January 2012 Issue of Direct Marketing News

January 2012 Issue of Direct Marketing News

• PCH EVP Deborah Holland strikes innovative chord • Red Cross drives gift-giving • Customer loyalty strategies determine the department store champion

On the Beat - Email

Restaurants drive consumers to dine out with calculated email coupons

When Pei Wei Asian Diner introduced the Caramel Chicken entrée, the Chinese food chain took advantage of the occasion to beef up its email database. ...

Q&A: Daniel Schotland, VP of client services, Experian CheetahMail

Daniel Schotland, VP of client services at Experian CheetahMail, discusses best practices for holiday email marketing.

Active Ride Shop bolsters email acquisition database

Active Ride Shop, a Mira Loma, Calif.-based skateboarding outfitter, has a passionate customer base that enthusiastically turns out for skating competitions, fashion shows and other ...

On the Beat - CRM

Marketers see CRM as the holiday gift that will keep on giving

Even though holiday sales numbers grab the headlines, many marketers see the shopping season as just the beginning of their relationship with a customer. Using ...

On the Beat - Digital

Online publishers squeeze out middlemen

Online display advertising sellers are circling the wagons to reassert their position in a crowded market and fend off the swelling role of third parties, ...

Choosing the right mobile ad network for your brand

Mobile advertising is a fragmented market, with sketchy data on ad network market share and revenue.

Q&A: Ryon Harms, director of social media, Farmers Insurance

Ryon Harms, Farmers Insurance director of social media, says people want to connect with faces, not products, on Facebook.

On the Beat - Direct Classic

Political marketers gear up for the 2012 season with interactive direct mail tools

The 2012 campaign season is already heating up, and while politicians will be buzzing about their social media and digital marketing tactics, direct mail is ...

Glean customer data pool for marketing intelligence

With 2012 approaching, there is a single, inescapable trend that we are seeing, no matter the marketing channel: big data.

Q&A: Diane Berry, SVP, Coveo

Diane Berry, SVP of Coveo, discusses how companies can use customer data to align service, sales and marketing.

On the Beat - Multichannel

Nick Swinmurn, founder of Zappos.com and Rnkd

Nick Swinmurn, founder of Zappos.com, discusses his newest venture, Rnkd, and the power of social media commerce.

Motorcycle retailer delivers e-commerce navigation tool

Chaparral Motorsports, a San Bernardino, Calif.-based retailer of motorcycle parts, helmets, gear and tires, wanted to drive transactions from its Facebook fan page. In addition ...

B-to-b brands reshape online checkout

Several b-to-b merchants are taking their cue from consumer-oriented e-commerce sites to provide business customers with a friendlier, streamlined online buying experience.

Direct Report

M-commerce profit surge helps ring in the holidays

This year's Black Friday/Cyber Monday weekend proved a big one for e-commerce — and mobile commerce in particular. Thanks to a combination of generous deals ...

Agency-as-a-service portrays new business strategy model

For a peek at the future of holding company Publicis Groupe's VivaKi unit, one need only look to its launch of CRM agency CRM365. Not ...

Innovation positions agencies on top

Direct Marketing News spoke with Nick Moore, chief creative officer and EVP of Wunderman, about the trends he sees on the horizon for agencies as ...

The Lowdown

Online ads expected to thrive in 2012

Media services companies ZenithOptimedia and GroupM softened their independent global ad spending predictions for 2012 in forecasts released in early December. MagnaGlobal, a unit of ...

Heat Meter

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

This month's meter gauges: Mountain Dew, Procter & Gamble, Denny's and the Publishers Clearing House.

Org Chart

Law firm Collins & Lacy seeks to build on statewide expansion with 'marketing passion'

South Carolina-based business law firm Collins & Lacy went from a boutique firm to having a statewide presence. The key to this expansion was management's ...


