July 2011 Issue of Direct Marketing News

July 2011 Issue of Direct Marketing News

• Forbes CMO leads multichannel effort • Hardware chains match multichannel efforts nearly nail for nail • Turning ‘like’ to love: Marketers give social thumbs up

On the Beat - Email

Magazines rely on email for app services

Multititle publisher Bonnier Corp. is using email marketing to build relationships with customers who are subscribing to its new iPad magazine. Subscribers who opt in ...

Success relies on balance of mobile and email strategies

Reading and sending email are two of the primary uses of a mobile device. Considering this, those responsible for digital marketing must make an effort ...

Forwarding system boosts fundraising program results

Electronic Scrip Inc. (ESI) introduced its eScrip program in 1999 to serve as a fundraising conduit for schools and nonprofits to receive a portion of ...

On the Beat - CRM

Toyota and Salesforce.com partnership brings CRM dashboard to driver's seat

Toyota Motor Corp. and Salesforce.com are partnering to bring CRM to a new frontier: the dashboards of consumers' automobiles. The companies said in late May ...

On the Beat - Digital

Q&A: Alison Mittelstadt, VP of marketing, E-Trade

Alison Mittelstadt, VP of marketing at E-Trade, discusses how it approaches social media given regulatory obstacles.

Don't discredit the phone's power despite social media

Several media outlets, including The New York Times, Wired and NBC's Digital Life blog have reported that the telephone call is dying as a form ...

Banner ads evolve to get users' attention

Display advertising leaders AOL and Yahoo are stepping up their banner ad innovation to improve interactivity with consumers and fend off competition from targeted ad ...

On the Beat - Direct Classic

Discount mindset drives marketer deals

Two years of deal-seeking and a faltering economic recovery mean consumers won't stop looking for discounts, and offline deals will remain an important tactic for ...

Accurate consumer data drives effective marketing

Direct marketers are able to personalize consumer experiences across multiple touchpoints with the advent of digital marketing and new software packages. Customers who visit a ...

Targeted direct mail exceeds paid search advertising ROI

Commerce Payment Systems, a provider of credit card processing solutions, was prospecting for new accounts mainly through paid search, but its costs were rising sharply, ...

On the Beat - Multichannel

Speed and convenience draw customers and sellers to mobile payment methods

Retailers have sped up implementation of mobile payments in an effort to simplify and drive in-store, online and mobile transactions.

Facebook proves a forceful 
channel for tech accessories

Incipio Technologies, an Irvine, Calif.-based retailer of laptop, smartphone and tablet cases, sells its products online and in more than 35,000 retail locations throughout the ...

Q&A: Lynn Gore, VP of marketing, Plow & Hearth

Lynn Gore, VP of marketing at Plow & Hearth, discusses strategy for a uniform brand message across various channels.

Direct Report

Brands digitize live events to bolster consumer databases

Top brands are introducing digital and social elements to summer road tours and live events to continue interaction with consumers well after the appeal of ...

M&A activity spike ignores
 sluggish economic reports

Mergers and acquisitions in the marketing services industry more than doubled year-over-year in both value and volume in May, despite disappointing economic and unemployment numbers ...

Agencies educate clients on privacy

As the online consumer privacy debate takes shape on Capitol Hill, direct marketing agencies are educating their clients on how to actively engage consumers though ...

The Lowdown

Groupon begins grocery discounts

Daily discount king Groupon, fresh off filing paperwork with the US Securities and Exchange Commission to hold an initial public offering (IPO), took its first ...

Heat Meter

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

American Honda Motor Co. launched the "Super Civic Quest" Facebook scavenger hunt, asking consumers to scour the Internet for clues to help an imaginary Mexican ...

Org Chart

Car maintenance 
company takes 
DRTV into high gear

Automobile maintenance company CarMD.com Corp. has boosted its investment in DRTV in recent years, bolstering its strategy of relying on data in its marketing.

Duly Noted

Retailers rally for simplified online tax code

E-commerce retailers and wireless companies are teaming up to lobby Congress to simplify the taxation process for digital goods, such as MP3s, e-books, mobile apps ...

