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?
Would you hire the "ideal" candidate that had one big flaw?
It's a thorny question. See what our readers had to say about it.
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.
Caesar's new Web initiatives could play a key role in its future.
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.
Use these tips to ensure your B2B social campaign engages.
Diary of a CMO
There's an old saying that sales and marketing collaboration is not a problem, but a process. I subscribe to this maxim.
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 ...
DRTV promoters and advertisers try a digital response alternative to phone numbers and URLs that can link them directly to the sale.
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
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 ...
It is understandable for marketers to feel a little underwhelmed by the Big Data revolution.
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.
Spidey-sense...tingling...with so many responsibilities!
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.
Observations from around the Twitter-sphere.
The Work - Case Study
Office Shoes taps email to boost sales with customer-centric communications.
Eyeglass lens and sunglasses manufacturer Transitions Optical takes a multichannel approach to educate plan reps and brokers.
Word to the Wise
Perhaps multichannel was too straightforward and cross-channel was too boring for retailers and the technology companies that serve them.
What's in our mailbox this month: home furnishings catalogs. Let's get cozy.
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?
Privacy experts tackle the leading privacy issues surrounding on- and offline customer data.
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
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 ...
Moët & Chandon's new brand ambassador Roger Federer kicked off his new role with a slick photo shoot with fashion photographer Patrick Demarchelier.
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 ...
Tripp Westbrook, executive creative director at Firehouse, on the dynamics of the agency/client relationship, and what he'd ask Winston Churchill.
Company of the Week
Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.