Delivered: B-to-b direct mailers

What's in our mailbox this month: B-to-b direct mailers

Duly Noted

Marketers eye USPS' struggles with caution

The embattled U.S. Postal Service (USPS) faces a host of new challenges, several of which threaten to directly impact marketers. However, many who rely on ...

This Is How We Do It

PCH EVP strikes innovative chord

Deborah Holland has seen the Publishers Clearing House Prize Patrol surprise sweepstakes winners countless times. But after more than 30 years with the company, Holland, ...


'Twas the merry season of mobile

As we turn the page on the calendar, put away the garland and box up the pre-lit tree, the dust has just begun to settle ...


Profiling is not a dirty word

If I don't know you, I won't read your email. Unless what you have to say appeals to my puerile sense of self-interest. If you ...

Ride word-of-mouth movement

The turn of the calendar year inevitably incites end-of-year reflections and New Year resolutions. Many times, to welcome in the new, we've got to let ...

Gloves Off

Will Google's paid ads affect marketers?

Google's paid ads: What will the impact be for marketers? Dorothy Weaver, VP of digital marketing services at Acquirgy, and Tej Shah, VP of e-commerce ...

Main Feature

Apps emerge as ideal interactive partners

These apps do the trick when it comes to interactive gamification.

Q&A: Tim Anderson, SVP of retail and foodservice, Challenge Dairy

Tim Anderson, SVP of retail and foodservice, Challenge Dairy, on the company's use of engaging, interactive marketing.

Game time

Marketing experts agree that gamification drives powerful and prolonged consumer engagements. But is the technology too new to invest in?

Battle of the Brands

Customer loyalty strategies determine the department store champion

In addition to long-standing tenure in the retail space, Wal-Mart Stores and Sears Holdings Corp. apply a similar approach to direct marketing, including direct mail, ...

Vertical Feature

Red Cross drives gift-giving

The American Red Cross launched a multichannel year-end campaign to allow consumers to buy regular gifts for loved ones through a gift catalog that places ...

Direct-mail heavy nonprofits apply an integrated approach

Direct mail has long been the prime channel for nonprofit organizations looking to raise funds, but as charities move into 2012 and beyond, marketers say ...

The Work

Graphic tees raise money for famine relief

The premise behind BBH New York's "Good Shirts" campaign for UNICEF is simple: Buy a specially designed original T-shirt, and all the money from the ...

Audubon releases virtual flock to engage birders online

"It's not your grandmother's Audubon" anymore. The nonprofit organization enlisted Goodby, Silverstein & Partners to create an engaging social birding contest.

Bing maps give personalized directions to closest clinic

Newcomers to the suburbs of north Seattle are sent individualized maps, using Microsoft Corp.'s Bing technology, with turn-by-turn directions from their respective doorsteps to the ...

The Work - International campaigns

Opel Movano delivers brand impressions with banner ad

The Opel Movano can move up to 3.5 tons and 2 GB. To raise awareness about the utility vehicle's actual "utility" as a transporter of ...

McDonald's prompts parents to spend more time with kids

Striking a good work/life balance can be tough, which is why McDonald's Arabia enlisted Leo Burnett Dubai to spearhead "Family Time Forever." The campaign positions ...


Q&A: Aaron Herrington, cofounder and partner, Modea

Aaron Herrington, cofounder of and partner at Modea, discusses why transparency and customer engagement are de rigueur in a digital age.

Nailed It

Engaging cover contest works out well for Fitness Magazine

At Fitness Magazine, insight is the driver that propels and informs every new initiative.


Plug-ins: social Marketing

Our expert columnists this month offer practical advice regarding the most effective ways to use social media to foster greater loyalty among customers, including strategies ...

Expert Advice

Avoid turnover with training programs and team-building exercises

AG Salesworks increased staff by 50% in 2011 and plans to hire a comparable amount of new staff in 2012. In these difficult economic times, ...

The End (User)

Twitter-ready insights on marketing follies

A picture is worth a thousand words, but not every one of my observations is worth a full column. Or so my editors tell me. ...

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