February 2012 Issue of Direct Marketing News

February 2012 Issue of Direct Marketing News

• Dell’s transformation: The brand strives to better target its customers • Maximizing email: Avoiding common mistakes to drive better campaign ROI • AT&T CMO heralds targeted approach

Heat Meter

Vicks gets moms' ear with flu warnings

New and expecting moms can track regional flu activity with ads from mobile apps.

IKEA enlists fans to target their own friends

The "Bring Your Own Friends" campaign from IKEA USA gave back to its customers while at the same time raised money for charity. Who can ...

Pandora's targeting model hard to parse

If you live in New York City and listen to blues-rock band The Black Keys, you probably need someone to repair your apartment's plumbing and/or ...

Dish Network misses mark on static 'offer'

Talk about your "static" emails. On Jan. 2, Dish Network contacted a Direct Marketing News staffer who willingly agreed to accept emails from the satellite ...

Delivered

Delivered: Targeted consumer emails

What's in our mailbox this month: Targeted consumer emails from Panera's, Rewards "R" Us, Shari's Berries and Go Daddy. Who had a bright idea and ...

Spotlight

AT&T CMO heralds targeted approach

For David Christopher, AT&T's CMO of Mobility and Consumer Markets, it's the power and speed of technology that have made his career most rewarding.

Editorial

Where are your customers?

Where are your customers is a provocative question and one many marketers no doubt are asking of themselves. It's more complicated to answer this question ...

Op-Ed

Good habits for social CMOs

Businesses can no longer ignore the social media explosion. For CMOs, success boils down to seven habits.

Marry targeting with inventory

The digital landscape is confusing. Anybody who has viewed the Terry Kawaja Display Landscape slide knows this. Despite that, we have the opportunity to do ...

Gloves Off

Is interest-based targeting replacing demographic targeting as the new model?

Demographic marketing has long been the industry standard, but does it have a future? Andrew Bailey, chairman at Proximity North America; Michael Benedek, president and ...

Main Feature

Dell's transformation

Dell strives to better target its customers and market its brand.

Maximizing email

Avoiding common email marketing mistakes will ultimately drive better campaign ROI.

Battle of the Brands

Teenage apparel retailers struggle to integrate across marketing channels

Abercrombie & Fitch and American Eagle Outfitters use diverse direct marketing approaches to sell similarly priced apparel to teenagers and young adults.

Vertical Feature

Insurance marketers leverage targeted marketing

Healthcare reform and signs of economic recovery have insurance marketers retooling their direct marketing efforts to drive relevant messaging to consumers and prospects.

Targeting is all in the timing

Hiscox USA found that when it sent its direct mail was almost as important as the recipient.

The Work

GE Instagram contest targets shutterbugs

General Electric Company (GE), with digital agency Mekanism, invited its Facebook fans to participate in a photo contest that used Apple's Instagram app.

Restaurant gives drunk drivers a helping finger

TDA_Boulder's community service campaign for Colorado chain Hapa Sushi targeted parked cars throughout the Denver and Boulder neighborhoods where people most often go out on ...

Smartphone app unlocks interactive music content

Tech startup Cantora Labs hosted a two-day party to display its music technology offerings, including the SmartLounge app.

Agency friends spin to win office swag and aid charity

In advance of Marcus Thomas's planned 2012 move to a larger office space, the Cleveland-based marketing and PR firm got rid of 10-years worth of ...

App synergizes buzzword ROI

The interactive BizWords iOS app was created by direct agency Organic for Hilton Garden Inn to "help business travelers decode and navigate the business speak ...

The Work - International campaigns

Stolen Rum lives up to its name with taste test campaign

New Zealand rum brand Stolen Rum, with help from independent market research testing agency Perceptive, conducted blind taste tests last November modeled on the well-known ...

P&O Cruises aids landlubbers with reservations

To dispel misconceptions about traveling on a cruise ship and to promote cruising as a fun vacation option, Carnival Australia's P&O Cruises tapped creative agency ...

Q&As

Q&A: Paul Notzold, group creative director, Aspen Marketing Services

Paul Notzold, group creative director at Aspen Marketing Services, a division of Epsilon, says good targeting is about building authentic experiences.

Nailed It

Adobe's social software campaign micro-targets marketing professionals

The campaign for Adobe's new SocialAnalytics software is skillfully targeted at savvy marketers, social tacticians and CMOs.

Plug-ins

Plug-ins: email marketing

Email marketing is no longer a one-to-many communications strategy. Our experts offer up their best advice to help marketers take advantage of consumer expectations.

Expert Advice

Hire a candidate who has a high ROL (Return on Life)

Imagine that you're about to interview a prospective new hire. You've read their resume, been briefed by HR and are feeling confident that your recruitment ...

The End (User)

To know me is to target me

While privacy concerns are understandable, what most people care about at the end of the day is the price-value equation. They're willing to give up ...

Features

Despite rewards, some brands fail to send targeted emails

At Orbitz, targeting based on demographic and psychographic data is so refined that the company sends out campaigns to as little as 10 people.

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