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
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
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
Consumers who watch videos online are valuable to advertisers, Hulu and YouTube marketing executives claim.
On the Beat - Direct Classic
School is out for summer, but for marketers, dealing with teens is a year-round learning process.
On the Beat - Multichannel
Producing quality online video content is quickly becoming a top priority for marketers.
Forward-thinking marketers use Big Data to create personalized customer experiences.
It's becoming ever more important for marketers to embrace social media for their own self-promotion.
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 ...
Former presidential candidate Newt Gingrich is reportedly renting out his list of donors for up to $26,000.
MTV's annual Movie Awards used an interactive Twitter page to engage with fans during this year's show.
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 recently launched its Capri Sun Goes Big campaign, targeting juice drinkers on Facebook.
FedEx's Facebook page guides users into the "Enchanted Forest" where they are asked to help save the environment by planting an imaginary tree.
Outdoor furniture/entertaining: Which catalog would you want to invite to your backyard party?
This Is How We Do It
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 ...
Data and creative are ultimately complementary. Data alone doesn't drive brand engagement and great creative, if not properly focused, often seems purposeless.
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 ...
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.
With its recent IPO, Facebook ads are getting a lot of scrutiny.
Readers respond to the July Gloves Off question.
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.
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
We rate Whole Foods vs. Trader Joe's: Which brand has its marketing shelves fully stocked?
Indiana University was looking for a way to enhance and increase the effectiveness of its prospective student outreach, so it turned to Compendium.
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 ...
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 ...
TruGreen called on Publicis Dallas to create a humorous integrated campaign designed to alert homeowners to the hazards of DIY lawn care.
A viral campaign orchestrated by Warner Bros. and DC Comics rewarded loyal Batman fans with a preview of a preview.
In preparation for its entry into the beer market, Casella Wines created a free mobile app to discover — and ultimately replicate — the ideal ...
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 ...
Flora Caputo, VP and executive creative director at Jacobs Agency in Chicago, discusses why marketers and brands need to stop and listen.
The Oreck Corporation, based in Tennessee, is all about direct response, but never at the expense of brand consideration.
When utilized properly, social media generates awareness, consideration, loyalty and advocacy — all of which can be measured.
Getting search marketers to switch from last-click has been difficult because it's considered easier to manage, measure and explain.
As mobile usage continues to grow, it is becoming critical for marketers to understand mobile customers' experiences, intentions and desires.
Today's marketer needs a more complete solution that fully contemplates the customer's desire for relevancy and cross channel consistency.
Time sheets and taxes are not my department, but resumes are.
The End (User)
Branded content is now on the menu at the International Festival of Creativity in Cannes for the first time.
Company of the Week
SK&A is a leading provider of U.S. healthcare information solutions and databases. As part of IMS Health, SK&A researches and maintains contact and profiling data for over 2 million healthcare providers, including 800,000+ prescribers. SK&A's data supports research and marketing initiatives for life sciences, medical device, managed healthcare, direct marketing, publishing, education and more. SK&A's proprietary databases are telephone-verified twice per year from its world class Research Centers. SK&A enables multi-channel marketing and sets the standard for data quality and reliability. SK&A's customers include many of America's most recognized healthcare, publishing and pharmaceutical institutions.