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
Marketers continue to struggle to ensure their e-mail marketing messages, images in particular, display accurately on mobile devices.
When your e-mail program is profitable and running smoothly, don't get complacent.
Video provider Movies Unlimited was fortunate to possess solid website traffic, but it had a problem with shopping cart abandonment.
On the Beat - CRM
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
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 ...
The Federal Trade Commission recently released a framework for balancing consumer privacy and innovation online, which includes a "Do-Not-Track" mechanism.
Blake Callaway, SVP of marketing, brand and strategy at cable network SyFy, discusses new ways to engage viewers
On the Beat - Direct Classic
Single-cup coffee brewing company Keurig is well known for the brewers it sells to corporations.
One would think that by now, the word "solution" would have run its course as a direct marketing and sales word.
Chico's FAS, a women's retail company, was having a hard time using customer data effectively.
On the Beat - Multichannel
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.
Edible Arrangements' VP of marketing explains how the fruit franchiser targeted men for the first time last year
The Roku product line isn't new but the company wanted to raise brand awareness, as well as acquire new customers in new areas.
Major brands, including 3M and Western Union, have recently turned to direct response TV to raise consumer awareness and support retail promotions.
Clothing retailers are launching major e-commerce initiatives this quarter, taking advantage of improved consumer spending and more comfort among consumers with online shopping.
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 ...
Yahoo, once the king of the dot-com world, continued to downsize staff last month, laying off hundreds of employees.
Our look at the most - and least - engaging social media
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 ...
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 ...
This Is How We Do It
Sanjay Gupta joined GMAC Inc. as CMO in March 2008, the same month that investment firm Bear Stearns collapsed.
"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."
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.
Digital marketing strategies in 2011 will be played out against a background of macro-trends in the US culture and the economy.
Susan Kelly, VP at Xerox, and Frank O'Brien, founder of Conversation, debate the pros and cons of quick response codes
Mobile advertising, once nascent, has grown into an increasingly important, but fractured marketplace.
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
Direct marketing plays a major role in the consumer outreach efforts of competitive brands Chili's and TGI Friday's.
As the teen segment continues to grow, marketers are getting more creative in how they reach out to these plugged-in skeptical consumers.
Kmart's marketing team wanted teens to think of its exclusive clothing lines when it came time for back-to-school shopping.
Sephora gave away a free sample of makeup for customers who downloaded its iPhone app that it launched in late October.
Sprint targeted large construction companies with a campaign that highlighted how the telecommunication company's NextMail service could benefit their business.
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
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 Artois offered select London pub visitors the chance to participate in a series of scenes produced for a promotion around its Stella Artois Black ...
Mat Zucker, chief creative officer at OgilvyOne New York, on creating great content-driven campaigns and managing brand reputation
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, ...
A few short years ago, social media was new and marketers were cautious about the medium.
Social media marketing can produce significant return on investment when it is done well, but many companies jump into it without setting clear objectives.
While the concept of word-of-mouth marketing has been around for ages, the Web and social media have taken it a step further.
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)
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 ...
For the 33rd year, creative directors from top agencies convened in New York to judge this year's John Caples International Awards entries.
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.