January 2013 Issue of Direct Marketing News

January 2013 Issue of Direct Marketing News

• Main Feature: Marketer versus reality—Using data to align marketers’ perceptions with the actual customer experience • In-depth case study: AARP adapts its marketing channels for an older generation • Special feature: Marketers lag customers’ mobile email adoption • Special section: Caples recap—Courage inspires creativity

Marketing Challenge

Marketing Challenge: At What Price Loyalty?

This month's challenge revolves around loyalty and the dangers of social media. How would you tackle the problem?

November 2012 Marketing Challenge: Answers

If your edgy branding campaign was generating a lot of buzz but at the same turning off a large demographic—what would you do?

Case Study

AARP Adapts its Marketing Channels

More than half of seniors use the Internet, so the nonprofit is embracing video and social media to engage its digitally active members.

Q&A: Tammy Gordon, director of social communications, AARP

Direct Marketing News talks with Tammy Gordon, AARP's director of social communications.

Special Feature

Marketers Lag Customers' Mobile Email Adoption

Finding the resources and executing a sound mobile email strategy has become a marketing priority.

The Skinny on Optimization

Optimizing emails for viewing on cell phones may sound a little scary. But fear not, marketers, the problem may not be as daunting as imagined.

Caples: Courage Inspires Creativity

The 2012 Caples Courageous Summit & Reveal celebrated the most courageous direct marketing campaigns from across the globe.

Diary of a CMO

An Inside View of a Year in the Life of a CMO

Month 1: New company, new industry, new challenge, new job; so now what? Mitel's new CMO shares his experiences in part one of a 12-part ...


Use Showrooming to your Advantage

Here's how retail outlets spell nightmare: S-H-O-W-R-O-O-M-I-N-G.

Segmenting the Privacy-Centric Customer

Privacy-centric consumers tend to be over 40 and educated, but can lift their angry voices up from any demographic sector if provoked.

How to Be the Perfect (Content) Host

Hosting content online can often leave brands with a dilemma: go for social or go for website traffic?

The Click That Counts

Marketers are getting sharper at attributing which online ad impressions lead to conversions.

One Tough Question

All Loyalty Is Not Created Equally

Most businesses will take any kind of loyalty they can get, but the truth is that all loyalty is not created equal.

Behaviors Trump Emotions

I'm on the side of behavioral loyalty as a more concrete bet when deciding on where to focus.

But Do You Love Me?

There's a difference between capturing a customer's wallet and capturing his heart.


Infographic: Marketers' 2013 Wish List

What would marketers like more (or less) of in 2013? Direct Marketing News asked readers to share their wish list for the New Year.

The Work - Case Study

Nonprofit supports diversity in business

On a mission: Northwest Center's integrated awareness campaign challenges stereotypes and breaks down the status quo.

Sony Creates Pictures Worth 1,000 Words

The electronics giant uses search queries to select video topics that aim to engage, educate, entertain, and keep Sony top-of-mind.

Word to the Wise

Word to the Wise: Gamification

Oy! Enough with the buzzwords, already.

Fast Facts

Fast Facts: January 2013

Some quick info hits to keep you up-to-date.

Marketing Chatter

Marketing Chatter: January 2013

Observations from around the Twitter-sphere.

App of the Month

App of the Month: Evernote

A marketer needs her ideas but if she can't store them, what good are they? Evernote makes it easy to log ideas wherever inspiration strikes.


Delivered: Education

What's in our mailbox this month: Direct mail pieces from schools. Do they make the grade or do they have something to learn?


New Year, New Start

In 2012 we asked you what you'd like more or less of in Direct Marketing News, and what issues are important or overplayed. In 2013 ...

Main Feature

Marketer vs. Reality

Using data to align marketers' perceptions with the actual customer experience.

Taco Bell markets its quality experience with a new menu

Fast food restaurants often market the dining experience as much as the food itself. Take Taco Bell, for example.

Battle of the Brands

One Power Tool Company Drills Down Into the Brand Experience While its Competitor Sputters

It's never a good sign if a potential customer can't even find a brand's website—or its social channels. Such is the case with Bosch Power ...

The Work

UK's Strongbow pops its top with a digital bottle cap

Soon, popping the top off a bottle of Strongbow Gold might be an interactive experience.

Sweden's Collectum AB taps into the power of storytelling

Collectum AB, administrator for Sweden's white collar occupational pension plan, devised a clever plan to get people to open its direct mail.


Q&A: Doug Kamp, ECD, gyro Chicago

Doug Kamp, executive creative director at gyro Chicago, on why campaigns in the digital age need a human touch now more than ever.

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