July 2012 Issue of Direct Marketing News

July 2012 Issue of Direct Marketing News

• Main Feature: Brands overhaul their desktop search strategies for mobile as more consumers turn to smartphones • Marketers measure video effectiveness • Nonprofit colleges and universities develop for-profit marketing tactics • Can Facebook ads work for large brands?

On the Beat - Email

NHL scores goal with single game ticket sales to far-flung loyal hockey fans

When the National Hockey League (NHL) announced that tickets were going on sale for the 2011/2012 season, the league realized that hockey fans don't always ...

On the Beat - CRM

Nonprofits co-opt marketing co-ops to reinforce donor base direct mail lists

Nonprofit organizations are increasingly taking a page from the for-profit playbook by using marketing co-ops to build their direct mail lists.

On the Beat - Digital

Web video's targeting versus TV's reach

Consumers who watch videos online are valuable to advertisers, Hulu and YouTube marketing executives claim.

On the Beat - Direct Classic

Word-of-mouth drives teen conversions

School is out for summer, but for marketers, dealing with teens is a year-round learning process.

On the Beat - Multichannel

Marketers measure video effectiveness

Producing quality online video content is quickly becoming a top priority for marketers.

Direct Report

Big Data helps brands target customers in smarter ways

Forward-thinking marketers use Big Data to create personalized customer experiences.

Agency self-promotion turns social

It's becoming ever more important for marketers to embrace social media for their own self-promotion.

Facebook's IPO debut may need time

Experts put the pathetic premiere into perspective, and as for final judgment on whether the Facebook IPO is a hit or miss, the jury is ...

Newt Gingrich's donor list for sale not new in political world

Former presidential candidate Newt Gingrich is reportedly renting out his list of donors for up to $26,000.

Heat Meter

MTV Movie Awards' Twitter campaign a site to see

MTV's annual Movie Awards used an interactive Twitter page to engage with fans during this year's show.

Pepsi's Live for Now keeps the beat

Pepsi's latest Twitter initiative, part of its larger Live for Now campaign, is designed to attract loyal customers and reach out to new prospects.

Capri Sun blossoms into new 'big pouch' before Facebook fans' eyes

Capri Sun recently launched its Capri Sun Goes Big campaign, targeting juice drinkers on Facebook.

FedEx's animated Enchanted Forest campaign fails to deliver

FedEx's Facebook page guides users into the "Enchanted Forest" where they are asked to help save the environment by planting an imaginary tree.

Delivered

Delivered: Outdoor furniture / entertaining

Outdoor furniture/entertaining: Which catalog would you want to invite to your backyard party?

Spotlight

A&M CMO nurtures firm's global rise

Alvarez & Marsal CMO Rebecca Baker didn't plan a life in marketing. An English major in college with a minor in drama, she credits both ...

Editorial

Marrying data and creative

Data and creative are ultimately complementary. Data alone doesn't drive brand engagement and great creative, if not properly focused, often seems purposeless.

Op-Ed

Online video spurs engagement

Many companies have begun to recognize the potential of online video for engaging customers and prospects. The challenge is identifying the best approach and measuring ...

Shrink database to grow leads

One would think the larger a b-to-b target prospect database is, the more qualified leads there will be for the field sales team.

Gloves Off

Can Facebook ads work for large brands?

With its recent IPO, Facebook ads are getting a lot of scrutiny.

Can Facebook ads work for large brands? Readers respond

Readers respond to the July Gloves Off question.

Main Feature

Q&A: Grazia Ochoa, director of global digital marketing, Starwood Hotels & Resorts Worldwide

Starwood's global digital marketing head Grazia Ochoa on what the brand is doing in the mobile space now and where it plans to be soon.

Pinpointing mobile search

As more consumers turn to smartphones to find information on products and services, brands are overhauling their desktop search strategies for mobile.

Battle of the Brands

Giant specialty supermarket chains attract similar consumers on different marketing levels

We rate Whole Foods vs. Trader Joe's: Which brand has its marketing shelves fully stocked?

Vertical Feature

Indiana University taps into students' individual stories

Indiana University was looking for a way to enhance and increase the effectiveness of its prospective student outreach, so it turned to Compendium.

Nonprofit colleges and universities develop for-profit marketing tactics

As universities and community colleges face stiffer competition from each other, as well as new channels like online learning, higher education institutions are embracing digital ...

The Work

Commuters play virtual fetch

With design help from digital agency Inwindow Outdoor, Beneful created digital dog parks in five cities across the U.S., including one in a New York ...

Lawn specialists use satire

TruGreen called on Publicis Dallas to create a humorous integrated campaign designed to alert homeowners to the hazards of DIY lawn care.

Online Batman scavenger hunt

A viral campaign orchestrated by Warner Bros. and DC Comics rewarded loyal Batman fans with a preview of a preview.

Crowdsourcing to find best brew

In preparation for its entry into the beer market, Casella Wines created a free mobile app to discover — and ultimately replicate — the ideal ...

Mini book promotes VW's new mini car Up

With DDB UK at the creative wheel, VW devised a tiny book of photography to encourage test drives of its smallest-ever car car by the ...

Q&As

Q&A: Flora Caputo, VP and ECD, Jacobs Agency

Flora Caputo, VP and executive creative director at Jacobs Agency in Chicago, discusses why marketers and brands need to stop and listen.

Nailed It

Oreck cleans up with brand-intelligent direct response marketing campaigns

The Oreck Corporation, based in Tennessee, is all about direct response, but never at the expense of brand consideration.

Plug-ins

Meaningful social media measurement

When utilized properly, social media generates awareness, consideration, loyalty and advocacy — all of which can be measured.

Fully utilize attribution in search marketing

Getting search marketers to switch from last-click has been difficult because it's considered easier to manage, measure and explain.

On the move: surveying your mobile user

As mobile usage continues to grow, it is becoming critical for marketers to understand mobile customers' experiences, intentions and desires.

Maintain a meaningful cross channel dialogue with customers

Today's marketer needs a more complete solution that fully contemplates the customer's desire for relevancy and cross channel consistency.

Expert Advice

Lessons to learn from Yahoo's "Resumegate"

Time sheets and taxes are not my department, but resumes are.

The End (User)

A story I Cannes share

Branded content is now on the menu at the International Festival of Creativity in Cannes for the first time.

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