This Is How We Do It

Forbes CMO leads multichannel effort

Jorge Consuegra never stops moving. The CMO of Forbes Media, and two-time New York City marathon veteran, was born in Havana, Cuba, but his parents ...


Sign me up: in praise of the daily deal

The daily deals sector has garnered plenty of headlines in the marketing press recently, including in this publication. That's no surprise given its size (pegged ...


Attribution adoption starts now

It's been a few years since "engagement mapping" aka "attribution" emerged as the next big thing in online advertising. The concept of looking across digital ...

In with Tina Brown: CRM maven

What makes great editors great is that they are able to connect to both the heart and the head. They know what makes their audience ...

Gloves Off

Do Facebook likes indicate marketer ROI?

Chet Barnard, 
CEO of Exit41, and Steve Knapp, director of brand activation and senior partner at Carmichael Lynch, nearly 20 years of agency-side marketing experience, ...

Main Feature

Marketers give social thumbs up

Facebook's ubiquity creates opportunities for 
marketers to reach customers with more 
relevant and interactive messages

Master social media ROI

Measuring the value of marketing efforts on Facebook 
remains a mix of art and science. While most marketers agree that putting an exact value on ...

Q&A: Sarah Personette, director of global agency relations, Facebook

Sarah Personette, director of global agency relations at Facebook, discusses her new unit.

Battle of the Brands

Hardware chains match multichannel efforts nearly nail for nail

With more and more consumers using digital technology throughout the purchase process, home specialty retailers such as The Home Depot and Lowe's are bridging their ...

Vertical Feature

Elmer's seeks out crafters

Elmer's Products wanted to target moms ages 25 to 55 interested in crafts and scrapbooking for the launch of an Elmer's and X-Acto line of ...

Household brands observe parents' needs in defining segmentation tactics

As households brace themselves for the annual back-to-school shopping season later this summer, marketers will rely on digital media, and in particular social media, to ...

The Work

Zico connects Facebook pledge to a healthy and charitable lifestyle

Zico brand coconut water's latest campaign features NBA star Kevin Garnett and allows consumers to pledge, through Facebook, to live a more natural lifestyle. It ...

Hertz hypes travel giveaway

The Hertz Corp.'s global "The Gas and The Brake" campaign included a Getaway Giveaway in which US consumers could sign up for the chance to ...

Jell-O Pudding turns frowns into smiles with social media

Jell-O Pudding's "Pudding Face" campaign seeks to turn frowns upside down, both on consumers' faces and on their social media pages. The Kraft Foods brand ...

The Work - International campaigns

Nonprofit distributes unisex blankets to Ugandan mothers

The Information Blanket, an LLC founded by London-based creative agency Beattie McGuinness Bungay (BMB), began distributing blankets in May to new mothers in Uganda. Each ...

Health social site tracks colds

Visitors to the Kazemill site, developed by McCann Healthcare Worldwide for pharmaceutical company SSP Japan, can track the location and severity of cold symptoms in ...


Q&A: Ben Sutherland, global head of direct, Mindshare

Ben Sutherland, Mindshare's global head of direct, discusses the difficulty in segregating existing customers and importance of measurable media.

Nailed It

MetLife's interactive stadium effort helps recharge brand and engage football fans

MetLife deployed a fan engagement program at the New Meadowlands Stadium in East Rutherford, N.J., for New York Giants and Jets fans in an effort ...


Plug-ins: analytics

Brands need to gain the most from their sales and marketing investments, and now more than ever, proving return on investment is the minimum price ...

Expert Advice

Wanted: Inventors and change agents for a competitive industry

Let's be honest: this is not your father's world. There is no guaranteed lifetime employment anymore. In order to prolong job security, employees must not ...

The End (User)

Connecting brand to the bottom line

Sad as it is to admit, I've probably engaged in several dozen conversations over the years — some rather heated — that revolved around the ...


Data integration a must for real-time marketing

To create relevant messaging using cross channel marketing requires the integration of data across channels, but this integration can be a challenge. Marketing is often ...

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