January 2011 Issue of Direct Marketing News

January 2011 Issue of Direct Marketing News

• Ally’s brand steward: CMO Sanjay Gupta ignites rebranding • Mobile ad primer: Mobile sets the agenda • Striking a balance between skeptical teens and their cautious parents

On the Beat - Email

Image issues thwart mobile e-mail plans

Marketers continue to struggle to ensure their e-mail marketing messages, images in particular, display accurately on mobile devices.

E-mail resolutions to attract and keep customers in 2011

When your e-mail program is profitable and running smoothly, don't get complacent.

Vendor unlocks e-mail retargeting revenue stream

Video provider Movies Unlimited was fortunate to possess solid website traffic, but it had a problem with shopping cart abandonment.

On the Beat - CRM

Niche brands boost Facebook campaigns with analytics, but still desire more data

Marketers' use of Facebook has exploded in recent months, and brands with niche audiences have begun to use the site's social media analytics to better ...

On the Beat - Digital

Brands use house parties to collect data

Sony and Michelin are among the marketers who are combining events in consumers' homes with digital and direct marketing tactics to build ongoing relationships with ...

Brands should self-regulate to avoid government steps

The Federal Trade Commission recently released a framework for balancing consumer privacy and innovation online, which includes a "Do-Not-Track" mechanism.

Q&A: Blake Callaway, SVP of marketing, SyFy

Blake Callaway, SVP of marketing, brand and strategy at cable network SyFy, discusses new ways to engage viewers

On the Beat - Direct Classic

B-to-b marketers initiate consumer push

Single-cup coffee brewing company Keurig is well known for the brewers it sells to corporations.

Banish the bull — and the 'solution' — to tell it like it is

One would think that by now, the word "solution" would have run its course as a direct marketing and sales word.

Chico's marketing automation strategy pays dividends

Chico's FAS, a women's retail company, was having a hard time using customer data effectively.

On the Beat - Multichannel

Retailers testing out e-catalog versions

A growing number of retailers have released app and digital versions of their printed catalogs, in an effort to reach a wider audience of shoppers.

Q&A: Stephen Thomas, VP of marketing, Edible Arrangements

Edible Arrangements' VP of marketing explains how the fruit franchiser targeted men for the first time last year

Roku's Refer-a-Friend boosts both sales and awareness

The Roku product line isn't new but the company wanted to raise brand awareness, as well as acquire new customers in new areas.

Direct Report

Household names use DRTV to show off new product lines

Major brands, including 3M and Western Union, have recently turned to direct response TV to raise consumer awareness and support retail promotions.

Retailers poised to launch major e-commerce upgrades

Clothing retailers are launching major e-commerce initiatives this quarter, taking advantage of improved consumer spending and more comfort among consumers with online shopping.

Agencies rebrand as priorities shift

Direct marketing agencies are updating their names, logos and taglines to emphasize new capabilities in areas they are not traditionally know for, such as digital ...

The Lowdown

Web giant Yahoo continues job cuts

Yahoo, once the king of the dot-com world, continued to downsize staff last month, laying off hundreds of employees.

Heat Meter

Heat Meter

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

Org Chart

CardFlex direct response units set for quick action

CardFlex, a b-to-b company that provides transaction processing services and payment technologies, conducts the majority of its lead generation work through its in-house direct response ...

Duly Noted

Marketers chafe at Do-Not-Track proposal

Marketers reacted with weariness to the Federal Trade Commission (FTC) proposal to implement an online "Do-Not-Track" option that would allow consumers to opt out of ...

Spotlight

Ally Bank's CMO ignites rebranding

Sanjay Gupta joined GMAC Inc. as CMO in March 2008, the same month that investment firm Bear Stearns collapsed.

Editorial

Seek change, apply change, repeat

"It is not about adapting and accepting change anymore. It is about aggressively seeking it, being first to apply it, and then seek it again."

Op-Ed

Industrial gets social, virtual

B-to-b marketing professionals have goals as well as challenges in mind for the year ahead, and what works for one company may not for another.

Skepticism rules in the new year

Digital marketing strategies in 2011 will be played out against a background of macro-trends in the US culture and the economy.

Gloves Off

QR codes: Are they worth the investment?

Susan Kelly, VP at Xerox, and Frank O'Brien, founder of Conversation, debate the pros and cons of quick response codes

Main Feature

Mobile sets agenda

Mobile advertising, once nascent, has grown into an increasingly important, but fractured marketplace.

How to navigate a mobile ad buy

Navigating a mobile ad buy can be confusing for even the most astute marketers. Michael Becker, co-author of Mobile Marketing for Dummies and MD at ...

Battle of the Brands

Suburban happy hour kings cultivate new customer relationship strategies

Direct marketing plays a major role in the consumer outreach efforts of competitive brands Chili's and TGI Friday's.

Vertical Feature

Marketers strike a balance between skeptical teens and their cautious parents

As the teen segment continues to grow, marketers are getting more creative in how they reach out to these plugged-in skeptical consumers.

Web series engages teens

Kmart's marketing team wanted teens to think of its exclusive clothing lines when it came time for back-to-school shopping.

The Work

Sephora syncs iPhone app release with multilevel campaign

Sephora gave away a free sample of makeup for customers who downloaded its iPhone app that it launched in late October.

Sprint tries embedded video

Sprint targeted large construction companies with a campaign that highlighted how the telecommunication company's NextMail service could benefit their business.

Rewards found in shaving

The Art of Shaving's first national advertising campaign included print and outdoor spots, accompanied by direct mail pieces inviting customers to become part of the ...

The Work - International campaigns

Vodafone offers 'Manicurves'

The Offer: Vodafone worked with Amsterdam-based They agency this past summer to promote the launch of Holland's first prepaid Blackberry, the Blackberry Curve.

Stella takes Brits for a ride

Stella Artois offered select London pub visitors the chance to participate in a series of scenes produced for a promotion around its Stella Artois Black ...

Q&As

Q&A: Mat Zucker, chief creative at OgilvyOne NY

Mat Zucker, chief creative officer at OgilvyOne New York, on creating great content-driven campaigns and managing brand reputation

Nailed It

Rebif's e-Kit campaign targets multiple sclerosis patients with microsite

Managing a diagnosis of multiple sclerosis (MS) entails a lot more than just having a prescription filled at your local pharmacy, according to Irene Aquino, ...

Plug-ins

Tips and tenets for driving social strategy

A few short years ago, social media was new and marketers were cautious about the medium.

Set clear objectives for social success

Social media marketing can produce significant return on investment when it is done well, but many companies jump into it without setting clear objectives.

Put your social advocates to work for you

While the concept of word-of-mouth marketing has been around for ages, the Web and social media have taken it a step further.

Expert Advice

Let your employees tell your company's story to grow your brand

As executives bring their brands to life, they should invest in the people who know it best: their employees. Who better to tell a brand's ...

The End (User)

Tech marketers should lose geek speak

Across from the desk in my office is a framed black-and-white shot of a veteran Joe DiMaggio and a rookie Mickie Mantle at the old ...

Features

Global creatives community convenes over Caples

For the 33rd year, creative directors from top agencies convened in New York to judge this year's John Caples International Awards entries.

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