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
This month's challenge revolves around loyalty and the dangers of social media. How would you tackle the problem?
If your edgy branding campaign was generating a lot of buzz but at the same turning off a large demographic—what would you do?
More than half of seniors use the Internet, so the nonprofit is embracing video and social media to engage its digitally active members.
Direct Marketing News talks with Tammy Gordon, AARP's director of social communications.
Finding the resources and executing a sound mobile email strategy has become a marketing priority.
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.
The 2012 Caples Courageous Summit & Reveal celebrated the most courageous direct marketing campaigns from across the globe.
Diary 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 ...
Here's how retail outlets spell nightmare: S-H-O-W-R-O-O-M-I-N-G.
Privacy-centric consumers tend to be over 40 and educated, but can lift their angry voices up from any demographic sector if provoked.
Hosting content online can often leave brands with a dilemma: go for social or go for website traffic?
Marketers are getting sharper at attributing which online ad impressions lead to conversions.
One Tough Question
Most businesses will take any kind of loyalty they can get, but the truth is that all loyalty is not created equal.
I'm on the side of behavioral loyalty as a more concrete bet when deciding on where to focus.
There's a difference between capturing a customer's wallet and capturing his heart.
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
On a mission: Northwest Center's integrated awareness campaign challenges stereotypes and breaks down the status quo.
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
Oy! Enough with the buzzwords, already.
Some quick info hits to keep you up-to-date.
Observations from around the Twitter-sphere.
App of the Month
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.
What's in our mailbox this month: Direct mail pieces from schools. Do they make the grade or do they have something to learn?
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 ...
Using data to align marketers' perceptions with the actual customer experience.
Fast food restaurants often market the dining experience as much as the food itself. Take Taco Bell, for example.
Battle of the Brands
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 ...
Soon, popping the top off a bottle of Strongbow Gold might be an interactive experience.
Collectum AB, administrator for Sweden's white collar occupational pension plan, devised a clever plan to get people to open its direct mail.
Doug Kamp, executive creative director at gyro Chicago, on why campaigns in the digital age need a human touch now more than ever.
Company of the Week
Since 1985, Melissa Data 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 Data 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.
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