retailers and the technology companies that serve them.


Delivered: Home Furnishings

What's in our mailbox this month: home furnishings catalogs. Let's get cozy.


Do You Know Me? Should You?

The question isn't how well do you know your customers—it's how well should you know them to meet your goals while best serving them?

Main Feature

Top 5 Privacy Issues Revealed

Privacy experts tackle the leading privacy issues surrounding on- and offline customer data.

COPPA: Not Child's Play

It's a federal regulation that affects companies like Nimbus Games, a mobile game publisher for children primarily between the ages of four to nine.

Battle of the Brands

Which Dating Site Delivers the Love? Match.com vs. eHarmony

The stigma on relationships that originate online has vanished. Now it's just a matter of choosing the best site. But which site has the best ...

The Work

Tennis Star Sexes Up Classic Champagne Brand

Moët & Chandon's new brand ambassador Roger Federer kicked off his new role with a slick photo shoot with fashion photographer Patrick Demarchelier.

Kraft's Cool Digital Campaign is Anything But Cheesy

Kraft Macaroni & Cheese's "Dinner, Not Art" initiative has one aim in mind: to help people create lovely macaroni art without putting a single noodle ...


Q&A: Tripp Westbrook, ECD, Firehouse

Tripp Westbrook, executive creative director at Firehouse, on the dynamics of the agency/client relationship, and what he'd ask Winston Churchill.

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Company of the Week

PAN Communications is an award-winning integrated marketing and public relations agency for B2B technology and healthcare brands. PAN's data-driven approach allows the firm to specialize in public relations, social media, content and influencer marketing, and data and analytics. PAN partners with brands to create unique, integrated campaigns that captivate audiences.

Find out more here »

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